The Specialty Food Association (SFA) is preparing for a paradigm shift in the world of specialty food trade shows with the upcoming Winter FancyFaire, set to debut in January 2026 in California. After nearly fifty years of hosting the Winter Fancy Food Show, which has established itself as a respected venue for showcasing the latest trends and innovations in the specialty food market, the SFA recognizes the need for evolution. This transition reflects both a strategic and creative reimagining aimed at catering to contemporary consumer preferences and the ever-evolving market dynamics.
While the Summer Fancy Food Show will continue as planned at the Javits Center in New York City from June 29 to July 1, 2025, Winter FancyFaire aims to enhance attendee engagement and elevate the overall experience for exhibitors, buyers, and food enthusiasts alike. The inaugural event will take place at the San Diego Convention Center, further expanding to San Francisco in the following year, which illustrates a mobile approach to reach a broader demographic within the industry.
One of the standout features of Winter FancyFaire is its commitment to interactivity and immersion. By introducing elements such as curated food halls and culinary campuses, the SFA seeks to create an environment that not only showcases products but also facilitates deeper connections and interactions among attendees. The inclusion of “Ask the Experts” stations, designed similarly to Apple’s Genius Bar, will allow attendees to engage directly with specialists from various fields like marketing and packaging. This hands-on approach is a step away from traditional trade show formats, advocating for a comprehensive educational experience.
Bill Lynch, President of the SFA, expresses a clear intention: “We wanted to provide a platform that celebrates innovation, fosters deeper connections, and delivers a more immersive and engaging experience for everyone involved.” This mission statement defines the essence of the new event and highlights the SFA’s desire to adapt to changing consumer behavior, particularly amongst millennials and Gen Z who favor unique, experiential engagements over conventional purchasing methods.
Despite the burgeoning $207 billion specialty food industry—a remarkable increase of 149% over the past decade—economic challenges loom large. The shift to Winter FancyFaire presents an opportunity to mitigate some of these pressures. Recognizing that many emerging brands are struggling to maintain a foothold in a competitive marketplace, the SFA has committed to offering significantly lower costs for participation. Innovative options like tabletop booths and day passes are being introduced to make the event more financially accessible for small businesses.
Lynch highlights the financial burden of traditional trade show participation, where booth costs alone can represent a significant portion of total expenses. By lowering entry costs and providing premium services aimed at education and networking, Winter FancyFaire intends to support emerging brands which, for one reason or another, have found themselves on shaky ground.
Transitioning from an established event like the Winter Fancy Food Show to a new format raises concerns about maintaining trust across the SFA’s extensive membership base, which comprises about 4,000 companies. Addressing these issues prior to the debut of Winter FancyFaire is paramount. Lynch assures members that extensive planning and evaluations have taken place, with on-the-ground staff thoroughly assessing safety and accessibility in both San Diego and San Francisco.
He reassures attendees by stating, “We’re confident that we’ve chosen destinations that will provide a safe and engaging environment for our community.” Trust is paramount, especially as many attendees have cultivated relationships through years of participation in the Winter Fancy Food Show. Maintaining this loyalty while embracing change poses a significant challenge, yet one that the SFA is committed to meeting head-on.
The introduction of Winter FancyFaire marks a significant evolution for the Specialty Food Association. By embracing new trends in consumer engagement and adapting to the shifting market landscape, the SFA is strategically positioning the winter event as a pivotal opportunity for discovery, connection, and growth in the specialty food industry. As the landscape of food trade shows changes, the anticipation mounts for what the future holds, both for established brands and innovative newcomers alike.