Convention Speakers Relay Actionable Insights

Convention

Consumer, industry and policy insights took center stage at the ABA Convention Monday, as speakers outlined how acting on these insights will enhance success.

Speaker presentations incorporated topics such as meal solutions, grain nutrition, workforce performance and advocacy.

Eyeing Opportunities to Drive Bakery Growth

Consumers are still under pressure financially but express rising optimism and even some willingness to splurge, said Anne-Marie Roerink, Principal at 210 Analytics, during a baking category overview. She said this evolving consumer sentiment represents opportunities for the baking industry to help add additional items to shopper baskets.

Her presentation marked the launch of ABA’s new category-focused Bakery Playbook series, in partnership with 210 Analytics. The series spotlights consumer insights and kicks off with playbooks on cookies and bread. The Cookie Playbook relays that younger shoppers integrate cookies more often into special occasions but they under-index for everyday consumption. The Bread Playbook reports that purchases are dominated by price and brand, although about two-thirds of consumers browse for new items as well. In June, ABA will release the next round in the series — playbooks on pastries, buns and rolls, and tortillas.

Reaching Consumers with Grains Education

Successful promotion of grain nutrition relies on sharing evidence-based messaging, prioritizing transparency and dispelling myths, according to a convention session focused on the work of the Grain Foods Foundation.

GFF Co-Chairs Angie Goldberg, Chief Growth Officer of Ardent Mills, and Lorraine Hale, Vice President and General Manager, Breads, Buns, and Rolls at Bimbo Bakeries USA, led a discussion with a panel that included members of the GFF Scientific Advisory Board.

Among key insights:

Working with experts — such as scientists and registered dietitians — boosts credibility.
The industry has opportunities to invest in additional research to elevate scientific information.
Communications on the topic of ultra-processed foods can help dispel myths and provide education on how the industry is pursuing responsible approaches.

Inspiring Our Teams and Ourselves

Ben Nemtin, co-founder of The Buried Life Movement and a speaker about radical possibility, captivated attendees at the ATBI Leadership Session as he recounted a simple phone call that altered the trajectory of his life. What began as reaching out to an acquaintance evolved into a 15-year quest to achieve a 100-item dream list, unencumbered by financial constraints or potential barriers. The question, “What do you want to do before you die?” served as the foundation of the list and the mantra of his organization’s brand, leading his team to remarkable feats like bull riding, sharing a beer with Prince Harry, singing the National Anthem for a packed stadium, and even challenging President Barack Obama to a pickup basketball game at the White House.

Nemtin emphasized that our daily efforts have profound ripple effects, a truth especially poignant for the baking industry, which employs large workforces and addresses critical issues such as hunger, sustainability, and food equity. Industry leaders need to continually remind themselves and their teams of the "why" behind their work.

As the session came to a close, Nemtin issued a challenge to the audience: to defy the odds by crafting their own lists, sharing them with others, embracing fearlessness, and giving back.

Addressing Key Federal Policy Issues

ABA is focusing on a full slate of federal legislative and regulatory issues this election year — including those related to workforce, tax policy, Farm Bill reauthorization and nutrition, said Rasma Zvaners, Vice President, Government Relations, during a convention education session.

The emphasis on workforce issues lines up with the association’s new strategic plan commitment to help create and promote an industry-wide workplace that is second to none. On the regulatory front, ABA is actively tracking FDA (Food & Drug Administration) progress on releasing its rule for “healthy” claims and reviewing food ingredients that are part of recent state-ban efforts. Zvaners urged ABA members to engage through participation in the association’s Fly-In and Policy Summit, June 11- 14 in Washington, DC, and through ABA professionals groups.