The needs of restaurant and foodservice operators—and the culinary teams who drive them—have never been greater when it comes to accessing global flavors, new ingredients, and forward-looking trends. That’s why a trip to San Diego for the first-ever edition of the Specialty Food Association’s (SFA) Winter FancyFaire* is shaping up as a must-attend.
The Specialty Food Association (SFA) has announced the launch of a new trade event that’s set to reshape how the restaurant and foodservice industries source, taste, and think about specialty foods. Winter FancyFaire* (WFF) will debut in San Diego from January 11–13, 2026, at the San Diego Convention Center. This three-day event replaces the Winter Fancy Food Show, which concluded in January 2025, while the Summer Fancy Food Show will continue each June in New York.
But in a time when operators are navigating an unpredictable mix of labor shortages, fluctuating food costs, and now mounting tariff concerns, why should this show be on their must-attend list? The new Winter FancyFaire* promises more than just a floor of booths—it’s built as a cultural and culinary experience. According to SFA, WFF will serve as a destination for operators, distributors, and industry stakeholders to explore global and local trends, discover new products, and connect directly with both emerging and established food makers. The event is open exclusively to qualified members of the specialty food trade, industry affiliates, and accredited media.
SFA’s pivot from Vegas to San Diego wasn’t just a logistical move—it was strategic. “Our attendees told us they wanted more than a convention center—they wanted culture, they wanted context,” said Leana Salamah, Senior Vice President, Marketing & Communications at the Specialty Food Association. “San Diego delivers that. It’s a real food town with deep community ties. It makes sense for a show that’s as much about inspiration as it is about transactions.”
The 2026 Winter FancyFaire* is set to feature immersive activations like Discovery Point, a multi-zone hub with a test kitchen for cutting-edge ingredients and a showcase called Discovery Demos that dives into ingredient sourcing, environmental impact, and product innovation.
Operators are increasingly tasked with doing more with less—and finding products that meet today’s consumer expectations without blowing up the food cost spreadsheet. That’s exactly where FancyFaire* comes in. “The realities operators are facing are challenging —labor is tight, costs are unpredictable, and tariffs are adding new complications to international sourcing,” added Salamah. “But that’s exactly why this kind of curated event is so valuable. It’s not just about what’s on display—it’s about discovering smart solutions.”
Winter FancyFaire* will allow restaurant and foodservice buyers to meet makers directly, sample niche and global ingredients, and attend trend-forward programming that puts data, taste, and story into a single frame. For example, curated tasting flights of sofi Awards finalists will be offered via pre-reserved seatings at the First Taste Table, adjacent to the buyer lounge—transforming passive displays into tactile, memory-making experiences. “You’re not just looking at a static product on a shelf,” noted Salamah. “You’re hearing the maker’s story, experiencing the product in context, and walking away with inspiration you can bring back to your business.”
Global flavors are no longer a trend—they’re the baseline. But access and authenticity are what separate a generic fusion menu from a winning concept. Winter FancyFaire*’s international pavilions—including the return of the massive Italian Pavilion—give operators direct access to global purveyors that aren’t present at other shows like NRA or regional expos.
“Specialty food has always embraced international voices,” Salamah detailed. “But what’s new is how those flavors are being interpreted for local markets, and Winter FancyFaire* will bring that duality to life.” The Campus Tasting Trail program is one example. SFA is collaborating with restaurants and retailers in San Diego’s Gaslamp Quarter, Little Italy, and Barrio Logan to incorporate member products into chef-designed appetizer flights. Attendees dining at partner locations will enjoy these tastings for free during show days—bridging product discovery with culinary creativity in a real-world context. “It’s a full-circle moment,” Salamah said. “We bring the products to San Diego, and the local culinary community reflects those products back through their own lens.”
Another standout feature of Winter FancyFaire* is its Transforming Trends showcase, which goes beyond predicting what’s “hot.” Inspired by the methodology of cultural trendspotters like Pantone, the program will identify a “trend of the year” and explore how it ties to consumer lifestyle shifts—think mood-based dining, values-driven sourcing, and wellness-first eating patterns. “Trends aren’t just about flavors—they’re about needs,” Salamah outlined. “Why are people gravitating to lavender? It’s not just about taste—it’s about calm, control, and balance. We’re giving operators the insight behind the trend so they can act on it intelligently.”
That level of depth gives buyers and culinary leaders something they often lack in crowded shows: clarity. Whether it’s gluten-free innovation, zero-proof beverages, regenerative farming, or upcycled ingredients—Winter FancyFaire* delivers a 360-degree look at what today’s consumers care about and what tomorrow’s menu could look like.
One misconception about SFA shows has been that they’re geared exclusively toward retail. That’s changing—and fast.
“More and more of our exhibitors are already working with foodservice,” Salamah concluded. “We’re seeing chefs, campus dining directors, hospital foodservice leaders, and even cruise and hospitality buyers come to this show because they know they’ll find ingredients and ideas here they won’t find anywhere else.”
Beyond products, Winter FancyFaire*’s format is designed to accommodate foodservice needs—sample-first interactions, real-time prep and demo opportunities, and breakout sessions that focus on cross-functional application of specialty food across menus and concepts.
Restaurant and foodservice professionals interested in attending Winter FancyFaire* can visit WinterFancyFaire.com to register and learn more. The show is open only to qualified members of the specialty food trade, distributors, and affiliated media.
If you’re a foodservice operator trying to navigate today’s unpredictable climate while planning for tomorrow’s opportunities, Winter FancyFaire* is more than worth the trip. It’s a rare convergence of culture, commerce, and culinary intelligence—served up in a city built for food lovers.
Credentials, travel info, hotel booking, and event schedules will be updated regularly on the site. According to SFA, hotels near the San Diego Convention Center are still available—but space is expected to go fast.