General
Why is this happening?
The Specialty Food Association and the Good Food Foundation represent very similar values and customer bases related to development of food and beverage products. Combining efforts will shore up long-term resources for the Good Food Foundations's mission, and allow Good Food members to take advantage of the long-standing and successful SFA infrastructure and year-round benefits to create value across both organizations.
Will employees/Board members from the Good Food Foundation move over to SFA?
SFA and Good Food are working to identify what resources will be needed to ensure continuity and the right transition experience for Good Food members.
Membership
How does this benefit Good Food members?
Beginning sometime in 2026, Good Food members will gain access to all SFA member benefits, including education, data reports around category and trend performance, discounted business services, and an expanded community of peers.
How does this benefit SFA members?
This integration creates an expanded community of like-minded crafters/makers/manufacturers developing less processed, more authentic, and values-driven products to network, learn, and benefit from.
I am a member of the Good Food Foundation (crafters guild). What happens to my membership?
Guild membership will be transferred over to SFA membership sometime in the 2nd quarter of 2026. After that, on your normal guild renewal date, you will choose whether or not you wish to continue as a member of the SFA with Good Food designation or not. If you choose to renew, your company will retain the ability to use the Good Food seal, continue to be eligible to exhibit at Good Food Mercantiles, and you’ll gain full access to all of SFA’s member benefits, resources, and discounts.
What is the difference in cost to be a Good Food member vs. an SFA member?
SFA is currently evaluating its membership and dues structure, all while considering Good Food's offerings. No decisions have been made on membership costs. Once we complete the discovery stage more information will be available.
Does SFA have a product qualification process?
Yes, but it is very different from the Good Food qualification/vetting process. SFA will maintain the Good Food qualification/vetting process and offer the Good Food Guild designation to members that meet the same criteria set forth by Good Food.
Will I need to go through product qualification to join SFA?
Good Food Guild members do not have to be SFA product qualified to maintain their Guild membership. If they would like to exhibit at the Summer Fancy Food Show or Winter FancyFaire* or submit to the sofi Awards, they must become SFA product qualified. Current SFA members may be eligible for the Good Food Guild and can learn more and apply at https://goodfoodfdn.org/guild/
What will happen to the Good Food Guild designation?
The Good Food Guild designation will continue to exist as a designation awarded by SFA to brands that meet the Good Food Guild standards.
I am a member of the Merchant's Alliance. What happens to my membership?
SFA is happy to welcome Merchant members. Merchant members can access all SFA member benefits in Spring 2026.
Mercantile
What will happen to the Good Food Mercantile?
In January of 2026, there will be a Good Food Mercantile co-located with SFA's Winter FancyFaire* event in San Diego. It will continue to be a one-day event at the same price point you have paid in the past, with the same all-inclusive, move-in-ready package.
What about the June Good Food Mercantile? Will that also be co-located with the Fancy Food Show?
The June 2026 Mercantile will take place alongside the Summer Fancy Food Show in NYC. We have not yet determined whether that Mercantile will take place at Javits during SFFS or if it will continue to be the day before in a separate location. More information will be available in January 2026.
How do I sign up for the San Diego or New York Mercantile?
If you’d like to exhibit at the Good Food Mercantile in San Diego, you will need to be a Good Food Guild member and reserve space through the Good Food Foundation. For the Mercantile in New York City, SFA is currently developing that process.
Will the cost to exhibit at the Good Food Mercantile change/go up?
No, the cost will remain the same for 2026 ($1,150 Early, $1,250 regular, $1,350 late). Your exhibit package will include the same items as in the past plus one chair per exhibitor, access to shared electricity, 100 lbs of free drayage, and 3 badges for your team that are valid for all three days of the Winter FancyFaire or Summer Fancy Food Show.
What if I want to exhibit at both the Good Food Mercantile and Winter FancyFaire*/Summer Fancy Food Show?
SFA is happy to support any exhibitors who wish to participate in both the Good Food Mercantile and WFF, and will help guide them through the process.
Do I have to register (buyers) for Winter FancyFaire* or the Summer Fancy Food Show in order to attend the Good Food Mercantile?
Yes, a Winter FancyFaire* or Summer Fancy Food Show badge is required to attend the Mercantile. Merchant Supporters, Sustainers, and Collaborative members should have received unique codes for the complimentary passes included with their membership level benefits. Contact [email protected] if you have not received your code(s). Others who wish to attend the San Diego Show can use code GFFSD26 at checkout for 50% off the regular registration rate if you qualify as a Retailer, Foodservice, Distributor, Importer, Student/Faculty, Representative/Broker, or Investor. Non-exhibiting Manufacturers/Crafters will receive 25% off with the code. Business category qualifications can be found on the SFA website, and the code is only valid for those not already registered.
Will there be additional Good Food Mercantiles outside of those co-located with Winter FancyFaire* and Summer Fancy Food Show?
Most likely not in 2026. We are evaluating options related to additional Mercantiles and will update the community as things progress.
Awards
What will happen to the Good Food Awards?
The Good Food Awards will continue as a trusted and meaningful recognition program. The 2026 Good Food Awards are currently underway and will be celebrated at the 2026 Summer Fancy Food Show/Good Food Mercantile in NYC.
Will I still be able to use the Good Food Awards logo on products?
Yes, any product receiving the Good Food Award will have the same benefits and privileges that exist today.
How will the sofi Awards work with the Good Food Awards?
For the time being, both award programs will continue as-is. The sofi Awards will be celebrated at the Winter FancyFaire* event and the Good Food Awards will be celebrated at the Summer Fancy Food Show/Good Food Mercantile.