In his presentation at IDDBA 2024, IDDBA president David Haaf outlined a wide range of influential trends that include generational preferences.

“Gen Zers not only expect change; they demand it,” Haaf says. “And they want team spirit – where everyone has a say.”

Like it or not, AI (Artificial Intelligence) technological advances – like 3D printing on custom cakes – are here to stay.

For this reason, “extra time and attention must be paid to Gen Zers where they are today and tomorrow.”

Josh Bickford, president and fifth-generation owner at Clyde’s Donuts, agrees that people want to experience their bakery items today.

“It’s all about the storytelling,” he points out.

Jewel Hunt, group vice president fresh merchandising at Albertstons Companies, adds that “it definitely comes down to the relationships we build.”

Keynote speakers

Keynote speakers at this year’s IDDBA convention included Chip and Joanna Gaines, the founders of Magnolia, a Waco, Texas-based company they started together in 2003, as well as José Andrés.

“We are ecstatic to bring Chef, Restaurateur, Humanitarian José Andrés to this year’s show to share his experiences with IDDBA 2024 attendees,” said Jeremy Johnson, IDDBA’s vice president of events.

Named one of Time’s “100 Most Influential People” in both 2012 and 2018 and recipient of the 2015 National Humanities Medal, José Andrés is an internationally recognized culinary innovator, author, educator, humanitarian, and chef/owner of José Andrés Group.

“The first sign of love is our relationship with food,” Andrés told the IDDBA audience. “It forever marks who we are as humans. Make sure change happens best where you want to be. Don’t just follow the wind.”

José Andrés Group’s concepts include the two-Michelin-starred minibar by José Andrés in Washington, DC, the acclaimed NYC food hall Mercado Little Spain, and multiple locations of the Bazaar by José Andrés. José has received the James Beard Foundation’s “Outstanding Chef” and "Humanitarian of the Year" awards. Andrés is a committed advocate of food and hunger issues and is known for championing the role of chefs in the national debate on food policy.

This year marked the 60th anniversary of IDDBA, which makes IDDBA 2024, Houston Texas one of the biggest shows ever. “Having Chip and Joanna Gaines take stage at IDDBA 2024 to share their story of success epitomizes the heart and passion of our industry”, said Johnson of IDDBA.

The Gaineses shared how they lead with creativity, curiosity, risk-taking and a commitment to improving the lives of others to build a brand that today is known and loved by millions. Their unique combination of concreteness and charm has inspired countless others looking to emulate their success and build something better.

For Chip and Jo, what started as a tiny home decor shop has since grown into an expansive national home and lifestyle brand that includes Magnolia Market at the Silos, Magnolia Table, Silos Baking Co., Magnolia Press, and more. Together, Chip and Jo are co-creators of Magnolia Network and have authored ten New York Times bestsellers.