The International Dairy Deli Bakery Association has launched a brand refresh centred on a new tagline, "Thinking Outside the Aisle," as the organisation positions itself for expanded influence beyond its traditional perimeter categories.

The rebrand aligns with IDDBA's strategic framework built around what the association terms its Guiding Influencers and Strategic Imperatives. President and CEO David Haaf described the refresh as reflecting

"who we are, why we exist, and where we're headed."

IDDBA's stated mission continues to focus on connecting dairy, deli and bakery professionals through industry insights, education and events. The association's vision extends this remit, aiming to serve as a resource for what it describes as "the entire food industry ecosystem."

Programme Additions for 2026

The brand evolution coincides with several new initiatives planned for IDDBA 2026 in Orlando this June.

The association has introduced retail store tours offering merchandising and operational observations from area grocers. A newly created Innovation Showcase Awards will recognise product launches, whilst an expanded Champions of Change programme will acknowledge contributions across retail and supply chain operations.

Additional programming includes culinary demonstrations featuring celebrity chefs through the Close Up Kitchen series, alongside a reconfigured Monday evening networking event emphasising exhibitor participation.

Haaf outlined three Strategic Imperatives driving these changes: Evolve Show, Extend Impact and Expand Audience. The association has identified six industry forces informing its direction: People, Food Safety, Technology, Consolidation, Competition and Community.

IDDBA 2026 runs 7-9 June at the Orange County Convention Center. Registration is scheduled to open later this month.