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.

Capturing a share of the fastest-growing segment of the tortilla and tortilla chips segments in the baking and snack industries has become a key strategic objective for an increasing number of food companies.

The Tortilla Industry Association (TIA) will hold its Annual Convention & Trade Exposition in Las Vegas again next month, May 5–6, but at a new venue—the luxurious Paris Las Vegas Hotel and Casino.