MADISON, Wis. -- The International Dairy-Deli-Bakery Association here will sponsor a cake-decorating challenge at its annual seminar and expo, June 2 to 4, in Minneapolis.
for demonstrating merchandising ideas and is the site for competition between deli merchandising teams. "We're introducing the cake-decorating challenge at the request of our members. Our Annual Retail Merchandising Challenge, which features deli merchandising, has been so popular that members wanted a similar event for bakery," said Carol Christison, executive director of IDA.
In the cake-decorating challenge, store-level personnel from three IDDA-member retailers will compete for first-, second- and third-place trophies. The three to compete at the ShowPlace event will be selected from entrants who contact IDDA. IDDA will cover transportation, lodging and meals during the seminar and expo this year for the three contestants selected to compete on-site. Each of the three contenders at IDDA will be required to decorate enough cakes to fill one bakery case and will be responsible for merchandising techniques. Each will also decorate a wedding cake, a special occasion cake, a theme/event cake and a "decorator's choice" cake.
Just gearing up for the challenge can be a cake sales opportunity for retailers, Christison pointed out. Retailer-members are being encouraged to create in-store events leading up to the competition, she said.