#42 (S5E4) Thinking Outside the Aisle with David Haaf

In this Executive Aisle episode of Fresh Take with IDDBA, Kat Shanahan turns the table and asks David Haaf the questions. The president and CEO of IDDBA shares highlights from IDDBA’s brand refresh and what discusses what it signals for the organization’s next chapter.

David explains the industry shifts driving the need for clarity and support, including consolidation, evolving expectations around on-demand information, and the importance of welcoming the next generation of leaders (sometimes even people new to the dairy, deli, and bakery world). He walks through how IDDBA’s mission and vision remain steady, while the refreshed brand helps communicate who IDDBA is, how it serves members, and where IDDBA is headed.

You’ll hear the strategy behind the work, including IDDBA’s three strategic imperatives ("evolve the show," "extend the impact," and "expand the audience") along with the story behind the tagline “Thinking Outside the Aisle” and the updated visual identity inspired by the in-store experience across IDDBA’s core categories.

David also previews what’s ahead for IDDBA, including show experience updates and initiatives tied to #IDDBA2026, like retail store tours, the launching of the Innovation Showcase Awards, and updates to Monday programming, including an expanded Monday night party that includes the Champions of Change awards.

Want to be a guest on the podcast or learn more about IDDBA? Reach out to us at education@iddba.org.

To learn more about IDDBA and becoming a member, head here: https://www.iddba.org/membership/join-iddba/membership

Register for #IDDBA2026 in Orlando TODAY: https://www.iddba.org/register