Gus Gutierrez left last year’s Tortilla Industry Association meeting feeling that he was missing something.

“In November, I came away lacking that passion,” says Gutierrez, president of of Las Vegas-based Tortillas, Inc.

As a long-time member of the association, Gutierrez decided to do something about it. He became a member of TIA’s board and has been instrumental in putting together this year’s convention and trade show, scheduled for Sept. 15-17 at the Riviera Hotel and Casino in Las Vegas.

“This is a new frontier,” he says. “We have a new board that’s really getting the ball rolling and looking to make some great changes for the Tortilla Industry Association. This board is revamping that passion in the industry. We’re going back to our roots and getting more Hispanics involved. We want to do something to make great things happen.”

Highlighting the convention is keynote speaker Roberto Salazar, administrator for the U.S. Department of Agriculture Food and Nutrition Service since April 2002. Salazar will focus on change, specifically the idea that “change happens in an instant — when you decide to change.”

Change is only one of the central themes of the convention and trade show, but it’s also something that TIA members should expect from their association, Gutierrez says.

“We’re building momentum,” he explains.

As for the upcoming convention, Gutierrez adds, “If you have been to a show, we invite you to come back. If you haven’t, come and experience the passion of the new TIA.”

Below is a preliminary schedule for the 17th Annual Tortilla Industry Association Convention and Trade Exposition, which will be held at the Riviera Hotel and Casino in Las Vegas, Sept. 15-17. Note that presentations and times are subject to change. For more information, visit www.tortilla-info.com.

Golf Scramble: 12: 30-5:30 p.m.

Silverstone Golf Club

Registration Opens: 2-6 p.m.

Riviera Hotel and Casino.

Welcome Reception: 7-9 p.m.

Top of the Riv at the Riviera Hotel and Casino, Sponsored by Casa Herrera & ffp Packaging Solutions Ltd.

Registration: 7: 30 a.m.-5 p.m.

Continental Breakfast: 8-9 a.m.

Business Sessions: 9 a.m.-12:30 p.m.

Session 1: 9-9.45 a.m.

Annual TIA Meeting, Member Orientation & Review of Current and Future Plans with the TIA Board

Session 2: 10-10: 45 a.m.

Kickoff Session: “Marketing and Hispanic Growth in Our Industry,” Maite Quilez-D’Amico, president and chief creative officer of cruz/kravetz:IDEAS

Session: 3: 10: 50-11:35 a.m.

Keynote Speaker: Roberto Salazar, administrator, U.S. Department of Agriculture Food & Nutrition Service

Session 4: 10: 40 a.m.-12:25 p.m.

Research Funded by a Grant from the Tortilla Industry Association

“Devising Strategies to Control Stickiness in Flour Tortillas,” Jozef L Kokini, Rutgers University

Trade Show and Lunch: 12:30-5 p.m.

Entertainment Banquet: 7-11 p.m.

Featuring Latin Divas and the Sue McDonald Band

Registration: 7 a.m. 2 p.m.

Continental Breakfast: 8:30 a.m.

Industry Seminars: 9 a.m.-Noon

Session 1: 9-9:45 a.m.

Motivational Speaker: Consuelo Castillo Kickbusch, author and founder of Educational Achievement Services (invited).

Session 2: 9:50 a.m.-10:25 a.m.

Session 2A: “The Latest Wrap about Kosher Tortillas,” Steve Sichel, Star-K Kosher Certification

Session 2B: “Sanitation Strategies to Minimize Fungal Spoilage in Tortillas,” Melissa L. Calicchia, Food Safety Solutions, Inc.

Session 3: 10: 40-11:25 a.m.

Session 3A: “What You Need to Know about Allergens in the Production of Tortillas,” Daniel Brooker, Chem-Mex.

Session 3B: “The Essential Omega-3s in Tortilla Production,” Valerie Sanders, Omega Protein, Inc.

Session 4: 11:30 a.m.-12:10 p.m.

Session 4A: “Super Tortillas—New Ingredients/Innovative Products,” Jennifer Roberts, Pea and Lentil Board

Session 4B: “The Basics & More, Flour Tortilla Trouble Shooting,” Steve Bright, AB Mauri Ingredients, Inc.

Trade Show & Lunch: 10 a.m.-2 p.m. Lunch starts at noon