Overheard at ABA Convention: Innovation Takes Center Stage
“We need to be a new type of leader We need to bring together nontraditional partners for big solutions. We need to meet the needs of an end consumer who is demanding more things than ever in purchasing decisions. Let’s get out in front on issues like sustainability and food equity and do the right things for society and to build our businesses.”
"ABA will be a solution provider for baking businesses and a strong, future-focused voice for the industry with lawmakers, policymakers, consumers and the public.”
Convention Enhances Experience
Attendees benefitted from several enhancements to the Convention this year. These included more networking and fun social activities, such as the Cornhole Tournament and Dine Around Dinners, and more time for both business sessions and Executive Roundtables, said ABA Chair Cordia Harrington, the CEO of Crown Bakeries, in an address to the gathering.
Consumer Insights in Focus
A convention session called “Taking a Boundaryless Approach to the Consumer” explored the growth of omnichannel shopping. Jonna Parker, Principal and Team Lead for Fresh Foods at Circana, who moderated the session’s panel, pointed to the growing importance of ecommerce and the industry’s gains from its digital investments. The panel included industry leaders from Kroger Precision Marketing, Bimbo Bakeries USA, and Nestle Coffee Partners. Speakers said companies need to create positive experiences for consumers wherever or however they want to shop, and to enable impulse and discovery online.
“Shoppers have a lot of choices. We want to create that experience for them regardless of where they shop, online or offline.”
“There’s a critical opportunity to replicate that in-store behavior when someone is online. How do you provide the same pathways to build that basket, to have impulse and discovery. If someone adds coffee to their cart, can you get a prompt of, ‘do you want to add bagels or muffins or another baked good?’”
Another session, representing companies including Flowers Foods, Clyde’s Donuts, and Campbell Snacks, focused on consumer research and insights to drive bakery growth.
“Companies continue to have big opportunities in bakery to help people balance budgets, health, taste, and time.”
"Variety is important to getting people engaged. People celebrate with a cake, donut or cookie. I think about recipes and other forms of creativity. And we use our social media to get creative too.”
Other Convention Highlights
Attendees benefitted from a range of additional presentations, industry updates, and research findings. These included the following:
- Keynote: Speaker George Blankenship, an innovator known for his work at companies including Apple and Tesla Motors, urged Convention attendees to get ahead of the forces of change by proactively leading industry innovation.
- DEI: ABA previewed a new study on Diversity, Equity and Inclusion in the Commercial Baking Industry that relays momentum and finds that being an employer of choice is a key motivator for DEI efforts.
"We’re seeing benefits from the initial DEI training we did, including an increase in productivity levels. And what I like most is the improvement in working relationships.”
“Authenticity is key for DEI. It can help you become an employer of choice. We want the best talent. To do so we need to make sure new employees and associates can see themselves being part of the organization and feel they have a path to grow in the company.”
- Interactive Roundtables: Interactive Executive Roundtables sparked attendee engagement on the topics of supply chain, ESG and workforce.
- Industry Updates: ABA informed attendees about industry leadership momentum in areas including energy star plant certifications and about recent ABA recognition awards for workplace safety efforts.
What’s Ahead for ABA and the Industry
The convention illuminated emerging topics such as extended producer responsibility in packaging and spotlighted the innovative new NEXUS event set for September, a collaboration between BEMA and ABA.
A closing panel comprised of ABA Executive Committee members discussed future imperatives and opportunities. Panelists eyed openings for enhancing collaboration across the industry and overcoming workforce challenges. They viewed positive signs in the growth of new members at ABA and expressed encouragement for newcomers to the industry.
“This is a fantastic time for first-timers here and for those just getting into the industry. It’s a remarkable industry to be a part of.”
Convention by the Numbers
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