The International Dairy Deli Bakery Association’s annual exposition took place this past week after a two-year pandemic-related hiatus. The show, held in Atlanta, included 1,600 exhibitors and 1,200 retailers. I made a day trip out of it on Monday and took it all in.
With all due respect to this baked goods exhibitor, this just made me laugh. What’s a croissant without flaky layers created by butter?
Did you know that a classic French croissant has 55 layers, including 27 layers of butter? In other words, no butter, no croissant! Apparently, that’s no longer the case, much like animal-free dairy, chicken-less eggs and minus-the-cow burgers.
TAKE-AWAY #1: Plant-based is extreme. For those of us who have been in the food business for more than 25 years, we know that every formulating extreme hits a high and then spirals down, leaving only the best of the best to compete in a niche sector. Interestingly, aside from the plant-based croissants and some other plant-based baked goods, IDDBA was not the show for plant-based dairy and meat. The few exhibitors in this space got lost among the many, many real cheese, real dairy and real meat exhibitors.
TAKE-AWAY #2: Keto-friendly continues to gain traction. The irony here is that most of these products rely on real dairy. In fact, many baked goods sporting a keto label use dairy proteins and butter, and they make a big deal about it. And, of course, all real meat is keto friendly. The plant based vs. keto friendly wars for share of retail shelf should be interesting this coming year.
TAKE-AWAY #3: Terroir gets Americanized. From the word terre, meaning land, terroir is a French term that describes the most vital components in French food and drink production. It’s a reference to everything from the soil to climate to sunlight. It’s a description of the quality of the environment where a crop is grown, essentially, everything that makes up the surrounding habitat and gives it its unique character. The importance of terroir is most prevalent in the wine industry.
The Americanized version is most apparent with cheeses touting they are made from either California or Wisconsin milk. But our terroir twist includes animals and how they are raised. It also includes the story behind grains, nuts, seeds and produce. A growing number of marketers at IDDBA were including these stories in their sales platforms, with an emphasis on sourcing local and supporting communities. Dutch Farms, for example, has the whole "farm fresh and family company" messaging going. Check them out HERE.
There’s a lot of opportunity in this space and it will continue to evolve as supply chain issues and food economics dominate conversations.
That brings me to the Midwest. Link HERE to an easy read on “The Future of Food in the Heart of America.”
Dairy Innovators: Private Kitchen Pitch Contest presented by Midwest Dairy
The Hatchery Chicago has partnered with Midwest Dairy, a non-profit supporting farmers to highlight dairy products, to offer the Midwest Dairy Kitchen Pitch Contest. If you use 25% or more cow’s milk dairy in your ingredient base (made from a cow and can include milk, cheese, yogurt, butter, etc.), you are invited to apply. Applications opened June 1, 2022, and will close June 30, 2022, end of business day (5pm CST). The official rules are HERE.
The Hatchery Chicago supports emerging brands with access to kitchen space and wrap-around services to support their business growth. Midwest Dairy represents 4,600 dairy farm families to 39 million consumers working on their member’s behalf to build dairy demand by inspiring consumer confidence in products and production practices. Midwest Dairy is funded by farmers across a 10-state region, including Minnesota, North Dakota, South Dakota, Nebraska, Iowa, Illinois, Missouri, Kansas, Arkansas, and eastern Oklahoma.
One winner will receive six months of free rent in one of The Hatchery’s private commercial kitchens along with other startup support. Apply HERE.
Great summary of IDDBA! Thanks for sharing it! Happy Friday!
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