Badge Registration

Show badges can be purchased online or onsite at the Fancy Food Show. View registration details and show policies below or select the button below that best suits your trade to register online.



Badge pricing ranges from $35 to $60.*

*Valid only for business categories identified here. The cost of badge for consultant, non – retail & business services is $100 per person.


  • Removal of samples from the exhibit halls is prohibited.
  • Fancy Food Show is a trade only event - only businesses related to the specialty food industry may attend. Show is not open to the general public.
  • Persons under 18 (including infants) cannot attend.
  • Soliciting by attendees is prohibited.
  • Use of wheeled carts or wheeled bags is not allowed on exhibit floor.
  • Taking photos or videos of exhibitor booths is prohibited.
  • Lost Badges: In the event that you lose or forget your badge, you will be required to get a new one for a fee. The replacement fee is between $35* - $45* for pre-registered attendees and $60* for onsite attendees. To have a replacement badge printed please go to registration with your identification, and one will be printed for you. *The replacement fee for consultant, non-retail & non-foodservice is $100 per person.
  • Cancellation Policy: Badge fees are non-refundable & non-transferable to other shows.

Badge Identification

Badge colors for exhibitors and attendees relate to the following business classifications.

Attendee Badge Color Identification

  • Red Retail Buyers
  • Purple Restaurants, Cafés, Caterers, Foodservice Institutions (Country Clubs, Resorts, Hotels, Hospitals & Universities), Distributors & Wholesalers (to foodservice)
  • Blue: Distributors & Wholesalers (to retail)
  • Green: Brokers
  • Yellow: Consultants, Non-Retail & Non-Foodservice
  • Brown: Associate Trade Show Attendees, Cooking School (Faculty & Student) & Media/Publication
  • Orange: Manufacturer/Producer
  • Gray: Importer/Exporter
  • Gray: Official Press Media (journalists, editors, broadcast, etc.) will also have a Gray Badge with the word PRESS at the bottom.

Exhibitor Ribbon Identification

  • Silver: sofi Finalist:
  • Gold: sofi Winner
  • Light Green: Natural & Organic
  • Purple: Foodservice
  • Tan: Diversity-Certified
  • Dark Green: Broker Member
  • Yellow: Specialty Food Association Retailer Network Member
  • Silver: Specialty Food Association Councils and Committee Members


Moscone Center

747 Howard Street
San Francisco, CA 94103 Map It


Sunday, January 11: 10AM-5PM
Monday, January 12: 10AM-5PM
Tuesday, January 13: 10AM-4PM

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