Winter FancyFaire*

Yes! We are actively booking exhibitors now. Our Sales Reps can help you secure a great booth and explore additional ways to promote your brand, create relationships with buyers, and generate leads. Please email sales@specialtyfood.com to get started. 

If you prefer to call, please contact the appropriate SFA Sales Rep or the main SFA office at (212)-482-6440.  

Registration will open in June 2025. We are excited to give you more time to plan your travel, so mark your calendars and book those flights soon! Please visit winterfancyfaire.com(Opens in a new window) to sign up for information as it becomes available.

Winter FancyFaire* is an entirely new trade show experience from SFA. We’re taking the trade show beyond the show floor to offer fresh opportunities to network, conduct business and come together as an industry. Winter FancyFaire* will invite participants to explore a culinary campus of discovery, connection, and flavor, within but also beyond the San Diego Convention Center.

This culinary campus offers expanded opportunities to connect with the right people in your preferred setting: structured or unstructured, on the show floor or offsite.

Attendees can expect to explore trends and taste new-to-market products in nontraditional ways, including through show guides customized to their roles. Exhibitors can expect new opportunities to sample products, receive feedback, and meet buyers and investors outside of the booth setting. All participants can look forward to engaging with the San Diego food community, thanks to partnerships SFA is striking with local food retail, restaurants, and attractions

We are excited to be shifting the sofi Awards schedule so that winners will be announced and celebrated during Winter FancyFaire* moving forward. Given the impact that sofi-Award-winning products and brands like Ben & Jerry’s, LARABAR, and Fever-Tree have made on the industry, this schedule change allows us to unveil the innovative, trend-setting winners at the show that sets the tone for each new year in food: Winter FancyFaire*.

We’ve got big, exciting plans for Winter FancyFaire*, and they extend far beyond 2027! Our new show is here to stay as the food industry’s first gathering of each year, celebrating what’s new and bringing our community together in innovative ways. We’ll be in San Diego in 2026, San Francisco in 2027, and the locations and dates for 2028 and beyond will be announced as soon as they are confirmed.

We encourage you to reach out to your SFA Sales Rep(Opens in a new window) or your Member Advisor(Opens in a new window) to make them aware of your questions. As a membership organization, we want to have a continuous feedback loop with our members so that we can make decisions that best serve the needs of our community. to make them aware of your concerns. As a membership organization, we want to have a continuous feedback loop with our members so that we can make decisions that best serve the needs of our community.