An Important Announcement from the Specialty Food Association

The Specialty Food Association’s (SFA) 46th annual Winter Fancy Food Show scheduled for January 17-19, 2021 at the Moscone Convention Center in San Francisco will not take place as planned. We have been working tirelessly with officials at the Moscone Center, the City of San Francisco, and State of California to gauge the safety of moving forward with our 2021 Winter Fancy Food Show. In addition to the present closure of the Moscone Center for scheduled events, this cancellation is being driven by the global response to the COVID-19 pandemic, ongoing travel restrictions, and the general safety of all participants.

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Separately, after the success of Specialty Food Live!™, SFA’s first virtual experience this past September, a second virtual event will be scheduled for January 19-22, 2021. 


“We’re excited about our new series of virtual events. We received great feedback from the September launch, including a request from buyers and makers during the event that we extend it by one day, which we happily did.”

– Bill Lynch, ​​​​​Interim President, Specialty Food Association


The second iteration of Specialty Food Live!, taking place in January 2021, will be an all-inclusive digital marketplace event, where members and buyers can conduct business and continue to put specialty food on store shelves, safely and economically. The January event will also include new and unique educational programs, fun virtual networking events, and our new and very popular Virtual Product Tasting Experience. This unique element allows buyers to sample pre-delivered specialty food products while listening to makers describe them. The January edition will also include SFA’s Incubator Village and International Pavilions.

“With over 11,000 buyer/maker connections and buyer demand to extend the event by one more day, we are confident that we can continue to build on that success and deliver more opportunities for our members to grow their business in January”, said Bill Lynch, Interim President, Specialty Food Association.

Thank you for your flexibility and support during these challenging times. More information will follow about next steps for members who had already booked  their space for the Winter Fancy Food Show. As always, we are available to answer any questions you might have. If you have already reserved exhibit space for Winter Fancy Food Show 2021, we will reach out to you in the next day with additional information.

Keep safe and together, we will continue to shape the future of food.