2024 Esrocky Awards: The Best of the Best of the NRA Show

May 31, 2024

2024 National Restaurant Association Recap

Another National Restaurant Association Show is in the books. This year, we’re taking the time to recognize the best of the best of the booths, samples, show-floor experiences and related off-the-floor events. That’s the Esrocky Awards.

Before we jump into our winners, here are the notes and observations we had from the weekend:

Talk of equipment technology was buzzing. Following the suit of innovations in the artificial intelligence space, equipment designed to save on time and labor took over more floor space than ever before.
Already popular international flavors have gained more attention—setting up shop in all three halls.
Flavor mashups and inspiring applications guided booth traffic. Manufacturers walked the talk and showed how versatile their product SKUs are in samples.
Category innovation was somewhat limited compared to previous years—plant based had a smaller footprint and less word-of-mouth.

Now, without further ado, here are the Esrocky Awards.

Best In Show

Guac Heaven is a place on earth. It was right there in the booth for Avocados From Mexico. With scheduled demos featuring fresh recipes, the world’s most epic guac bar and an inventive grab-n-go order station, this booth had every attendee talkin’ guac.

1/15

Best Cause

Here’s a cause worth applause. Tractor Beverage Co. stole our attention with their custom booth artwork and sustainable message—doing good is as simple as what you drink. Printed onto their booth panels was a QR code that redirected to their Organic Impact Tracker—a tool that provides users the opportunity to calculate how each purchase of Tractor products helps saves the earth. Not to mention, their team shared colorful slushies and delicious teas (shout out to the new pineapple passionfruit flavor with no added sugar!).

2/15

Best Engagement

At the Kraft Heinz booth, there was something for everyone. Print custom miniature bottles with your name on it. Swipe through an interactive Lunchables vending machines. Snap a photo with a larger-than-life digital installation of Heinz Ketchup bottle. Sneak around the side to sample chocolate Jet Puffed Mini Marshmallows. Or simply return to the Heinz Remix to refine your condiment personalization skills.

3/15

Best Sample Traditions

The NRA Show is known for its samples. As for us, we return to a few of our favorite stations a few times every year. Broaster was an easy winner by our measure. Their array of appetizing classics (fried chicken) and amazing innovative offering (an entire fried chicken pizza!) had us asking for seconds. Nathan’s Hot Dogs brought back their full-sized dogs and reminded us that’s just the right amount of comfort. And Tillamook played the hits with their mini-ice cream cones, grilled cheeses and poppable cheese curds.

4/15

Best Breakout Category

The next evolution in happy hour is here. Cannabis Drinks are a growing category. From the WYNK Seltzers to Flora Hemp Spirts, the new way to consume THC is here for bar menus—in cans or in mixed drinks. And it’s available in select retail stores, because it’s derived from hemp.

5/15

Best Breakout Booth

The reason to season—that’s Tajín This unique, sweet and spicy seasoning brings its blend of excitement to eats, drinks, fruits and vegetables. In their brightly designed booth, the giant bottle was a monument to the delicious simplicity of their product. Every day, they swapped their samples with unexpected entrées to showcase the versatility of Tajín.

6/15

Best Booth for Business

Hoshizaki Alliance had a sleek, clean-looking booth. It was thoughtfully designed and an intuitive use of space. Everything was streamlined. On the main floor, all their latest products were showcased. In the back, there was a live bartender demo featuring appealing specialty ice. There was no cooler place to do business.

7/15

Best Collaboration

From the workday to the workout, we all need a supplementary source of energy—we all need the C4 Energy x Popsicle collaboration that displayed prominently on their booth and in their samples. Leveraging the nostalgia of Popsicle flavors like Grape, Cherry, Hawaiian Pineapple and Orange Creamsicle, this partnership hits close to home for adults looking for an afternoon boost with zero sugar.

8/15

Best Flavor Combination

Nestlé Professional Solutions had live demos and a clean, profesh setup. Their recipe for Stouffer’s White Cheddar and Tomato Basil Mac & Cheese turned heads and captured traffic. Elevated comfort foods to take you on a little culinary journey—yes, please.

9/15

Best Surprise

Everyone loves a good surprise. Anthony & Sons Bakery booth caught our attention with their Avocado Bread. Covered in a seasoning with hints of guacamole and fresh avocados, this bread is packed with benefits. It’s on-trend, healthy, clean-label and vegan.

10/15

Best Ingredients

Savor Imports had a nice traversable booth with a selection of their best products on display. Here, you could find intriguing signage highlighting three new, in-demand products in their expansive portfolio—sriracha sauce, sambal oelek and a crunch garlic with chili oil.

11/15

Best Beverage

You know what was cool? The Cool Attitudes Craft Mixers booth served up margaritas and the opportunity to kick back and relax. Made with no high-fructose corn syrup, artificial sweeteners or artificial coloring, their craft mixers delivered time and time again.

12/15

Best Apparel

In the Middleby booth, their team wore shirts with a QR code to generate engagement with their Open Kitchen App—a tool to help monitor, analyze and control all facility assets with a single automation platform.

13/15

Best New Tech

What do you get when you combine an impingement and a convection oven? That’s the ImVection Oven from Blodgett. This Kitchen Innovations award-winning oven helps add efficiency to operations in small footprint. Paired with the intelligent and intuitive Invoq Oven supplied by Blodgett, it was certainly their year.

14/15

Best Events

This experience doesn’t end when you walk off the show floor. Kellanova hosted its sweet Snack’d Up Event at the Museum of Ice Cream—full of samples and of course, ice cream. IFMA delivered another memorable Gold and Silver Plate Awards (Congrats to Gold Plate winner, Chris Tomasso, President & CEO of First Watch Restaurant Group!). Flavor Forays executed another terrific Championship BBQ & Cookoff at the Galleria Marchetti. It’s a very charitable event where all benefits go to World Central Kitchen. Finally, the highlight of the local culture was the One Night Only show at House of Blues featuring Billy Idol. Special thanks to all the concert’s sponsors, including P&G Professional and The J.M. Smucker Company: Away From Home!

15/15

Courtesy of Esrock Partners, a food marketing agency located near Chicago, Illinois that specializes in the food, beverage and foodservice industries and their current market trends. For a close-up of our capabilities, see our services.

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