What are the show hours?

Sunday, January 17 and Monday, January 18, 2027 from 10 am to 4 pm, and Tuesday, January 19 from 10 am to 3 pm. All halls open at 9:30 am for buyer badges.

Is Winter FancyFaire open to the public?

No. It is a trade-only event. Only individuals and businesses in the specialty food industry may attend, and registrants must provide employment and business credentials; business cards are not accepted.

Where is the show held?

At the Moscone Center in San Francisco, with additional offsite sampling at local restaurants.

Can I get a refund on registration?

No. The Specialty Food Association issues no refunds for any reason, and all payments for registration, education and add-on events are final.

When are future shows?

January 23–25, 2028 in San Francisco and January 14–16, 2029 in San Diego.

Sunday, January 17, 2027

Winter FancyFaire 2027

Name: Winter FancyFaire 2027
Start: 2027-01-17T10:00:00+00:00
End: 2027-01-19T15:00:00+00:00
Location: Moscone Center

Trade-only specialty food show where retailers, distributors and buyers discover new products from 1,000+ brands.

Specialty Food Association

Date and Time

January 17 · 10am - January 19 · 3pm GMT-7

Location

Moscone Center

747 Howard St CA 94103

About This Event

Winter FancyFaire 2027 is a Food & Beverages event taking place 17-19 Jan 2027 at Moscone Center, San Francisco, United States.

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.