The Specialty Food Association (SFA) is on the brink of a significant transformation as it announces the discontinuation of the Winter Fancy Food Show after an illustrious history spanning nearly fifty years. This move marks a pivotal shift in the landscape of specialty food events, heralding the arrival of Winter FancyFaire, set to debut in California in January 2026. While the iconic Summer Fancy Food Show will maintain its longstanding format and tradition in New York City in 2025, the Winter FancyFaire promises an innovative approach to the specialty food industry, allowing participants to engage in an immersive and dynamic experience.
Traditionally, the Winter Fancy Food Show has played a vital role as a hub for food makers, buyers, and distributors, providing a stage for innovation and the discovery of trends. However, SFA’s leadership, represented by President Bill Lynch, believes that the time has come for a fresh perspective. Lynch emphasized the ambition behind Winter FancyFaire: “We wanted to provide a platform that celebrates innovation, fosters deeper connections, and delivers a more immersive and engaging experience for everyone involved.” This reimagining aims to distinguish Winter FancyFaire not merely as a trade show but as an interactive event that captures the essence of modern consumer engagement.
Scheduled for January 11-13, 2026, at the San Diego Convention Center, Winter FancyFaire is set to infuse the specialty food scene with new energy through interactive features—ranging from curated food halls and culinary campuses to a unique “Ask the Experts” station reminiscent of tech giants’ service models. This restructured format promises to enhance attendee engagement, moving beyond traditional exhibitor-buyer connections.
The rationale behind the choice of California as the host state also deserves attention. Lynch pointed out that its dense concentration of specialty food buyers makes the shift strategic. Such a move not only consolidates resources but also positions the event at the heart of a burgeoning specialty food market, thus facilitating greater collaboration and networking opportunities among food producers and buyers.
The specialty food landscape in the United States represents a $207 billion market as of 2023, underscoring the immense growth and appeal of this sector—an increase of 149% in the last decade. Yet, the industry faces formidable competition along with economic strains, leading to difficulties for many emerging brands, particularly in the direct-to-consumer segment.
To counter these economic challenges, Winter FancyFaire will introduce more accessible participation options, such as lower-cost tabletop booths and day passes. By providing an affordable entry point for exhibitors, the SFA hopes to nurture an inclusive environment reflective of the industry’s diverse landscape. This initiative mirrors the approach taken by other trade shows, like New Hope’s Newtopia Now, which has similarly looked to support nascent consumer packaged goods (CPG) brands.
Lynch notes that “booth costs are one-third of the total trade show expenses,” indicating that financial barriers can hinder participation. Addressing these costs aligns with the overall mission of Winter FancyFaire to democratize access and ensure that even the smallest producers can showcase their innovation and creativity.
Transitioning from a legacy event like the Winter Fancy Food Show comes with inherent challenges, particularly in maintaining trust among the SFA’s extensive member base, which comprises around 4,000 companies. Lynch acknowledges these concerns, especially regarding safety in urban settings like San Diego and San Francisco. To mitigate anxieties surrounding these changes, the SFA has collaborated closely with the municipalities, ensuring that the new venues can provide a safe and welcoming environment for attendees.
Staff engagement in these cities has been paramount, as ground teams survey possible venues and assess the geographic landscape to guarantee a positive and secure experience. “We’re confident that we’ve chosen destinations that will provide a safe and engaging environment for our community,” Lynch stated, reiterating the commitment to safety and member loyalty.
As the Winter FancyFaire prepares to make its inaugural splash in early 2026, the industry is watching closely. This redefined event aims not just to showcase food products but to shape the cultural landscape of the specialty food sector. By brandishing innovation and inclusivity as themes, Winter FancyFaire aspires to re-establish itself as a cornerstone of the specialty food community—embracing challenges and transforming them into opportunities for growth and connection. As the SFA embarks on this new chapter, the hopes of participants and stakeholders alike will be pivotal in crafting a successful narrative for the future of specialty food events.