The International Dairy Deli Bakery Association confirmed a sudden IDDBA leadership transition this week as CEO David Haaf stepped down effective Feb. 26, and longtime executive Chris Schwass assumed the role of acting CEO.
The IDDBA Board of Directors announced Haaf’s departure and thanked him for his service. The organization did not cite a reason for the change.
Schwass, who previously served as chief financial officer, now leads the Madison, Wisconsin-based trade association during the IDDBA leadership transition. He brings nearly three decades of institutional experience to the role.
IDDBA Leadership Transition Marks Abrupt Change
Haaf took the helm in 2023 and quickly outlined a forward-looking strategy for the association and its members. Shortly after his appointment, he spoke about shifting consumer expectations and the meaning of value in today’s retail environment.
“You need to understand the dynamic changes that have occurred,” Haaf said at the time. “Certainly, our customers are looking for value. But our retailers need to understand what value means, and it doesn’t always mean cheaper.”
He also emphasized that shoppers continue to seek affordable indulgences, noting that consumers still enjoy small treats within their budgets.
During his tenure, Haaf led a comprehensive brand refresh for the association. The organization unveiled a new tagline, “Thinking Outside the Aisle,” to signal both continuity and change.
At the time, Haaf described the rebrand as a defining moment for the association’s future. He said the refreshed identity aligned with IDDBA’s guiding influencers, strategic imperatives, and the next generation of industry leaders.
The brand update sought to honor the strength of dairy, deli, and bakery perimeter categories while embracing innovation and long-term growth. That effort now becomes part of the broader context surrounding the IDDBA leadership transition.
Related Article: IDDBA 2026: Thinking Outside the Aisle
Chris Schwass Steps in as Acting CEO
In contrast to Haaf’s relatively brief tenure, Schwass represents continuity. He began his career in public accounting and joined IDDBA 28 years ago. Over time, he rose to the position of chief financial officer, where he oversaw accounting, finance, payroll, benefits, IT, human resources, and facilities.
Now, as acting CEO, Schwass manages a wide range of operational responsibilities that support every department within the organization.
His leadership has largely operated behind the scenes. However, colleagues credit him with enabling IDDBA’s departments to function effectively and deliver value to members. In addition, he has played a key role in supporting the association’s annual trade show, one of the industry’s most influential events.
Schwass has often said he values the variety in his day-to-day work. Outside the office, he spends time with family, enjoys boating and outdoor activities, exercises regularly, and bakes. He counts turtle cheesecake among his favorite desserts — a detail that underscores his connection to the bakery community IDDBA represents.
Focus Turns to IDDBA 2026
The IDDBA leadership transition unfolds as the association prepares for IDDBA 2026 Show, its flagship annual expo. Organizers have promised new and enhanced experiences designed to inspire discovery, deepen engagement, and strengthen networking across dairy, deli, and bakery.
The event aims to deliver fresh perspectives and practical solutions for retailers, manufacturers, and service providers. Moreover, it serves as a central marketplace for trends, product launches, and strategic collaboration.
IDDBA’s mission remains unchanged despite the leadership shift. The association continues to position itself as an essential resource that empowers and connects dairy, deli, and bakery professionals through education, insights, and events.
Its long-term vision also stays intact. IDDBA seeks to connect a global community that inspires innovation, fosters collaboration, and shapes the future of perimeter categories across the broader food industry ecosystem.
For now, the board has placed its confidence in Schwass to guide the organization through the IDDBA leadership transition. His deep institutional knowledge and steady management style may offer stability at a pivotal moment.
The coming months will test how effectively the association balances continuity with momentum. As IDDBA 2026 approaches, members and industry partners will watch closely to see how this leadership transition influences strategy, programming, and the group’s broader role in shaping the future of dairy, deli, and bakery.