The Specialty Food Association (SFA) is launching a new trade show: Winter FancyFaire*, set to debut in San Diego in January 2026.
The launch of Winter FancyFaire*, January 11-13, 2026, at the San Diego Convention Center marks what SFA said is an immersive, experiential reimagining of its traditional winter trade show. The Winter Fancy Food Show is holding its final edition this week in Las Vegas. The Summer Fancy Food Show will remain unchanged, with the 2025 trade show taking place June 29 – July 1, 2025, at the Javits Center in New York City.
The 2027 Winter FancyFaire* is set for January 17-19 in San Francisco.
SFA reported it developed Winter FancyFaire* to offer participants first-to-market opportunities and a first look at the future of specialty food by expanding the ways makers can bring their products to market and how they are experienced by attendees. The trade show will offer multiple engagement opportunities, welcoming emerging and established makers while spotlighting key consumer trends and related products, according to SFA.
Bill Lynch, president of the Specialty Food Association (SFA), said, “We recognize that the industry has changed and starting, growing and sustaining a CPG brand is more challenging than ever. Winter FancyFaire* was designed with this reality in mind, providing brands of all sizes a unique platform to connect with the buying community, gain valuable insights, and explore opportunities for growth.”
WFF* plans to take advantage of its California venues by offering activations and experiences that go beyond the convention centers to immerse participants in the local retail and culinary scenes said SFA.
“The trade show world — and its attendees — are rapidly evolving,” said Phil Robinson, SFA senior vice president of member development. “According to recent industry research, Millennials and Gen Z will make up 75% of trade show attendees by 2030. The expectations of these generations include more experiential product discovery; identification of trends before they hit the mainstream; immersion and inspiration from local culture; and more data-driven, real-time wayfinding, matchmaking, and socializing.”
