Launch, exhibit, and grow with support from SFA!
Have a great specialty food or beverage product? Want to scale your business into retail or foodservice? SFA can help.
Over six months of remote learning, expert coaching, and peer support, Maker Prep Course will get you ready to make a splash at the premier trade shows for specialty products: SFA’s Winter FancyFaire* and Summer Fancy Food Show.
Your Steps to Trade Show Success
Details and Pricing
Enrollment is open now through the start of Winter FancyFaire* 2027. The next cohort kicks off with in-person sessions on Saturday, January 17 at the show in San Francisco. You’ll have the rest of the show to explore and enjoy.
Course fee: $199 (Member) / $599 (Non-Member)
Also includes:
- One year of full SFA membership
- Badges to both 2027 SFA trade shows
- Exhibitor support package (full details)
"As a startup founder with limited time, I love that I can complete the course at my own pace... Through education and the community SFA cultivates, I know I can move forward with confidence in my startup journey."
-Caroline McGinley, La Gringuita Cookies
What You'll Learn
Through Maker Prep Course, you’ll strengthen your business plan, get ready to exhibit successfully, and build a professional network to support you at your first trade show and beyond it.
The course covers four key areas of business readiness for specialty food and beverage brands.
✅Compliance & Quality
Make sure your product is ready for the spotlight.
🌎Operations & Supply Chain
Produce, manage, and deliver products consistently.
💰Finance & Growth
Create a foundation for scaling sustainably.
📈Marketing & Sales
Build a strategy to reach customers effectively.
Food safety, quality assurance, shelf-life testing, food certifications, and compliance requirements.
Supply chain, sourcing, inventory management, fulfillment, co-packing, and quality control in co-packing.
Funding and equity, pricing, cost of goods, suggested retail price, and trade spending.
Digital marketing, social media, brand partnerships, trade channels, sales 101, and working with distributors and brokers.
Make a Splash at Your First Show
Upon completion of Maker Prep Course, you’re ready to exhibit! All graduates have access to an exclusive support package to help you make an impact at your first show.
Cost-Effective Exhibit Space
Buyer Meeting Coordination
PR and Social Media Promotion
Recognition in Your Booth & App Profile
Book a tabletop in the SFA Spark Pavilion, part of Debut District, the show’s hub for emerging brands
Preferential consideration to be matched with buyer attendees for 1:1 meetings, based on mutual interest
Gain visibility through Maker Prep callouts in SFA’s pre-show press releases and dedicated social media spotlights
Attract buyers, press, and investors interested in emerging brands with special “Maker Prep Graduate” designations
"I highly recommend this program to anyone who is serious about launching a brand in the Specialty Food space! The access to a network of buyers, brands and vendors and the detailed coursework of every important part of the business have been most helpful to me."
-Shyela Malani, Muria Foods
