How does an industry association create a tradeshow that transforms the industry? What does it take to balance the needs of large corporations and small family businesses within the same membership?

In this episode of Associations Thrive, host Joanna Pineda interviews Larry Graham, former president of the National Confectioners Association (NCA). Larry discusses:

How NCA represents about 500 candy companies, as well as brokers, machinery companies, and ingredient suppliers.
The association’s history, dating back to 1884, and its move to Washington, DC, during the 1960s to better advocate for industry interests.
The growth of NCA’s tradeshow, from a modest beginning to becoming a major industry event now known as the Sweets & Snacks Expo.
How NCA’s tradeshow helped shape the U.S. candy market and attract international exhibitors.
How "candy" is defined in the industry as chocolate, gum, and mints.
NCA’s advocacy efforts, including challenges around sugar and health, child labor in cocoa farming in Africa, and food labeling regulations.
How candy remains a recession-resistant industry due to its affordability and association with celebrations and indulgences.
NCA’s role in promoting candy as an occasional treat and combating negative perceptions around sugar.
Larry’s pride in fostering a strong team and mentoring future association executives, with several former staff members now leading major trade organizations.
The creation of NCA’s in-office candy store, which delighted visitors and served as a fun and effective promotional tool.

Resources:

NCA Website

125. Larry Graham, Former President, National Confectioners Association, on the Definition of Candy, Tradeshow Success, and Advocacy

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