Skip to Content

#50 (S5E12) Live from What’s in Store Live with Karri Zwirlein

Kat Shanahan, Karri Zwirlein

JUN 16, 2026 | What’s in Store

Share:

In this special What's in Store episode of Fresh Take with IDDBA, IDDBA's Kat Shanahan talks with Karri Zwirlein, Director of Bakery, Deli, and Prepared Foods at Tops Markets, in a live podcast recording from What’s in Store Live at #IDDBA2026, on June 8, 2026.

Listen on Apple Podcasts
Listen on Spotify

Karri shares what goes into creating the immersive What’s in Store Live experience, from early trend planning and concept development to the collaboration it takes to bring a retail space to life on the show floor. She discusses why cross-merchandising matters, how retailers can evaluate fads versus longer-term trends, and the forces that continue to shape fresh departments.

The conversation also explores the value of IDDBA as a community where industry professionals build relationships, share ideas, grow their careers, and return to their businesses energized with practical inspiration.

See all of our sponsors for this year's What's in Store Live: https://wisl2026.iddba.org/ 

Read IDDBA's What's in Store, the online trends publication with all the information you need from an organization you trust, updated monthly: https://www.iddba.org/education/trainings/whats-in-store

To learn more about IDDBA and becoming a member, head here: https://www.iddba.org/membership/join-iddba/membership.

Speaker Bios

Kat Shanahan

VP of Marketing & Membership

Kat-Shanahan

Karri Zwirlein

Tops Markets, LLC.

Director – Bakery, Deli, & Prepared Foods

Other Podcasts

#47 (S5E9) Abby Despins on Education, Connection, and What's in Store Live

Abby Despins on Education, Connection, and What’s in Store Live

Abby Despins, Kat Shanahan

What’s in Store

In this What's in Store episode of Fresh Take with IDDBA, Kat Shanahan talks with Abby Despins, IDDBA’s new Vice President of Education and Industry Relations, about her path from manufacturer-side leadership into her new role at the association and what she hopes to build for members in the months ahead.

Listen Now
#45 (S5E7) How to Spot the Signals Behind Viral Trends

How to Spot the Signals Behind Viral Trends

Kat Shanahan, Kevin Ryan

What’s in Store

This month on Fresh Take with IDDBA (What's in Store), Kat Shanahan, Vice President of Marketing and Membership at IDDBA, sits down with Kevin Ryan, Founder and CEO of Malachite Strategy and Research, for a smart, timely conversation about what product innovation looks like in a world shaped by viral trends, fast-moving consumer behavior, and constant digital feedback. As brands face pressure to react more quickly than ever, Kevin explains why the answer is not to chase every trend, but to build a better system for listening, learning, and identifying the signals that actually matter.

Listen Now
#43 (S5E5) Mindful Indulgences Live at BakeryTECH with Josh Bickford

Mindful Indulgences: Live at BakeryTECH with Josh Bickford

Kat Shanahan, Josh Bickford

What’s in Store

Fresh Take with IDDBA hits the road in this What’s in Store segment, bringing you an interview recorded live at BakingTECH 2026 in Chicago. Together, guest Josh Bickford, President of Clyde’s Donuts, and host Kat Shanahan, VP of Marketing and Membership at IDDBA, explore how breakfast bakery is changing, from evolving morning habits to the rise of affordable indulgence.

Josh shares some memorable stories from Clyde’s history as a family business going back over a century, as well as insights into how shoppers are balancing budget, wellness, and joy. Together, Kat and Josh discuss bakery's continuing evolution from utilitarian to functional, the questions shoppers ask themselves before selecting a treat, and emerging portioning and packaging trends.

Learn about the impact of technology, tips on harnessing an emotional connection to customers, and what is capturing shoppers' attention right now in a world where social media is making a big impact on what you see in the bakery case.

Want to be a guest on the podcast or learn more about IDDBA? Reach out to us at education@iddba.org. 

To learn more about IDDBA and becoming a member, head here:
https://www.iddba.org/membership/join-iddba/membership

Register for #IDDBA2026 in Orlando, June 7-9:
https://www.iddba.org/register

Listen Now
#41 (S5E3) Igniting What's in Store Live

Igniting What's in Store Live

Heather Prach, Kat Shanahan

What’s in Store

In this episode of Fresh Take with IDDBA, host Kat Shanahan welcomes back Heather Prach, former VP of Education and Industry Relations at IDDBA, for a conversation that is equal parts reflective, fun, and forward-looking.

Heather shares behind-the-scenes stories from What’s in Store Live, including the now-legendary scorpion tasting that had the trade show floor buzzing, and explains why curiosity, surprise, and word-of-mouth moments matter so much when designing live experiences. From igniting conversation across a show floor to thinking differently about protein trends and consumer engagement, this episode offers insight into how memorable experiences are built on purpose.

Listen Now
All Podcasts