SAN FRANCISCO — After nearly five decades, the Specialty Food Association (SFA) is closing the chapter on its Winter Fancy Food Show held in Las Vegas and introducing a new concept: Winter FancyFaire*. The inaugural event will debut in San Diego in 2026, followed by San Francisco in 2027.
“We decided to move the show based on feedback from our community telling us that part of what they value in trade show participation is the opportunity to explore different cities as part of their complete experience,” Bill Lynch, CEM, President of SFA, said.
Both San Diego and San Francisco offers a blend of cutting-edge facilities, vibrant food scenes and many specialty food makers and buyers.
“With the goal of delivering a more dynamic and customizable experience for attendees, we are eagerly exploring partnerships with local foodservice outlets, retailers and other attractions,” said Lynch. “The trade show audience is evolving, and our trade shows will evolve to meet and exceed their expectations for work events. Winter FancyFaire* participants will find new and exciting ways to experience products, discover emerging consumer trends and engage with the community throughout the host city.”
The new format also opens doors for exhibitors of all sizes. “For our exhibitors, expanded opportunities for participation mean that brands whose budget can’t cover a full booth space or even a startup tabletop can still find ways to connect with the buying community, showcase their ideas and products, and gain valuable feedback. This will further enhance the attendee experience by introducing them to emerging makers and new products they’d be unlikely to see at any other show.”
Related. Ideas Simmer at SFA During Shutdown
While the Summer Fancy Food Show will remain at the Javits Center in New York City, running this year from June 29 to July 1, the new Winter FancyFaire* marks a shift in strategy. The recently concluded Winter Fancy Food Show in Las Vegas wrapped up on Jan. 21.
The SFA, representing the $207 billion specialty food industry, plans to leverage the renowned food cultures of San Diego and San Francisco by creating activations and experiences that extend beyond convention center walls.
New San Francisco Travel Association Head Leads the Charge
Last September, the San Francisco Travel Association, the official destination marketing organization for the city and county, named Anna Marie Presutti as its President and CEO — the first female to lead the organization.
Under Presutti’s leadership, the city is making strides in its mission to attract large-scale events and trade shows. Winter FancyFaire* is one example. It will be held at San Francisco’s Moscone Center in January 2027, the first time SFA is returning to San Francisco since 2020.
“The confirmation of SFA’s new high-profile trade show for 2027 is a testament to the positive momentum we are building and our focused efforts to attract group business,” said Presutti in a statement. “San Francisco is the perfect host city for Winter FancyFaire*, offering attendees a chance to experience the creativity, vibrancy, and flavor that distinguish our destination. As one of the world’s culinary capitals, San Francisco is home to some of the most inventive chefs and artisans, making it the ideal setting for this exciting event.”
Reach Bill Lynch at blynch@specialtyfood.com
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