The Foodscapes Collective

The Specialty Food Association (SFA) has unveiled an exciting evolution in its trade show offerings with the debut of Winter FancyFaire* (WFF*), set to launch January 11-13, 2026, in San Diego. Replacing the Winter Fancy Food Show that ran 49 for years, this new event promises an immersive, trend-driven experience designed to meet the evolving needs of the specialty food industry.

Bill Lynch, President of SFA, emphasized the cutting-edge nature of Winter FancyFaire*, saying “innovation is the lifeblood of the CPG industry, and the mission of SFA is to help that innovation come to market.” The aim is to provide emerging and established brands with enhanced opportunities for connection, insights, and growth, responding to modern challenges faced by consumer packaged goods businesses.

Winter FancyFaire* will transform the San Diego Convention Center into a culinary campus, extending beyond traditional exhibition halls to feature activations throughout the city. Attendees can look forward to experiential product discovery, real-time data-driven matchmaking, and cultural immersion.

SFA’s Senior Vice President of Member Development, Phil Robinson, highlights the show’s changing demographics, saying “millennials and Gen Z will make up 75% of tradeshow attendees by 2030.” These generations prioritize engagement, authenticity, and instant, personalized technology in how they discover products.

Following its San Diego premiere, Winter FancyFaire* will move to San Francisco in 2027. Both cities offer vibrant food cultures, enhancing the event’s appeal with unparalleled access to diverse retailers, restaurants, and suppliers.

The transition to Winter FancyFaire* reflects SFA’s commitment to adapting with the times, maintaining its tradition of excellence while embracing future-forward trends. As the final Winter Fancy Food Show wraps up in Las Vegas this week, industry insiders are already looking ahead to the dynamic opportunities that await in 2026.