Future on the Menu: SFA’s Reimagined Winter FancyFaire Sets the Table for 2026

SAN DIEGO, CA – January 20, 2026 – The future of specialty food was served hot and fresh in San Diego last week as the Specialty Food Association (SFA) successfully launched its inaugural Winter FancyFaire*. From January 11-13, the San Diego Convention Center became the epicenter of the culinary world, drawing more than 12,000 industry professionals to a trade show consciously “reimagined” to be more than just a collection of booths. Featuring over 1,000 exhibitors from 30 countries, the event provided a definitive guidepost for the trends, products, and consumer behaviors poised to shape the $219-billion specialty food industry in 2026.

Moving away from a static exhibition model, the SFA crafted an immersive experience that extended beyond the convention hall walls, integrating the vibrant culinary landscape of its host city. The result was a dynamic gathering focused on connection, innovation, and a first look at what will soon fill retailer shelves and consumer pantries.

A Taste of Tomorrow: Unpacking the 2026 Food Trends

At the heart of the Winter FancyFaire* was a deep dive into the forces driving consumer choice. The SFA unveiled its first-ever “Trend of the Year,” dubbed SenseMaxxing, signaling a collective desire for more intense and engaging sensory experiences. Described as a quiet rebellion against the bland and monotonous, this trend champions products that deliver a saturated punch of flavor, texture, and aroma. On the show floor, this translated into everything from mouth-puckering freeze-dried candies and spicy fruit-and-chili chips to complex Szechuan peppercorn-infused chocolates. The trend aligns with broader market analyses from firms like Mintel and Innova Market Insights, which point to “Sensorial Explorations” as a key driver for consumers seeking more value and excitement from every bite.

Perhaps the most culturally significant trend announced was The Appetite Reset. Directly addressing the societal impact of GLP-1 medications and a wider focus on mindful eating, this trend highlights a fundamental rewiring of hunger and reward. Consumers, whether using these medications or not, are increasingly seeking foods that offer maximum satiation and functional benefits in smaller portions. This has fueled demand for products high in protein and fiber, nutrient-dense single-serve bites, and structured hydration beverages. The show floor buzzed with brands showcasing protein-packed snacks and functional ingredients designed to make every calorie count.

Rounding out the 2026 forecast were four other key trends:

• Honest Processing: A push for radical transparency in production, where methods like fermentation, dehydration, and freeze-drying are celebrated, not hidden. This trend caters to consumers wary of unpronounceable ingredients, emphasizing clean labels and purposeful processing.
• Rooted Rituals: A return to intentionality and hands-on engagement with food. This trend celebrates the tactile processes of whisking matcha, nurturing a sourdough starter, or appreciating the craft behind fermentation-dated hot sauces.
• The Promiscuous Palate: Moving beyond strict notions of authenticity, this trend embraces creative and playful fusion. As global ingredients like gochujang and miso become pantry staples, consumers are eager for innovative combinations that blend familiar comforts with international flair.
• Shelf-Stable Chic: The elevation of pantry basics into objects of desire. Tinned fish, artisanal dried pastas, and gourmet sauces are being curated and displayed as much for their aesthetic appeal as their utility, turning the pantry into a statement of taste.

These trends were brought to life by the exhibitors, including nearly 310 new companies making their debut, many within the dedicated “Debut District” for emerging brands.

Beyond the Booth: A New Blueprint for Trade Shows

The most significant innovation of the Winter FancyFaire* was its structural reimagining. The SFA made a deliberate effort to break the confines of the convention center, fostering a deeper connection with the host city. The centerpiece of this initiative was the Campus Tasting Trail, a self-guided tour that led attendees into San Diego’s diverse neighborhoods, including the Gaslamp Quarter, Little Italy, and Barrio Logan. Local restaurants and retailers partnered with SFA exhibitors to create bespoke menu items and tastings, allowing attendees and the general public to experience the show's products in a real-world culinary setting.

This experiential approach was also evident inside the venue. The Discovery Kitchen Live stage featured lively cooking demonstrations from renowned chefs like Joe Sasto and Susie Bulloch, who used exhibitor products to create innovative dishes. This format provided a tangible link between the raw products on display and their final application, offering inspiration for buyers and product developers. Offsite networking events further blended the global specialty food community with San Diego’s local scene.

“We're thrilled by the overwhelmingly positive feedback we received from exhibitors and attendees after the inaugural Winter FancyFaire*,” said SFA President, Bill Lynch. “It was great to connect with our industry peers as we explored the trends that will shape that growth. We look forward to the continued evolution of Winter FancyFaire* as the must-attend industry event to kickstart each year.”

Ideas on the Menu: Leadership and Community Impact

Beyond commerce and trends, the Winter FancyFaire* established itself as a forum for thought leadership. The event featured over 60 speakers discussing critical topics facing the sector. The keynote address was delivered by Sam Kass, a celebrated chef and former White House Senior Policy Advisor for Nutrition. Drawing on his extensive experience in food policy, Kass challenged the industry to build a more resilient and sustainable food system, urging businesses to consider their long-term impact and embrace innovation that benefits both people and the planet.

This commitment to community extended to a tangible local partnership. The SFA operated an Exhibitor Food Donation Program with Feeding San Diego, a local nonprofit. The program ensured that surplus food from the event’s hundreds of exhibitors was redirected to San Diegans in need, embedding social responsibility into the fabric of the trade show.

A Strategic Move West: The Future of Fancy Food

The successful debut in San Diego is just the beginning of a new chapter for the SFA’s winter show. In a strategic move, the association announced that the 2027 Winter FancyFaire* will take place in San Francisco from January 17-19. This decision is part of a broader strategy to rotate the event through key culinary cities, leveraging their unique food cultures and providing fresh experiences for attendees. The move to California is particularly strategic, tapping into the state’s high concentration of specialty food makers and buyers.

This evolving format is designed to keep the event dynamic and appeal to the changing demographics of the industry, which sees a growing number of Millennial and Gen Z professionals who prioritize experiences and connection. While the winter show travels, the SFA’s flagship Summer Fancy Food Show will remain in New York City, with the next one scheduled for June 28-30, 2026. As the industry continues to navigate shifting consumer palates and economic pressures, the Winter FancyFaire* has firmly established its role not just as a marketplace, but as a crucial catalyst for the innovation that lies ahead.