The Tortilla Industry Association (TIA) has once again raised the stakes for its strategy of focusing on the fastest-growing geographies in the fastest-growing sector of the baking business—tortillas recorded $12 billion in sales last year and are overtaking white sandwich bread as the nation’s preferred food-delivery platform—by placing its bets on Southern California as the destination for its 2016 Annual Convention & Trade Exposition.
Although Las Vegas has been the city of choice for the last dozen TIA Conventions, we are shaking things up by switching for one year to Southern California, clearly one of the world’s main epicenters of tortilla production. There are many reasons why this rotation will greatly benefit all participants. By bringing the TIA Convention to the “backyard” of so many TIA members and potential members, we are creating opportunities for many more to get involved and come to a convention they can drive to, instead of fly to, thus boosting buyer attendance.