The NCA’s annual State of Treating report delivers the latest insights and will be released at State of the Industry Conference (SOTIC). The study critically examines what has changed over the past year and why, and outlines future patterns and demand.
The conference is important because it attracts top executives and other senior-level decision-makers from the US candy industry, including manufacturers, suppliers, brokers, and retailers who want to stay ahead of market trends and drive innovation in their businesses.
Last year was an election year, and although the new US president will have only been in office for three months, there will be many in the business and corporate world that will be looking to him to boost the economy and encourage consumer spending, but whether his policies will have the desired impact remains to be seen.
US Sugar Program
One of the main issues the NCA has been fighting for on behalf of the industry is the influence of the US Sugar Program and the imperative need for contemporary reforms.
As of January 2025, the US Sugar Program continues to operate under the framework established by the 2018 Farm Bill, employing domestic marketing allotments, tariff-rate quotas (TRQs), and price support loans to stabilise the domestic sugar market.
These measures balance supply and demand, ensuring US sugar prices remain above global market levels. Still, there is a sugar availability deficit of approximately 3.5 tonnes in domestic supplies. To protect the domestic markets, sugar imports to the US are also tightly controlled, attracting punitive tariffs that have placed further pressure on US confectionery manufacturers.
Downs was hopeful that the issue of sugar policy reform could be addressed with the passing of a new Farm Bill by the end of last year. In September 2024, the US Department of Agriculture (USDA) announced revisions to the fiscal year (FY) 2024 State cane sugar allotments and allocations to sugarcane processors.
These adjustments are part of the USDA’s ongoing efforts to manage domestic sugar production and maintain market stability.
The NCA and the Alliance for Fair Sugar Policy are pushing hard for reforms, but how high it is on the new administration’s agenda remains to be seen.
Volatile cocoa prices
Cocoa prices remain volatile and will weigh heavily on the conference as high prices are causing demand destruction for cocoa globally. According to the latest NCA data, Q4 cocoa grindings in North America reported -1,16% y/y, while US warehouse stocks of cocoa beans are at a 21-year low.
There could be more bad news on the markets before SOTIC, which takes place in Miami from 2 to 4 March, as the International Cocoa Organization (ICCO) is likely to revise its global supply deficit estimate of 478,000 tonnes by upwards of roughly 100,000 tonnes for 2023-24 in its next Bulletin due at the end of February 2025, pushing up the prices of cocoa further.
Some comfort for Downs will be provided by constant reports that although household budgets remain tight, consumers are still buying chocolate and candy treats at the checkout despite rising prices being passed down the value chain.
SOTIC’s roll call for those to be honoured in 2025
Another highlight of the annual get-together is the chance for individuals to be recognized by their peers for outstanding contributions to the industry.
Heading the list is Shelly Clarey, senior vice president of sales & marketing at Adams & Brooks, Inc., named the 2025 Woman of Influence Award recipient for her outstanding leadership and contributions to the confectionery industry.
“Shelly has set herself apart as a leader in our industry,” said Downs. “She’s not only an incredibly talented professional but has also spent countless hours lifting everyone around her to create a stronger, more inclusive industry. We’re thrilled to celebrate her with this well-deserved honour.”
Clarey’s leadership is based on empathy, integrity, and collaboration. Her passion for innovation and her dedication to mentoring and inspiring others have left a lasting impact on the confectionery industry.
“In receiving the award this year, I celebrate everyone in the confectionery industry who has shared their experience and expertise with their peers, colleagues, and competitors in the name of progress,” Clarey said. “The Woman of Influence Award is an acknowledgment of the collective strength of all the women and men who generously contribute to the advancement of women within our industry.”
Winners of 2025 Golden and Silver Candy Dish Awards
The NCA has also announced the recipients of the 2025 Golden and Silver Candy Dish Awards. Lyndi Verstrate, business manager at Shankman & Associates, will receive the Golden Candy Dish Award, and Mike Farley, vice president of sales at Goetze's Candy Company, will be honoured with the Silver Candy Dish Award.
These awards celebrate individuals who have demonstrated exceptional ability to strengthen the connection between manufacturers, brokers, and retail customers.
“The Candy Dish Awards are a reflection of the incredible talent and dedication within the confectionery industry,” said Downs. “Lyndi and Mike represent the best of our community, demonstrating leadership and collaboration between manufacturers and broker sales agents to inspire progress and innovation.”
- The awards will be presented at SOTIC, which will be held this year at JW Marriott Turnberry Aventura, Florida, 2-4 March, 2025. More information here.
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