The Specialty Food Association (SFA) is bidding farewell to Winter Fancy Food Show after nearly five decades, and ushering in a new era with the launch of Winter FancyFaire in California in January 2026.
The Summer Fancy Food Show, however, will remain unchanged, with the 2025 show taking place at the Javits Center in New York City from June 29 to July 1.
The three-day event, scheduled for January 11-13, 2026, which will debut at the San Diego Convention Center with plans to rotate to San Francisco the following year, will offer more interactive and experiential features, including curated food halls, culinary campuses, and an “Ask the Experts” station inspired by Apple’s Genius Bar that will connect attendees with industry experts in areas like packaging, marketing, and social media.
Registration for the first Winter FancyFaire is slated to open in early September 2025.
For years, Winter Fancy Food Show has been serving as a key platform for food makers, buyers, and distributors to discover trends and showcase innovative products, but “we felt like it was time for a reimagining,” Bill Lynch, President of the SFA, said recently during an exclusive interview.
“We wanted to provide a platform that celebrates innovation, fosters deeper connections, and delivers a more immersive and engaging experience for everyone involved.”
He added how the move back to California is “strategic” as the state boasts a higher density of specialty food buyers compared to Las Vegas, where the Winter Fancy Food Show has been held in recent years.
Lower Price Point & Higher Engagement
The event is expected to serve as a launchpad for the latest specialty food trends, and will extend beyond the convention center, with activations and experiences in nearby venues, including outdoor spaces and local businesses.
“We’re seeing a lot of innovation in these areas: snacking, global flavors, and better-for-you foods,” Lynch said. “Non-alcoholic beverages, natural sweeteners, and functional foods that promote mental clarity are gaining traction, particularly among younger consumers.”
The U.S. specialty food sector has a broad-based appeal, generating a massive $207 billion in total sales in 2023, the SFA data showed. That represents a 149% increase over the past decade. However, intense market competition and economic challenges have forced a slew of a brands to shut down, particularly among emerging, direct-to-consumer CPG.
To address these challenges, Winter FancyFaire will offer lower-cost participation options, such as tabletop booths and day passes, to help alleviate financial pressures for exhibitors. This approach mirrors efforts by other trade show organizers, such as New Hope, which replaced its long-running Natural Products Expo East with Newtopia Now in 2023 to better support emerging CPG brands.
“Booth costs are one-third of the total trade show expenses, and a standard 10×10 booth typically costs $3,500-$4,000,” Lynch explained. Through Winter FancyFaire, “we’re offering much lower price points, as well as education and complimentary services” to make participation more accessible.
Maintaining Trust With Members
Transitioning from a long-standing event like the Winter Fancy Food Show to a new format is not without its challenges. Lynch acknowledged concerns about maintaining trust among the SFA’s 4,000 member companies as well as safety in urban destinations like San Diego and San Francisco. He emphasized that the organization has worked closely with both cities to ensure a positive experience for attendees.
“We’ve had staff on the ground in both cities, walking the streets and evaluating venues,” Lynch said. “We’re confident that we’ve chosen destinations that will provide a safe and engaging environment for our community.”
He also stressed the importance of preserving the loyalty of SFA’s members, many of whom have participated in the Winter Fancy Food Show for years.
“Winter FancyFaire is about more than just a trade show,” Lynch added, “it’s about creating a community that celebrates innovation, fosters connections, and supports the long-term success of our members.”
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