Specialty Food Association Unveils Innovative Winter Event
Exciting Launch of Winter FancyFaire by Specialty Food Association
The Specialty Food Association (SFA) has announced a unique addition to its lineup: the Winter FancyFaire, aiming to redefine the trade show experience. Scheduled to premiere in early 2026, this event promises to bring together the brightest minds in the specialty food industry. With a fresh format, the Winter FancyFaire is designed to engage both emerging and established food innovators through interactive experiences and opportunities for collaboration.
Event Highlights for Winter FancyFaire
Winter FancyFaire will take place over three days in what has been described as a culinary campus, allowing participants to explore the latest trends in specialty food. The event will not only be held at the San Diego Convention Center but will expand beyond its walls to foster a rich atmosphere of discovery and connection.
A Focus on Innovation and Engagement
According to Bill Lynch, president of SFA, "Innovation is the lifeblood of the CPG industry, and the mission of SFA is to help that innovation come to market." The association recognizes the ever-evolving landscape of the specialty food industry, which poses challenges for brands at every stage. Winter FancyFaire intends to provide a platform for brands, both large and small, to connect effectively with the buying community and gain critical insights for future growth.
Future Editions and Location Expansion
Following its inaugural event in San Diego, the Winter FancyFaire is set to migrate to San Francisco in 2027, showcasing two of California's most vibrant food cities. Attendees can look forward to immersions in local culinary cultures, enhancing the overall trade show experience. With access to an abundance of retailers and suppliers, participants will gain insights that are difficult to find elsewhere in the United States.
The Schedule and What to Expect
Current Schedule for Winter FancyFaire:
- 2026 Winter FancyFaire – January 11-13, San Diego
- 2027 Winter FancyFaire – January 17-19, San Francisco
The event will offer numerous activation opportunities, allowing participants to explore both the convention center and the surrounding culinary scene. SFA is aware of the changing expectations among trade show attendees, especially with Millennials and Gen Z set to make up a significant workforce by 2030. This demographic shifts the focus towards experiential learning and trend identification, which Winter FancyFaire is set to address.
Celebrating Innovation at Winter FancyFaire
SFA has further committed to highlighting innovation by hosting the 2025-2026 sofi™ Award winners during the Winter FancyFaire in 2026. This change in scheduling underscores the importance of recognizing exceptional products and innovation in the specialty food sector.
In a notable shift, SFA announced the conclusion of the Winter Fancy Food Show after 2025, redirecting resources and attention towards the Winter FancyFaire. However, the Summer Fancy Food Show will continue as planned, with the next event scheduled for June 29 - July 1, 2025, in New York City.
Exclusive Access and Participant Information
Like all SFA events, Winter FancyFaire will be open exclusively to qualified members of the specialty food trade, industry affiliates, and media representatives. Participants interested in updates or further information on the event can visit winterfancyfaire.com to stay informed.
About the Specialty Food Association
Founded in 1952, the Specialty Food Association (SFA) serves as a non-profit trade association representing the expansive $207 billion specialty food industry. With a community of over 4,000 businesses, SFA fosters participation and success across a diverse range of makers, buyers, and distributors. By creating educational resources, events, and a network of information, SFA champions innovation and inclusivity in the industry.
Frequently Asked Questions
What is Winter FancyFaire?
Winter FancyFaire is a new trade show introduced by the Specialty Food Association, focusing on innovative specialty food products and experiences.
When will Winter FancyFaire take place?
The inaugural event is set for January 11-13, 2026, in San Diego, followed by a move to San Francisco in 2027.
Who can attend the Winter FancyFaire?
Attendance is restricted to qualified members of the specialty food trade, industry affiliates, and media representatives.
What is SFA's mission with Winter FancyFaire?
SFA aims to foster innovation and engagement in the specialty food industry, helping brands connect with consumers and explore growth opportunities.
Are there any changes to the existing trade show formats?
Yes, Winter FancyFaire will replace the longstanding Winter Fancy Food Show, providing a fresh approach to the specialty food trade show experience.
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