National and international purveyors of our industry reunited at New York City’s Jacob Javits Convention Center as the Specialty Food Association (SFA) ensured the 68th Summer Fancy Food Show (SFFS) was one for the books.
About 29,000 attendees explored specialty food and beverage products from 2,400-plus exhibitors. The spread spanned two floors of the expansive convention center, drawing buyers of all kinds and generating connections from one end of the industry to the other across the globe.
"This year's show put the spotlight on the incredible specialty food community in many different ways, and we at SFA are grateful to everyone who participated in this one-of-a-kind event," Bill Lynch, President of the association, shared. "From Whole Foods Market CEO Jason Buechel who gave a sweeping, insightful keynote to Kristen Kish who hosted our wonderful SFA Awards Gala to the 2,400-plus exhibitors who brought their best to the show yet again, the collective energy this year was palpable. At booth after booth we saw innovations in product format, flavor, and more that will reverberate through the wider food industry in the months to come."
After kicking off the events with the cutting of the ribbon on Sunday, June 23, the crowd was immersed in educational opportunities, and of course the latest innovations and introductions recently launched or preparing to.
Amid the expert and veteran booths was the Debut District, a featured area for first-time exhibitors, new products, startups, and incubators that were a great look into what’s to come.
"This has been one of the better shows of the year in my opinion. We saw great traffic right from the start to the last day," Mark Barry, Eastern Regional Sales Manager for Venus Wafers, shared with me as we connected at the booth.
One challenge was remembering to break away from the sights and sounds of exhibits to attend some exciting keynotes!
Thankfully, attendees needn’t go far—I would check my watch and be startled as time flew by, making my way quickly to a stage amid the show floor.
A standout was, as Bill pointed out, when Jason Buechel, Chief Executive Officer of Whole Foods, unpacked a Whole Foods bag of products with Today Show producer Katie Stilo. This was an interesting and interactive touch as the retail leader also explored current opportunities and what his team was experiencing in terms of consumer priorities.
Other key and engaging events like Trendsetters: How East Coast Retailers Impact the Industry and a burger showdown live with Delish made for much insight and entertainment amid booth exhibits.
Chef and author Kristen Kish also sat down with Joanna Saltz of Delish, giving a peek behind the scenes of the popular Top Chef and explaining thoughtfully why she dislikes talking about "food trends." Kish later hosted the celebration and recognition of the sofi Grand Award winners.
“Winning a sofi Award is a doorway to invaluable business opportunities and global recognition,” Kish said in an SFA statement.
Congratulations to the honored sofi recipients, as well as Lifetime Achievement Award winners, Leadership Award Winners, and this year’s Hall of Fame inductees. Dive into the detailed awardees here.
As we wrap up the third and final day, I can happily report that energy and foot traffic both felt matched to those first hours at the start. I imagine we all will rest well on planes home, and am excited to see the innovations and partnerships that unfold from this time together once we get there.
Before we know it, we will all be back for the Winter Fancy Food Show 2025!
