January 11-13, 2026 • San Diego
A new trade show experience for the specialty food industry of today—and tomorrow. Sign up for registration alerts, trend predictions, and news about the culinary campus SFA is designing for you.
It's a New Season of Firsts
Be among the first to experience Winter FancyFaire*, a culinary campus coming to San Diego in January 11-13, 2026.
Get your superstar products in front of qualified buyers in totally new ways at the First big food event of 2026.
Connect with Leading-Edge Buyers
Because Winter FancyFaire* will put innovation, new-to-market products, and emerging trends at the center of everything, the trade show is targeted at leading-edge buyers, innovation-minded investors, and press seeking out the new and exciting. If that’s your audience, this is your show.
Ride the Trends and Boost Your Sales
As the First show of the food industry’s annual cycle, Winter FancyFaire* will not only unveil but also help to set trends for the year ahead. This creates invaluable opportunities for exhibitors to align their products with industry-shaping trends, driving brand awareness, engagement, and sales.
Redefine What It Looks Like to “Exhibit”
Expect new opportunities to sample your products, receive feedback, and meet buyers and investors. Across the culinary campus of San Diego, Winter FancyFaire* will include events, tastings, and meet-ups that allow you to do business in your preferred setting: structured or unstructured, on the show floor or offsite.
First-to-market opportunities • First-look innovations • First-rate connections
And your First taste of the future of specialty food
Connect with Leading Industry Buyers
Leading retailers, innovation-focused buyers and distributors, and foodservice trendsetters are already registered to attend. Here’s a sneak peek at the list (so far!)
Get a First look at the products, trends, and suppliers that will reshape the food industry in the year ahead.
Discover Products and Suppliers in New Ways
Winter FancyFaire* offers a first look at emerging products from the West Coast and across the world. You can expect to explore trends and taste new-to-market products both on the Show Floor and offsite, with access to show guides customized to your role.
Network and Reconnect Face-to-Face, Across the City
Our new show is designed to be a community-centric event, where bonds are formed and reinforced in an inspiring environment. Between curated events and casual meet-ups, you'll be immersed in networking opportunities and relationship-building.
See and Help Set Food's Leading Trends
The food industry's biggest trends start in specialty, and Winter FancyFaire* gets you in on the ground floor of specialty food trend-setting. Gain knowledge at research-based sessions, discover nascent innovations, and add your voice to the conversation.
Can I book exhibit space for Winter FancyFaire* 2026?
Yes! We are actively booking exhibitors now. Our Sales Reps can help you secure a great booth and explore additional ways to promote your brand, create relationships with buyers, and generate leads. Please email sales@specialtyfood.com to get started.
If you prefer to call, please contact the appropriate SFA Sales Rep or the main SFA office at (212)-482-6440.
Can I register to attend Winter FancyFaire* 2026?
Registration will open in June 2025. We are excited to give you more time to plan your travel, so mark your calendars and book those flights soon! Please visit winterfancyfaire.com to sign up for information as it becomes available.
What’s different about Winter FancyFaire*?
Winter FancyFaire* is an entirely new trade show experience from SFA. We’re taking the trade show beyond the show floor to offer fresh opportunities to network, conduct business and come together as an industry. Winter FancyFaire* will invite participants to explore a culinary campus of discovery, connection, and flavor, within but also beyond the San Diego Convention Center.
This culinary campus offers expanded opportunities to connect with the right people in your preferred setting: structured or unstructured, on the show floor or offsite.
Attendees can expect to explore trends and taste new-to-market products in nontraditional ways, including through show guides customized to their roles. Exhibitors can expect new opportunities to sample products, receive feedback, and meet buyers and investors outside of the booth setting. All participants can look forward to engaging with the San Diego food community, thanks to partnerships SFA is striking with local food retail, restaurants, and attractions
Why is the sofi™ Awards schedule changing?
We are excited to be shifting the sofi Awards schedule so that winners will be announced and celebrated during Winter FancyFaire* moving forward. Given the impact that sofi-Award-winning products and brands like Ben & Jerry’s, LARABAR, and Fever-Tree have made on the industry, this schedule change allows us to unveil the innovative, trend-setting winners at the show that sets the tone for each new year in food: Winter FancyFaire*.
Is Winter FancyFaire* only happening in 2026 and 2027?
We’ve got big, exciting plans for Winter FancyFaire*, and they extend far beyond 2027! Our new show is here to stay as the food industry’s first gathering of each year, celebrating what’s new and bringing our community together in innovative ways. We’ll be in San Diego in 2026, San Francisco in 2027, and the locations and dates for 2028 and beyond will be announced as soon as they are confirmed.
Who can I speak to about my questions not covered here?
We encourage you to reach out to your SFA Sales Rep or your Member Advisor to make them aware of your questions. As a membership organization, we want to have a continuous feedback loop with our members so that we can make decisions that best serve the needs of our community. to make them aware of your concerns. As a membership organization, we want to have a continuous feedback loop with our members so that we can make decisions that best serve the needs of our community.
Be among the first to experience the bold Winter FancyFaire* 2026 in San Diego. Sign up now for insider info, early updates, and everything you need to join the year’s first Fancy-full celebration!
