The popular Show & Sell center is no more, at least when it comes to the name.

IDDBA announced that it is rebranding the interactive experience at its annual trade show as What's in Store Live, a change the association say reflects its efforts to integrate more research and trends data from its annual What's in Store publication into the concepts and merchandising ideas features in the annual, on-site educational experience.

“For 30 years, the Show & Sell center has been a must-see destination on the trade show floor, providing attendees with merchandising ideas and education to share with their associates and colleagues to create excitement at their stores and build sales,” says Angela Bozo, IDDBA's education director. “And for 33 years, IDDBA has produced What’s in Store, the quintessential research publication for the retail dairy, deli, bakery, cheese, and foodservice sectors. It’s the perfect opportunity to illustrate and showcase the food trends of today and tomorrow in the form of interactive and engaging merchandising concepts that can be implemented at store-level.”

What’s in Store Live is an interactive marketplace showcasing innovative and aspirational merchandising. It’s redesigned annually by a cross section of industry volunteers that ideate concepts highlighting sponsored products to create representative bakery, cake, cheese and prepared foods cases.  Additionally, attendees can listen to a variety of topics from industry-recognized speakers in the What’s in Store Live Workshop, situated within the marketplace.