Say goodbye to the post-holiday slump. Come together with brands, your peers, even your competition, and find your spark at SFA’s reimagined First industry event of the year.
Get Ahead and Get Excited for 2026
2026 Trend of the Year
Be the First to know the 2026 Trend of the Year in specialty food, curated by SFA and backed by data, as we kick off Winter FancyFaire* with the First Night Celebration on Sunday, January 11.
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Industry Outlook 2026
Come together on Monday morning to get a First look at the new SFA Industry Outlook Report for 2026, as we delve into key consumer behaviors and insights with a research presentation, panel discussion, and more.
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The North Star* Stage
Encounter bold ideas, inspiration, and insights to challenge your assumptions and guide your strategic planning. Our biggest stage will platform keynotes, new research and data, provocative panels, and more.
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sofi™ Awards Celebration
See and sample best-in-class sofi Award winners across 25 hot categories, as we reveal the Gold Award and Grand Honors Award winners, including Products of the Year and the first-ever Timeless Taste Award.
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Discover In-Demand Products, On Demand
Down every aisle, you’ll find curated showcases of top products, including new settings like the Spotlight Shoppe and sofi™ First Taste Table.
Connect with Food, the Community, and Yourself
Grab a big breath of fresh air as the trade show experience goes beyond the Exhibit Hall. You’ll discover exhibitor products alongside local specialties on our Campus Tasting Trail across San Diego.
Explore the Show Floor
A reimagined Exhibit Hall experience, where inspiration can be found in every corner.
Discover tastings, showcases, and networking at every turn. Use the Winter FancyFaire* floor map to plan your journey and make the most of your time on the show floor.
Join These Registered Attendees
Find Who and What You're Looking For
We've incorporated new technologies and are using data to help you meet with the right brands and partners, so you maximize ROI and ROT.
New Event App
The Winter FancyFaire* app is built on a new system and offers enhanced tools. Explore exhibitors, products, and sessions and boost your efficiency with interactive maps and better networking tools.
“Ask Sofie” AI Chatbot
Your personal event liaison, offering instant answers, recommendations, and smarter support with real-time event data and expanded SFA content. Chat with Sofie on the SFA website or in the event app.
Personalization
Planning your show is easier than ever, with suggestions for products, booths, and more based on your unique business.
Insights & Data
Gain better and deeper insights into your activity during the show seamlessly, making post-show connections and deal-making easier than ever.
