● Setting The Course That tone was set early, as PPAI President and CEO Drew Holmgreen, CAS, used the opening of Monday’s PPAI Expo Conference to unveil the Association’s 2026-2030 Strategic Plan. “The timing for this strategy is perfect, because the industry is primed,” Holmgreen said. “The reality is that the just over 1% year-over-year U.S. distributor growth lags current inflation, continuing a trend from the past several years. And while performance is indeed steady, it’s not explosive.” Developed through months of collaboration among PPAI’s Board of Directors, staff and members, the fiveyear plan is designed to elevate branded merchandise as a core marketing channel while strengthening the industry’s sense of community and supporting member success. “This strategic plan is grounded in listening,” said Denise Taschereau, CAS, now the PPAI Board’s Immediate Past Chair. “We intentionally engaged members, staff and industry partners to shape the direction, ensuring it reflects the real needs and opportunities we are facing.” At the top of the plan sits a new vision statement: Branded Merchandise is the premier marketing channel that Powers Lasting Connections. For Holmgreen, the language is meant to be both aspirational and unifying. “Branded merch creates powerful lasting connections better than any other medium,” he told The PPAI Expo audience. “When we move in lockstep, unified behind that vision, we grow our share of voice and become the core touchpoint for every brand strategy.” ● Under One Roof When the trade floor officially opened Tuesday morning, the sense of alignment was visible immediately. Spanning roughly 1 million square feet, The PPAI Expo 2026 trade floor featured about 2,600 booths from nearly 1,000 exhibiting companies, including 70 first-time exhibitors making their Mandalay Bay debut. Some 10,000 distributors attended over the course of the four-day event. Product discovery once again took center stage, with Product Pavilions highlighting categories like sustainability This strategic plan is grounded in listening. We intentionally engaged members, staff and industry partners to shape the direction, ensuring it reflects the real needs and opportunities we are facing. —Denise Taschereau, CAS, Immediate Past Chair of the PPAI Board 46 • MARCH 2026 • PPAI Must Read | Best Of The 2026 PPAI Expo
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