The Specialty Food Association (SFA) is excited to announce the appointment of Andrew Darmohraj as Senior Vice President of Tradeshows, a newly created leadership role designed to oversee SFA’s exhibitor offerings, event operations, and sales strategy. The appointment comes as SFA looks to advance its tradeshow experience in response to changing dynamics in how buyers and makers network, build their businesses and, ultimately, achieve success within the specialty food industry.
In this role, Darmohraj will lead the sales function across SFA’s portfolio of tradeshows and programs, which include the famed Summer Fancy Food Show, the newly launched Winter FancyFaire*, and the Good Food Mercantile, the latter of which is part of SFA’s recently announced partnership with the Good Food Foundation. As SFA continues to add to its year-round programming in 2026, Darmohraj will also help develop new offerings for suppliers and service providers to support SFA’s maker members.
“The Association is incredibly fortunate to have Andrew join the team as we advance our tradeshow strategy and elevate our show experiences for exhibitors and attendees alike,” said Bill Lynch, SFA President. “His deep experience building and scaling trade shows and sales organizations makes him uniquely positioned to help lead our sales and operations teams through this exciting period of growth.”
For over 20 years Darmohraj held various roles at the American Pet Products Association, ultimately rising to the role of Executive Vice President and Chief Operating Officer. Under his purview, the association grew its flagship event, Global Pet Expo, into the pet industry’s largest trade show. Most recently, Darmohraj optimized the event strategy for the National Safety Council.
"What drew me to SFA was the entrepreneurial spirit of its members combined with the association’s dedication to support these makers and buyers in impactful ways,” said Darmohraj. “I’m thrilled to work with the SFA trade show team and the broader SFA community to deepen engagement at our events in order to help the specialty food industry thrive.”
Darmohraj joins SFA during a period of momentum, following the debut of Winter FancyFaire* earlier this year in San Diego. Featuring unique opportunities for exhibitors to connect on and off the exhibit floor, Winter FancyFaire* is the latest example of the Association’s commitment to evolving its events portfolio to elevate the buyer and exhibitor journey. This same spirit of innovation will carry forward to the Summer Fancy Food Show later this year, with the organization building upon the trusted experience attendees and exhibitors value, and introducing additional opportunities for discovery and community building.
About Specialty Food Association
The Specialty Food Association (SFA) was founded in 1952 and is the not-for-profit trade association of the $219-billion specialty food industry. Representing more than 4,400 businesses worldwide, SFA champions industry participation and success for a diverse community of makers, buyers, importers, distributors, and service providers by producing events, programs, and year-round resources and education. SFA owns and operates the Summer Fancy Food Show, Winter FancyFaire*, and the sofi™ Awards, which have honored excellence in specialty food and beverage annually since 1972. SFA also produces the e-newsletter Specialty Food SmartBrief, the Trendspotter Panel annual predictions and Show reports. Find out more at Specialtyfood.com, and connect with SFA on LinkedIn, Instagram, TikTok, Facebook, and X.
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SPECIALTY FOOD ASSOCIATION WELCOMES ANDREW DARMOHRAJ AS SENIOR VICE PRESIDENT, TRADESHOWS
