Apply for Complimentary Registration

Apply to attend the Winter FancyFaire* 2026 free!  Offer valid for qualified buyers.


 

#1 Stay ahead of your customers' wants

#2 Establish and strengthen business relationships

#3 Get months' worth of business done in 3 days

About The Program

Specialty food buyers are invited to get a First look at the newest products, brands, and trends shaping the industry at SFA's first-ever Winer FancyFaire* taking place January 11-13, 2026. Will you be there?

The Specialty Food Association is offering complimentary badges to qualified buyers for Winter FancyFaire* 2026, a new First-of-the-year trade show experience designed to reignite your spark with fresh opportunities to network, conduct business and come together as an industry.

Interested buyers may also contact Michelle McDonald directly for more information: [email protected]

(Offer valid for qualified buyers only; all registrations will be reviewed.)

Apply Now

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.

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.

Who Qualifies?

  • Your company is a food retail operation. This includes retail stores and online retailers. Your retail operation must sell more than one manufacturer's product line to an end consumer.
     

    If you ONLY SELL ONE MANUFACTURER'S PRODUCT LINE, see Manufacturer/Producer.

    If you are an E-COMMERCE PLATFORM PROVIDER, see Business Services.

    PLEASE PROVIDE ALL DOCUMENTS IN ENGLISH.

    Primary Business Sub-category

    Convenience Store

    Department Store

    Discount Retailer

    Drug Store/Pharmacy

    E-tailer/Mail Order

    Independent Grocer

    Mass Merchant/Wholesale Club

    Natural/Organic/Health/Co-op

    Specailty Stores

    Supermarket Chains

    Retail: Gift Baskets, Corporate

    Retail: Candy, Confections

    Retail: Coffee, Tes, Etc.

    Retail: Bakery, Etc.

    Retail: Deli or C-Store

    Retail: Wines/Liquors

    Retail: Cookware/Housewares

    Retail: Other
     

    Acceptable Business Credentials

    Must be current and include at least one of the following:

    • Active Website link that directly sells finished consumer-ready food products from multiple manufacturers products to end consumer, retailer, manufacturer, or foodservice.
    • Two (2) recent wholesale invoices billed to registered company from within the past 180 Days (6 months) which includes your company name and address, as well as the name and address of the manufacturer or distributor.
      • Purchase orders and handwritten invoices are not accepted.
      • Waybills, consignment shipping and pro-forma Invoices are not accepted. Invoices billed by your company to another entity are also not accepted.
      • You may omit pricing information (Optional).

    Please note: we may verify your submitted documentation by contacting vendors you identify in your registration.
     

    Acceptable Employment Credentials

    Must be current and include one of the following:

    • Business Cards are NOT accepted.
    • Company email address (i.e. [email protected])
    • 2 Recent Paycheck Stubs (Please redact financial and sensitive information.) - Handwritten paycheck stubs are not acceptable.
    • Company Identification Card (must include company name, your photo, and full name) Digital renderings of your company identification card are not acceptable.
    • Company insurance card with employee’s name (Please redact sensitive information.)

  • Your company buys and resells finished food products to retail or foodservice operations. This category includes wholesalers, distributors, and exporters of finished specialty food products. To qualify for the Distributor classification, you must be a third-party distributor of more than one manufacturer's line of finished, consumer-ready brand in addition to any brands owned by your company.

    If you produce or distribute FOOD-RELATED COMMODITIES, INGREDIENTS, SPICES, OR UNFINISHED FOOD-RELATED PRODUCTS, see MANUFACTURER/PRODUCER.

    If you produce or distribute PACKAGING or equipment/machinery, see BUSINESS SERVICES.

    If your company provides TRANSPORTATION, WAREHOUSING and/or LOGISTICS, see BUSINESS SERVICES.

    If your company provides support for REGULATIONS/LICENSING and/or COMPLIANCE, see BUSINESS SERVICES.

    PLEASE PROVIDE ALL DOCUMENTS IN ENGLISH.

    Primary Business Sub-category

    Distributor (Foodservice)

    Distributor (To Retailers)

    Exporter

    Grocery Wholesaler
     

    Acceptable Business Credentials

    Must be current and include at least one of the following:

    • Active website link that directly sells finished consumer-ready food products from multiple manufacturers products to a retailer or foodservice company.
    • Product catalog showing brand selection as well as multiple product lines
    • Two (2) recent wholesale invoices billed to registered company from within the past 180 Days (6 months) which includes your company name and address, as well as the name and address of the manufacturer or distributor.
      • Purchase orders and handwritten invoices are not accepted.
      • Waybills, consignment shipping and pro-forma Invoices are not accepted. Invoices billed by your company to another entity are also not accepted.
      • You may omit pricing information (Optional).

    Please note: we may verify your submitted documentation by contacting vendors you identify in your registration.
     

    Acceptable Employment Credentials

    Must be current and include one of the following:

    • Business Cards are NOT accepted.
    • Company email address (i.e. [email protected])
    • 2 Recent Paycheck Stubs (Please redact financial and sensitive information.) - Handwritten paycheck stubs are not acceptable.
    • Company Identification Card (must include company name, your photo, and full name) - Digital renderings of your company identification card are not acceptable.
    • Company insurance card with employee’s name (Please redact sensitive information.)

  • Your company procures goods or products from international markets with the intention of selling them within the domestic market.To qualify for the Importer classification, you must be a third-party importer of more than one manufacturer's line of finished, consumer-ready food brand products in addition to any brands owned by your company.

    If you produce or import FOOD-RELATED COMMODITIES, INGREDIENTS, SPICES, OR UNFINISHED FOOD-RELATED PRODUCTS, see MANUFACTURER/PRODUCER.

    If your company provides TRANSPORTATION, WAREHOUSING and/or LOGISTICS, see BUSINESS SERVICES.

    If your company provides support for REGULATIONS/LICENSING and/or COMPLIANCE, see BUSINESS SERVICES.

    PLEASE PROVIDE ALL DOCUMENTS IN ENGLISH.

    Primary Business Sub-category

    Importer
     

    Acceptable Business Credentials

    Must be current and include at least one of the following:

    • Active website link that directly sells finished consumer-ready food products from multiple manufacturers products to a retailer or foodservice company.
    • Product catalog showing brand selection as well as multiple product lines.
    • Two (2) recent wholesale invoices billed to registered company from within the past 180 Days (6 months) which includes your company name and address, as well as the name and address of the manufacturer or distributor.
      • Purchase orders and handwritten invoices are not accepted.
      • Waybills, consignment shipping and pro-forma Invoices are not accepted. Invoices billed by your company to another entity are also not accepted.
      • You may omit pricing information (Optional).

    Please note: we may verify your submitted documentation by contacting vendors you identify in your registration.
     

    Acceptable Employment Credentials

    Must be current and include one of the following:

    • Business Cards are NOT accepted.
    • Company email address (i.e. [email protected])
    • 2 Recent Paycheck Stubs (Please redact financial and sensitive information.) - Handwritten paycheck stubs are not acceptable.
    • Company Identification Card (must include company name, your photo, and full name) - Digital renderings of your company identification card are not acceptable.
    • Company insurance card with employee’s name (Please redact sensitive information.)

  • Your company or institution sells/serves prepared foods to the end consumer. The Foodservice category includes restaurants, caterers, hospitality and institutional venues.

    PLEASE PROVIDE ALL DOCUMENTS IN ENGLISH.

    Primary Business Sub-category

    Caterer

    Full Service Restaurant: Chain

    Full Service Restaurant: Fine Dining

    Full Service Restaurant: Independent

    Hotel and Lodging

    Institutional/Commercial Dining Services

    Limited Service Casual

    Limited/Quick Serve Restaurant

    Meal Kits

    Foodservice: Hospital/Healthcare/Military

    Foodservice: School/School Distric/University

    Foodservice: Resort/Casino/Cruise Ship/Airline

    Foodservice: Corporate Dining Services/Private Chef

    Foodservice: Clubs: Country/Membership/Health

    Foodservice: Other
     

    Acceptable Business Credentials

    Must be current and include at least one of the following:

    • Active website link to menu or catering services provided
    • Current Food & Beverage License (must be a copy of the document itself)
    • Two (2) recent wholesale invoices from different manufacturers billed to registered company from within the past 180 Days (6 months) which includes your company name and address, as well as the name and address of the manufacturer or distributor.
      • Purchase orders and handwritten invoices are not accepted.
      • Waybills, consignment shipping and pro-forma Invoices are not accepted. Invoices billed by your company to another entity are also not accepted.
      • You may omit pricing information (Optional).

    Please note: we may verify your submitted documentation by contacting vendors you identify in your registration.
     

    Acceptable Employment Credentials

    Must be current and include one of the following:

    • Business Cards are NOT accepted.
    • Company email address (i.e. [email protected])
    • 2 Recent Paycheck Stubs (Please redact financial and sensitive information.) - Handwritten paycheck stubs are not acceptable.
    • Company Identification Card (must include company name, your photo, and full name) - Digital renderings of your company identification card are not acceptable.
    • Company insurance card with employee’s name (Please redact sensitive information.)
    • Culinary Certificate or Degree (Foodservice only)
Qualification Information
The Show is a trade only event and is not open to the public. Only individuals and businesses related to the specialty food industry may attend. All attendees are qualified based on their company's primary business. Prior approval to Show events does not guarantee approval of a registrant. You may be asked to submit qualifying materials again this year. We reserve the right to request additional credentials if we are unable to determine your primary business classification and/or your employment status with the registrant's company. If, after review of your business credentials, Show Management finds that you do not qualify for the business classification you selected, you will be required to pay the fee (which may be higher) associated with the registration type assigned to you to confirm your registration.