Why Attend

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 FancyMart and sofi™ Community Table.

First Taste Table

Escape the hustle and bustle of the Exhibit Hall by booking a seating at the First Taste Table, a new setting for for buyers and tastemakers to enjoy an intimate tasting flight, fun conversations, and collective problem-solving.

Spotlight Shoppe

See exhibitor products in a new light in this retail-inspired discovery zone. Browse by category, like frozen or snacks, or let your eyes guide you to inspired packaging and products your customers want to see on your shelves.

Debut District

All the new, all in one place. This dedicated area hosts startups and incubators, first-time exhibitors, and new-product debuts, so if you’re looking to taste and talk with the next big thing, this is where you’ll want to be.

Category Pavilions

Find the categories you’re looking for with ease, thanks to our innovation-packed pavilions like Beverage, Snacks and Sweets, Plant-Based, and more. Sample and compare hundreds of relevant products in each dedicated aisle.

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.