Last week, our team attended the Winter Fancy Food Show in San Diego to better understand how food companies are approaching the U.S. market today.
From the Incubator Village and Maker Prep Pavilion to international pavilions and retail-focused activations, the show offered a clear picture of where opportunity and friction meet. Innovation is everywhere, but entering the U.S. through a show like this requires more than a strong product. Timing, readiness, regulatory clarity, and commercial follow-through all play a role.
This was echoed in the 2026 specialty food trends released by the Specialty Food Association during Winter FancyFaire. The Trend of the Year, SenseMaxxing, along with themes like Honest Processing, Rooted Rituals, and Shelf-Stable Chic, points to consumers seeking food that is expressive, intentional, and unmistakably human. For brands that are prepared, this creates real momentum. For those that are not, it can quickly become an expensive experiment.
Our focus now is on the next cycle, especially the Winter Fancy Food Show in San Francisco in January 2027, and how companies can be truly ready for that stage rather than simply present.
A big thank you to the @Specialty Food Association for bringing the community to the West Coast and for the strong programming throughout the show. And a special shout-out to @Sue K. and @Mimo Boulefrakh. It was a pleasure connecting and hearing more about what you’re building around the show and international participation.
If you have ever thought about participating in a Fancy Food Show, we’d love to hear from you.
What excites you about it, and what has held you back?
See the full post here: https://www.linkedin.com/posts/huibstad_last-week-we-spent-time-at-the-winter-fancy-activity-7419257410629943296-tsDl?utm_source=share&utm_medium=member_desktop&rcm=ACoAAEFK8qkByoOr0V5W84Co8VeqK3gx57T6fxo
