Winter FancyFaire 2027

Winter FancyFaire, the Specialty Food Association's January trade show that succeeded the Winter Fancy Food Show, is the specialty food industry's first big event of the year. The 2027 edition brings exhibitors and buyers to the Moscone Center in San Francisco, pairing a full exhibit hall with offsite sampling at local restaurants, trend reveals and the sofi Awards.

Who attends

The show is trade only and not open to the public. Attendees are qualified by their company's primary business in the specialty food industry.

• Retailers, from independent grocers to supermarket chains and e-tailers
• Distributors, importers and grocery wholesalers
• Foodservice buyers and tastemakers
• Food manufacturers and producers
• Business service providers to the industry

On the show floor

Exhibitors show new specialty products across more than 40 categories, from functional beverages to high-protein snacks, with curated areas to help buyers find what they need.

• Spotlight Shoppe retail-inspired discovery zone
• First Taste Table bookable tasting flights
• Debut District and SFA Spark Pavilion for startups and first-time exhibitors
• Category pavilions such as Beverage, Snacks and Sweets, and Plant-Based
• Discovery Kitchen and San Francisco chefs cooking on the floor
• Good Food Mercantile, on Sunday, January 17 only

Trends and awards

SFA unveils its Trend of the Year at the First Night Celebration, shares first-look research and projections, and announces the sofi Awards live, with finalists' products available to sample. Badge-holders can also sample exhibitor products at restaurants around the city on the Campus Tasting Trail.

Key figures

SFA's published show statistics cite more than 12,000 industry professionals, over 4,000 buyer attendees, more than 1,000 exhibitors including 310 first-timers, and 16 offsite sampling locations. The rebranded show debuted in San Diego in 2026.