Spark Showcase
First Taste
Experience
Main
Stage
SFA
Hub
Beverage Pavillion
Snacks & Sweets, Confectionary Pavillion
Plant-Based Pavillion
Debut District
Deli
Pavillion
Bakery Pavillion
Ribbon Cutting
International Pavillion
Attendees enjoyed more than 30 sessions over three days, including keynotes from Molly Baz and Scott Conant.
Main Stage
SFA President Bill Lynch kicked off the Show with representatives of the Board
of Directors and Partner Country Italy.
Ribbon Cutting
The floor’s own food hall hosted 10 sampling stations each day, featuring new-to-market products grouped by theme: Global Flavors on day 1, Holiday & Gifting on day 2, and 2025 Trends on day 3.
First Taste Experience
This collaborative area hosted a daily rotation of expert programming, pitch sessions, and networking, as Startup CPG, the FDA’s Regional Food Business Center, and Naturally Network co-hosted with SFA.
Spark Showcase
Offering exciting new products, flavors, and formats, this area immersed attendees in specialty's hottest category.
Snacks & Sweets, and Confectionary Pavillion
Exhibitors and attendees visited the Hub
to learn about SFA membership and benefits - and enjoy the San Diego-themed snow globe!
SFA Hub
The destination for liquid innovation and on-trend flavors. as specialty beverages' major moment continued.
Beverage Pavillion
Trends like plant-based and fruit-forward flavors shined through in the cheeses, pickles, condiments, and more in this area.
Deli Pavillion
From almond and coconut flours to brioche and cookies, this Pavilion offered options and pairings for every consumer.
Bakery Pavillion
Attendees explored this pillar of specialty food, from plant-based milks to emerging categories like fungi and mycellum.
Plant-Based Pavillion
Centered around the Italy Pavilion, this area featured suppliers and products from 35 countries around the world.
International Pavillion
This buzzy area hosted first-time exhibitors, new products, and emerging makers in startup booths and Incubator Village.
Debut District
Spark Showcase
First Taste
Experience
Main
Stage
SFA
Hub
Beverage Pavillion
Snacks & Sweets, Confectionary Pavillion
Plant-Based Pavillion
Debut
District
Deli
Pavillion
Bakery Pavillion
Ribbon Cutting
International
Pavillion
International
Pavillion
Bakery
Pavillion
Beverage
Pavillion
Debut
District
Deli
District
Main Stage
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Lorem ipsum sit dolor amet ut labore et
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Lorem ipsum sit dolor amet ut labore et
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Lorem ipsum sit dolor amet ut labore et
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation.
Lorem ipsum dolor
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation.
Lorem ipsum dolor
Spark Showcase
First Taste
Experience
Main
Stage
SFA
Hub
Beverage Pavillion
Snacks & Sweets, Confectionary Pavillion
Plant-Based Pavillion
Debut District
Deli
Pavillion
Bakery Pavillion
Ribbon Cutting
International Pavillion
Spark Showcase
First Taste
Experience
Main
Stage
SFA
Hub
Beverage Pavillion
Snacks & Sweets, Confectionary Pavillion
Plant-Based Pavillion
Debut
District
Deli
Pavillion
Bakery Pavillion
Ribbon Cutting
International
Pavillion
Attendees enjoyed more than 30 sessions over three days, including keynotes from Molly Baz and Scott Conant.
Main Stage
SFA President Bill Lynch kicked off the Show with representatives of the Board
of Directors and Partner Country Italy.
Ribbon Cutting
The floor’s own food hall hosted 10 sampling stations each day, featuring new-to-market products grouped by theme: Global Flavors on day 1, Holiday & Gifting on day 2, and 2025 Trends on day 3.
First Taste Experience
This collaborative area hosted a daily rotation of expert programming, pitch sessions, and networking, as Startup CPG, the FDA’s Regional Food Business Center, and Naturally Network co-hosted with SFA.
Spark Showcase
Offering exciting new products, flavors, and formats, this area immersed attendees in specialty's hottest category.
Snacks & Sweets, and Confectionary Pavillion
Exhibitors and attendees visited the Hub
to learn about SFA membership and benefits - and enjoy the San Diego-themed snow globe!
SFA Hub
The destination for liquid innovation and on-trend flavors. as specialty beverages' major moment continued.
Beverage Pavillion
Trends like plant-based and fruit-forward flavors shined through in the cheeses, pickles, condiments, and more in this area.
Deli Pavillion
From almond and coconut flours to brioche and cookies, this Pavilion offered options and pairings for every consumer.
Bakery Pavillion
Attendees explored this pillar of specialty food, from plant-based milks to emerging categories like fungi and mycellum.
Plant-Based Pavillion
Centered around the Italy Pavilion, this area featured suppliers and products from 35 countries around the world.
International Pavillion
This buzzy area hosted first-time exhibitors, new products, and emerging makers in startup booths and Incubator Village.
Debut District
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Lorem ipsum sit dolor amet ut labore et
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Lorem ipsum sit dolor amet ut labore et
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
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Main Stage
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Lorem ipsum sit dolor amet ut labore et
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
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Active Saturday - Tuesday
Restaurants/Bars
SFA/WFF*-branded tasting menus
SFA/WFF* specialty cocktails
SFA/WFF* complimentary appetizers
Retailers
SFA/WFF* branded gift
Discount off purchase
Little Italy
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Food & Beverage Experience
WNDR
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Lorem ipsum sit dolor amet ut labore et
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Lorem ipsum sit dolor amet ut labore et
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
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Open to all attendees/exhibitors
Announcement of Trend of the Year
Band, catering, games
First Night Celebration
Petco Park
Gallagher Square
Saturday Curated pairings of
member samples with
wine, beer, & mocktails
Hosted Buyer Reception
San Diego Culinary Center
Sails
Pavilion
Demonstrations of unique and progressive food development techniques
Working with CIA
Next evolution of molecular gastronomy
Test Kitchen
SDCC
Common Space
“Fancy Bodega”
Display, merchandising and interactivity
Reimagined Spotlight Showcase
One day event with earliest emerging makers
Good Food Mercantile
SDCC Ballroom
San Diego
Convention
Center
Trail Mix concept
Test & Learns from WFFS
New activations
Expo Floor
Monday or Tuesday
Early morning event
Class sourced by SD CVB; breakfast by SFA (sponsored)
Yogurt & Yoga
Monday or Tuesday
Coordination with local Farmers Market Cooperative
Select vendors for early morning sampling/buying event
Pop-up Farmers’ Market
SDCC
Activity Space
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation.
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Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation.
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Morning coffee and activities
Barrio Logan Chicano Park
Data-driven suggestions for navigation
Ongoing real-time updates on activity throughout campus
Curated Journeys
Membership information and activation
Hospitality and community
SFA Showcase
Curated combinations of member products
Leverage culinary students and influencers to pair products
Brief demos with pairing notes and sampling
Mash-up Stage
Open to all
Catering that uses sofi awardees
Brief programming to recognize category winners and overall
sofi Celebration
Display and merchandising
Smart/surge pricing
Interactive shelf-talkers
Artificial Intelligence applications
Tech at Retail
“Show your Badge” program
8am – 2pm
150+ vendors
Food and beverage
Arts and crafts
Plants, etc.
“Field trip” for attendees and exhibitors
Free buses back and forth for interested parties – exact schedule TBD based on interest
Little Italy Mercato
Active Saturday - Tuesday
Restaurants/Bars
SFA/WFF* branded tasting menus
SFA/WFF* specialty cocktails
SFA/WFF* complimentary appetizers
Retailers
SFA/WFF* branded gift
Discount off purchase
“Show your Badge” program
Gaslamp Quarter
Attendees enjoyed more than 30 sessions over three days, including keynotes from Molly Baz and Scott Conant.
Main Stage
SFA President Bill Lynch kicked off the Show with representatives of the Board
of Directors and Partner Country Italy.
Ribbon Cutting
The floor’s own food hall hosted 10 sampling stations each day, featuring new-to-market products grouped by theme: Global Flavors on day 1, Holiday & Gifting on day 2, and 2025 Trends on day 3.
First Taste Experience
This collaborative area hosted a daily rotation of expert programming, pitch sessions, and networking, as Startup CPG, the FDA’s Regional Food Business Center, and Naturally Network co-hosted with SFA.
Spark Showcase
Offering exciting new products, flavors, and formats, this area immersed attendees in specialty's hottest category.
Snacks & Sweets, and Confectionary Pavillion
Exhibitors and attendees visited the Hub
to learn about SFA membership and benefits - and enjoy the San Diego-themed snow globe!
SFA Hub
The destination for liquid innovation and on-trend flavors. as specialty beverages' major moment continued.
Beverage Pavillion
Trends like plant-based and fruit-forward flavors shined through in the cheeses, pickles, condiments, and more in this area.
Deli Pavillion
From almond and coconut flours to brioche and cookies, this Pavilion offered options and pairings for every consumer.
Bakery Pavillion
Attendees explored this pillar of specialty food, from plant-based milks to emerging categories like fungi and mycellum.
Plant-Based Pavillion
Centered around the Italy Pavilion, this area featured suppliers and products from 35 countries around the world.
International Pavillion
This buzzy area hosted first-time exhibitors, new products, and emerging makers in startup booths and Incubator Village.
Debut District
Spark Showcase
First Taste
Experience
Main
Stage
SFA
Hub
Beverage Pavillion
Snacks & Sweets, Confectionary Pavillion
Plant-Based Pavillion
Debut
District
Deli
Pavillion
Bakery Pavillion
Ribbon Cutting
International
Pavillion
International
Pavillion
Bakery
Pavillion
Beverage
Pavillion
Debut
District
Deli
District
Main Stage
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Lorem ipsum sit dolor amet ut labore et
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation.
Lorem ipsum dolor
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation.
Lorem ipsum dolor
Spark Showcase
First Taste
Experience
Main
Stage
SFA
Hub
Beverage Pavillion
Snacks & Sweets, Confectionary Pavillion
Plant-Based Pavillion
Debut District
Deli
Pavillion
Bakery Pavillion
Ribbon Cutting
International Pavillion
Spark Showcase
First Taste
Experience
Main
Stage
SFA
Hub
Beverage Pavillion
Snacks & Sweets, Confectionary Pavillion
Plant-Based Pavillion
Debut
District
Deli
Pavillion
Bakery Pavillion
Ribbon Cutting
International
Pavillion
Attendees enjoyed more than 30 sessions over three days, including keynotes from Molly Baz and Scott Conant.
Main Stage
SFA President Bill Lynch kicked off the Show with representatives of the Board
of Directors and Partner Country Italy.
Ribbon Cutting
The floor’s own food hall hosted 10 sampling stations each day, featuring new-to-market products grouped by theme: Global Flavors on day 1, Holiday & Gifting on day 2, and 2025 Trends on day 3.
First Taste Experience
This collaborative area hosted a daily rotation of expert programming, pitch sessions, and networking, as Startup CPG, the FDA’s Regional Food Business Center, and Naturally Network co-hosted with SFA.
Spark Showcase
Offering exciting new products, flavors, and formats, this area immersed attendees in specialty's hottest category.
Snacks & Sweets, and Confectionary Pavillion
Exhibitors and attendees visited the Hub
to learn about SFA membership and benefits - and enjoy the San Diego-themed snow globe!
SFA Hub
The destination for liquid innovation and on-trend flavors. as specialty beverages' major moment continued.
Beverage Pavillion
Trends like plant-based and fruit-forward flavors shined through in the cheeses, pickles, condiments, and more in this area.
Deli Pavillion
From almond and coconut flours to brioche and cookies, this Pavilion offered options and pairings for every consumer.
Bakery Pavillion
Attendees explored this pillar of specialty food, from plant-based milks to emerging categories like fungi and mycellum.
Plant-Based Pavillion
Centered around the Italy Pavilion, this area featured suppliers and products from 35 countries around the world.
International Pavillion
This buzzy area hosted first-time exhibitors, new products, and emerging makers in startup booths and Incubator Village.
Debut District
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Lorem ipsum sit dolor amet ut labore et
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Lorem ipsum sit dolor amet ut labore et
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
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Main Stage
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Lorem ipsum sit dolor amet ut labore et
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
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Spark Stage & Ask the Experts
Breaking bread together
Relaxed atmosphere to build relationships
Sponsorable opportunities bringing buyers and sellers together
Buyer Lounge & Community Table
Maker-focused business education
Small group discussion to solve challenges
Space to welcome partner activities
Celebrating diverse cultures
Special sampling opportunities
Freeform traffic spaces encourage exploration
International Pavilion