Show Attractions & Experiences 

Discover, sample, and network your way at the First big food show of 2027. 

New activations and experiences make Winter FancyFaire* an unforgettable event, both inside Moscone Center and out in San Francisco.


Explore the Floorplan

Events & Celebrations

Pavilions and Featured Areas

Good Food Mercantile (Sunday Only!)
Meet leading values-based suppliers and taste Good Food Award-winning products in this delicious showcase of food and beverages that meet high standards for sustainability, ingredient quality, and responsible practices.
Debut District & Spark Pavilion
All the new, all in one place. Meet emerging brands in the new SFA Spark Pavilion.
Category Pavilions
Sample and compare products in innovation-packed pavilions including Beverage, Confectionary & Snacks, and more.

Activations for Product Discovery

Spotlight Shoppe
See exhibitor products in a new light in this retail-inspired discovery zone. 
Discovery Kitchen
Experience exhibitor products in action as chefs from San Francisco and across the country host live demo sessions. 
First Taste Table
Book a seating, enjoy curated flights of exhibitor samples, and meet the makers.

Panels and Education

Three days of programming and panels with brilliant speakers from across the industry. 


What Are Conscious Consumers Hungry For? 2027 Good Food Awards Snapshot 

Charles Davis
Jennifer Shawgo
Michelle Nadeau

Charles Davis

Founder & Lead Consultant, Urchin

Jennifer Shawgo

Senior Director, Technology Strategy & Programs, The Food Industry Association

Michelle Nadeau

VP of Marketing, Martie

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Inside Retailers' AI-Driven Buying Decisions & How Brands Can Win

Alice Mintz
Louise Fritjofsson
Pierre Jamet

Alice Mintz

Co-Founder, CEO, Sous

Louise Fritjofsson

Co-Founder, Martie

Pierre Jamet

Head of Sales, Fishwife

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No Bull$#!%: Hype-Free Advice for Succeeding in Specialty

Heather Brand
James Ren
Jessie Kimsey

Heather Brand

Director of Strategic Growth, GoodPop

James Ren

Vice President of Revenue & Growth, GoodSAM

Jessie Kimsey

Associate Director, Vendor Strategy & Category Innovation, Misfits Market

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Ask the Experts

Open to all badge-holders, this area hosts 1:1 or small-group sessions with subject-matter experts across PR and marketing, food retail, and more. It’s a great way to tap into the well of knowledge that appears when this community gets together.

More details and full schedule of sessions coming soon!

Beyond the Exhibit Hall


The Campus Tasting Trail  

Free for all badge-holders! Explore the San Francisco culinary scene as you taste exhibitor products in bespoke menu items at hot restaurants in Chinatown, the Castro, and Hayes Valley neighborhoods, Saturday through Monday. 


Restaurants & Timing



sofi Awards

Be there as the 2027 sofi Award winners are announced live! On Sunday after the show, all badge-holders are invited to celebrate Day 1 of the show, taste sofi finalist products, and raise a glass to the newly minted winners. 

More details coming soon!

Playoff Watch Party

Enjoy the NFL playoffs atmosphere with the incredible specialty food community. This casual watch party just a six-minute walk from the Moscone Center is open to all badge-holders. Bring your badge to receive two (2) free drink tickets at the door.

Full Details