The Winter Fancy Food Show in San Francisco is the West Coast's largest specialty food and beverage event. It displays a wide variety of innovative products and due to its interactive character, it offers great opportunities to network with industry experts. The show has brought together 1,400 exhibitors and more than 25,000 attendees. Attending buyers includes Whole Foods, Kroger, UNFI, Starbucks, Marriott and others.

Every year, influential buyers from retail, foodservice, e-commerce and hospital visit the show to taste trends and do buyers. Due to this, the Winter Fancy Food Show helps shape the products displayed on retail shelves and restaurant menus. The show also has good B2B engagements, and they attract buyers from all segments.

The show features events and activities such as the Incubator Village product showcase, SFA Annual Leadership Awards Ceremony, Super Sessions, Excite talks, New Brands on the Shelf showcase, Front Burner Competition, What’s New What’s Hot showcase and others. There was also a major food donation at the end of the show to support Feed the Hungry.