Winter FancyFaire* 101: Get Ready for the 2026 Winter Show

Thinking of participating in a trade show but not sure what to expect? Join us for an overview of the Specialty Food Association's 2026 Winter FancyFaire* Show, presented by the SFA team and Startup CPG's Daniel Scharff. You'll learn about the unique format of the show, what types of buyers and activities you can expect, and how participation can help grow your business.

Startup CPG founder Daniel says: "The Fancy Food Shows have one of the best buyer-to-brand ratios that I've seen. Top tier natural and specialty chains show up, and the relaxed atmosphere of the show gives you a better chance to connect with them. It's a great show to have a booth, or just walk. And - I'm really excited that Startup CPG is going big this year with SFA! We've got a 26-brand dedicated section, tons of buyer meeting opportunities, and a flagship party, Startup CPG-style! Get ready for a great time."

Winter FancyFaire* Show, January 11 – January 13, 2026 @ San Diego Convention Center in San Diego, CA

Plus: One lucky brand will win a free tabletop at the 2026 Winter FancyFaire* Show, in the Startup CPG section!*

*Giveaway Terms & Conditions: You'll be invited to apply for the giveaway during the webinar. One brand that applies will be chosen by Startup CPG and SFA to win a free tabletop in the Startup CPG section at this year's show. No purchase necessary to apply. Winner will be announced on October 31, 2025.

👉 Apply to be in our Startup CPG section here

About the speakers:

Leana Rogers Salamah, Senior Vice President, Marketing & Communications at Specialty Food Association

Leana is a seasoned marketing and communications professional, with 20+ years leading strategic communications efforts around new event launches, event re-brands, attendee acquisition programs, content & experience design, and research & data initiatives in the foodservice, CPG, and home and housewares industries. Currently the Senior Vice President, Marketing at the Specialty Food Association, Leana is a leader in the ongoing success of the SFA brand, the Summer Fancy Food Show, and the reimagining of Winter FancyFaire*.

Kate Nettuno, Director, Exhibits & Sponsorships at Specialty Food Association

About the Specialty Food Association (SFA)

The Specialty Food Association is a not-for-profit membership organization within the $207-billion specialty food industry. Founded in 1952 and representing more than 3,600 businesses, SFA produces events, programs, and research to support, connect, and champion our diverse member community.

We proudly represent food makers, buyers, importers, distributors, and more from all over the world and all walks of life.

About Startup CPG

Startup CPG is the biggest community in the world for emerging brands. We have 30k+ Slack members, produce the #1 podcast in CPG, host 100+ events per year, and are the #1 education hub for brands trying to improve our CPG ecosystem. It’s free — join today!

Instagram: @startupcpg