Staying on top of consumer trends, emerging producers, and product innovations in snack and bakery can be a daunting task. One way to keep up and to connect with professionals in the field is to attend industry events like the Specialty Food Association Winter FancyFaire. Taking place in San Diego January 11‒13, the event features awards, exhibits, education, and plenty of chances to taste what’s next.

To learn more about the SFA and events like the Winter FancyFaire, we checked in with Leana Salamah, SVP of marketing for the SFA.

Jenni Spinner: Could you please share an overview of what the SFA is and does for folks in the food industry?

Leah Salamah: The Specialty Food Association has been around since 1952, and today we represent more than 4,000 businesses within the massive, $219 billion specialty food industry. We really see ourselves as the 'connective tissue' for this community. Whether it’s through our big events like Winter FancyFaire and the Summer Fancy Food Show, our mentorship and educational programs, or the annual Sofi Awards, our goal is to give our members the tools they need to grow and support the continued expansion of the specialty market. 

JS: What can people expect to encounter if they head to San Diego for the FancyFaire?

LS: Winter FancyFaire is the first show of the new year, offering the food industry the chance to reset and get rejuvenated together to kick off 2026. It's a new trade show experience at a time when many in our industry are feeling trade-show fatigue. This year, we really listened to feedback and completely reimagined the show to make sure everyone, from key investors, distributors, exhibitors, press, to the people who actually get products onto shelves, gets the absolute most out of it. We’ve brought the show back to California and are bringing California’s culinary magic into the show, with off-site sampling and networking, demos of exhibitor products by local chefs, and more. If you’re a producer, a buyer, or just someone who wants some food industry inspiration going into 2026, this is where you need to be.

JS: It seems to be a good place to explore, whether it’s checking out new producers, scoping out current and emerging trends, etc.—could you please talk about that?

LS: If you want to know what’s next in food, Winter FancyFaire is the place to be. The floor is buzzing with these unique, innovative brands and bold flavors that align with what consumers are asking for. You’ll see everything from emerging brands (our 'rising stars') to the brands most innovative—the finalists for our Sofi Awards. We’re also announcing the Trend of the Year live during the show, which will provide guidance and fresh thinking as we go into 2026. To make it even more hands-on, we’ve added experiences like the Campus Tasting Trail and Discovery Point, where you don’t just look at a product on a shelf, you actually see how it works in real-life recipes and menus.

JS: You were kind enough to preview some of the highlights you expect people to take in if they attend FancyFaire—could you please start out by sharing what you can about Trend of the Year and Live Trendspotting?

LS: We’ve pinpointed a Trend of the Year that really taps into how people are living now—whether that’s eating for their mood, prioritizing wellness, or buying based on their values. It’s more than just a flavor; it’s a major industry announcement we’re making at the Winter FancyFaire First Night Celebration that will have buyers and makers buzzing all through 2026. Plus, our expert panel will be scouting the show floor the entire time for 'Live Trendspotting,' identifying the hottest, most relevant trends of the year right as they emerge from our exhibitors.

JS: I know people who attend can expect to get lots of chances to taste what people are offering—in addition to what’s in the booths, you’ve also got the Brand New Campus Tasting Trail; could you tell us about that?

LS: We really wanted to lean into the incredible food scene here in San Diego, so we created the Campus Tasting Trail. We created the opportunity for exhibitors to put their unique products into the hands of local legends like the teams at Lumi, Ironside, and Barbusa, or in specialty retail settings. Throughout the weekend of Winter FancyFaire, these chefs are going to use their own styles and techniques to create original appetizers. It’s a way for us to show San Diego residents—and our attendees—exactly how these 'on-trend' ingredients can shine in a real-world, high-end kitchen.

JS: The Discovery Point Experience also sounds like a great time; as a kid of the 1980s, I like the sound of the “choose your own adventure” aspect. Please tell us all about this feature.

LS: We know our attendees love to explore, so we created Discovery Point to be this total immersion experience. It’s a high-energy hub where we move beyond just 'tasting' and get into the ‘how’ and 'why' behind the food. You can head over to the Discovery Kitchen to see West Coast chefs working their magic with new ingredients or walk through our Discovery Demos to dive into the 'Science of Specialty.' We’re focusing on the big pillars—things like Sensorial Experiences and Sustainability—so that when you leave, you aren't just taking home samples; you’re taking home fresh thinking and a deeper understanding of macro-trends shaping the industry.

JS: What else should FancyFaire registrants expect?

LS: 

• Spotlight Shoppe
• First Taste Table
• Debut District
• International Pavilions like Italy, Japan, Turkey, and more
• The Sofi Awards ceremony

JS: Do you have any advice for first-time attendees?

LS: My biggest piece of advice is to really dive into those discovery zones and panels. It’s easy to get lost in the rows of exhibitors, but the zones will offer a fresh experience and energy, and show you products in action. Our stage programming is a great way to hear directly from industry leaders and get a head start on the trends that are going to define 2026. Of course, walk the floor, but don’t miss out on the interactive learning and experiences.

JS: Finally, what’s your favorite feature of FancyFaire?

LS: Reti. And if you don’t know what Reti is, you’ll find out in San Diego.

Related: Trendspotter Panel releases top Winter Fancy Food Show trends