Demonstration
People enjoying time together
Exhibitors and attendees chatting

The Winter FancyFaire* Attendee Experience

Turn January from a post-holiday blur into a focused moment of inspiration and preparation. Join friends, colleagues, and innovative suppliers at the First big food show of 2027.


Get Your Badge

Get Ahead and Get Excited for the New Year

2027 Trend of the Year

Trend of the Year

Unveiled at the First Night Celebration.

Sofi Awards 2027sofi Awards

Attendees can sample products from the finalists, and winners are announced live!

Fancy Forecast report

New Research Reveals

Be the First to see SFA’s latest research and projections.


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 First Taste 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 & Spark Pavilion
All the new, all in one place. Meet startups and first-time exhibitors in this dedicated area, including the new SFA Spark Pavilion, home to emerging brands
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.
Good Food Mercantile
On Sunday, January 17 (one day only!), your Winter FancyFaire* badge gives you access to the Good Food Mercantile. 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.

Sample and Network Beyond the Show Floor

Grab a breath of fresh air: experience San Francisco culinary magic and sample exhibitor products at hot restaurants in Chinatown, the Castro, and Hayes Valley neighborhoods, Saturday through Monday.


Get Full Details

  • Spotlight Shoppe
  • Exhibitors at booth talking to attendees
  • Spotlight Shoppe
  • First taste table
  • Buyers lounge
  • Membership HQ

Explore a Specialty Showcase Onsite

A reimagined Exhibit Hall experience, where inspiration can be found in every corner.

Go from booth to seated tasting to live demo stage as you discover products your way. Use the Winter FancyFaire* floor map to plan your journey and make the most of your time on the show floor.

View 2027 Exhibitors

The Fancy Difference: Service & Support

At the Winter FancyFaire*, you're more than a badge. You're our guest, part of a community with access to services that support your goals

  • In this dedicated space, buyer attendees can grab a seat, enjoy light refreshments, explore the Shoppable Product Wall and New Product Showcase, and design take-home custom Buyer Bag

    Buyer Lounge

  • This newly introduced service matches buyer attendees with exhibiting brands for short pre-show meetings to enable new relationships. Truly "curated," matches are made SFA's Buyer Relations team based on goals

    Curated Connections

  • In this dedicated space, press attendees can pick up their badges, chat and network, grab a spot on the couch or a desk to work, and check out featured exhibitor products

    Press Office

Who Attends

BiRite Burlington Caputos DLM Misfits Market The Fresh Market Walmart Whole Foods Williams Sonoma World Market
Driscoll Foods EarthFare Frazier Farms Fresh Direct good eggs grocery Gourmet Merchants Gus's Market Hungry Root Julius Silvert Liberty Heights Fresh
Lipari Lolli Pops metropolitan market Omni RSF Thrive Market TikTok Shop UGM VanLeewen Weee!

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. 

Containers of assorted nuts

Personalized product and peer recommendations based on your profile

Ask Sofie

Ask Sofie AI chatbot provides next-level support on-demand

Exhibitor Directory

Exhibitor Directory filters include key readiness signals

Interactive Floorplan

Interactive floorplan with built-in navigation guides

First-to-market opportunities • First-look innovations • First-rate connections

And your First taste of the future of specialty food

Registration Book Exhibit