New IDDBA president/CEO David Haaf sees opportunities for growth

David Haaf, the new president and chief executive officer of the International Dairy Deli Bakery Association, said he’s hoping to expand the association’s role in the industry and provide more meaningful opportunities to engage its membership.

In an interview with Supermarket News  at the 2023 IDDBA Show in Anaheim, Calif., Haaf said the strong turnout at this year’s show — it set a new record for total attendance — indicates the demand for networking among both retailers and suppliers.

“We weren't sure if we could get there [reach record attendance] or not, but we did, and we're very excited about that,” he said. “It tells us that people are ready to get out and start doing business again.”

Although the precise final attendance numbers had not yet been tallied, he said the show did attract more than 200 new exhibitors this year, compared with the 2022 conference in Atlanta.

“We’ve had some turnover in the industry, and this year we have a lot of new faces, including people in new leadership roles,” he said. “For exhibitors, there are new people to talk to and new friends to get to know.”

While the show itself has rebounded from its pandemic hiatus, Haaf said the IDDBA has opportunities to serve as a resource for the industry beyond the annual exposition.

Related:Center-store bakery up almost 10% in May

“We are more than just the show,” he said. “We're going to spend more time focusing on ‘IDDBA 365, which means that we have many resources for our members — our whole education department, through webinars, podcasts, certification classes and more. These are things that can help both manufacturers and retailers. We’re going to make sure everybody understands that there's more to the IDDBA than just the great show once a year.”

Industry evolves, consolidates

Haaf said the consumer shift away from restaurant dining during the pandemic gave supermarkets an opportunity to showcase their capabilities in the deli/bakery/prepared foods area, and he will seek to build upon that momentum. The IDDBA can help both retailers and their suppliers stay on top of the latest trends in fresh, prepared foods so they can capitalize on consumer demands for convenience and value.

Another key focus for Haaf at IDDBA is navigating the consolidation that has been occurring in the industry as larger companies continue to acquire smaller players. That reduces the potential pool of members for associations like IDDBA, and underscores the importance of providing services that are of value to the membership.

Before joining IDDBA in April, Haaf, a certified chef, spent 20 years as the VP of foodservice and Starbucks operations at Abingdon, Va.-based K-VA-T Food Stores, and he spent 10 years before that in food service positions at other companies.

Related:IDDBA: Consumers seek indulgences, convenience from deli/bakery

At IDDBA, he succeeds former president and CEO Michael Eardley, who led the Madison, Wis.-based association for nine years, and is transitioning out of the role as Haaf grows into the position.

“Mike's still here with me, coaching me along,” said Haaf.

In an interview at the IDDBA Show, Eardley agreed that industry consolidation will be a big challenge for the association going forward, but he said he’s always been encouraged by the passion that the people in the deli/bakery/prepared foods departments bring to the table.

“We’re not really a ‘product’ department like the rest of the store,” he said. “We’re not always on people’s shopping lists—we’re all about meeting customers’ demands for special occasions.”

The customization and expertise that are available in the department, from meats and cheeses sliced to order to cake decorating, is special to both shoppers and the people in the industry, Eardley said.

“I’m just thrilled because we’re now bringing in the next generation of leadership,” he said.