WFF26 Show Floor LIVE

Discovery Point is home to two exciting new Winter FancyFaire* activations, inviting visitors to encounter new concepts, trends, and techniques shaping the specialty food industry. Walk through Discovery Demos to connect with research partners, analysts, and brands at the leading edge of sustainability, locality, wellness 3.0, and more trends. Grab a seat at the Discovery Kitchen, where interactive demos illuminate the possibilities of specialty food products and showcase West Coast chefs, products, and ideas.

Discovery Point

SFA is a proudly non-profit membership organization. This is the place to learn more about the services, resources, and discounts SFA members have access to all year! Current members: come claim exclusive swag, get 1:1 guidance based on your goals and grab a spot to relax in our lounge area. Non-members, stop by to learn how SFA membership can save you thousands of dollars a year and support your business goals.

SFA Membership HQ

This retail-inspired showcase, designed by professional merchandisers, invites buyers and investors to see exhibitor products in a new light. With eye-grabbing contemporary retail features, nine designated category areas, and scannable QR codes to connect visitors directly with brands and products they like, the Spotlight Shoppe is a must-see stop in the Exhibit Hall.

Spotlight Shoppe

Rest your feet, hold a quick meeting, grab a drink or bite to eat, snag some exclusive show swag, and enjoy comfortable seating in this dedicated area for buyer attendees, easily accessible in the Exhibit Hall.

Buyer Lounge

Be the First to taste the 2026 sofi™ Award finalists and escape the hustle and bustle of the Exhibit Hall. Book a seating in this new setting, which invites buyers and tastemakers to enjoy fun conversations and sample some of the best specialty food products of the past year.

First Taste Table

exhibitors

Discover new routes forward at the Pathfinder Stage, featuring maker-focused panels, pitch opportunities, and education programmed to inspire and invigorate. Next door to the Pathfinder Stage, Ask the Experts makes its Fancy return after a buzzy debut last January. Founders and business leaders may book seats for 1:1 or small-group conversations about the biggest challenges, opportunities, and industry fundamentals specialty food brands need to be on top of today. More details to come.

Pathfinder Stage & Ask the Experts

San Diego Convention Center

Sunday, January 11 The values-driven one-day Mercantile, produced by the Good Food Foundation, will co-locate with Winter FancyFaire* on Sunday, creating opportunities for thoughtful, responsible food crafters to connect with the growing community of retailers that value quality, care and craftsmanship. The Mercantile also provides Winter FancyFaire* attendees access to even more high-quality products and responsible producers aligned with modern consumer values.

Good Food Mercantile

Upstairs from the Exhibit Hall, the North Star* Stage will host the show's biggest sessions and events, from the Industry Outlook research presentation to the sofi Awards Ceremony and more. Find the guidance you'll need to move into 2026 with confidence and access trends, projections, and big thinking on this engaging stage.

North Star Stage