The Specialty Food Association (SFA), host of the bi-annual Fancy Food Shows, has undergone a complete rebranding effort.

The newly redesigned SFA logo, an imperfect circle, captures the constantly evolving industry and the limitless effects that food and drink have on our culture and everyday lives. The logo also represents the association’s 360-degree approach to nurturing and introducing new specialty food products and companies into the marketplace.

SFA’s new vision to “Shape the Future of Food” will serve as an umbrella to an array of educational, networking and research offerings designed to better serve the needs of its growing membership. 

Founded in 1952, the SFA’s earliest days coincided with a time of burgeoning American demand for international goods and global flavors. Since then, and especially through the Fancy Food Shows, countless domestic and international brands have launched in the U.S. market under the auspices of the SFA. In fact, throughout its 67-year history, the association has acted as a catalyst for many of today’s most iconic food entrepreneurs and tastemakers, propelling countless brands into the U.S. marketplace and helping take American companies global. Brands such as Walker’s shortbread, KIND bars, Tate’s cookies, Vitamin Water, Stonewall Kitchen, Jelly Belly, and Ben & Jerry’s have all been SFA members.

Now, with plans to build a membership of not only food producers but buyers, distributors and affiliated businesses, the SFA is leveraging its strengths to convene a vital, modern community of food. The rebrand will amplify the association’s established success and promote a dynamic new Specialty Food Association.

“For decades, the SFA has been at the forefront of food innovation. Our top priority is to continue offering new ways to support our always-evolving community and to help our member companies grow and succeed,” said SFA President Phil Kafarakis. “The current American appetite for clean, authentic, flavorful, and healthier foods is here to stay. Through the rebrand and our expanded offerings, we’ll be inviting in a wider range of members to fully represent the marketplace and better reflect the diversity of our consumer-focused industry.”