News

Fancy Foods shows' host rebrands, widens membership

Photo: iStock

October 15, 2019

The 67-year-old Specialty Food Association — representing 3,800 member companies in the $148 billion specialty food industry — is itself rebranding. The SFA, which also hosts the Winter and Summer Fancy Food Shows has realigned to aim itself squarely at a mission to "Shape the Future of Food," which will include educational, networking and research offerings for its innovators in this segment of the industry, so increasingly important to restaurateurs. 

The newly redesigned SFA logo is an imperfect circle to stand for the constantly changing industry, along with what a news release said are the many effects food drink have culturally. The organization was actually born at a time in 1952 when American demand for international goods and global flavors really got going. Since then, and especially through the Fancy Food Shows, countless domestic and international brands have launched in the U.S. market under the auspices of the SFA.

In fact, throughout its history, the association has acted as a catalyst, propelling brands like Walker's Shortbread, KIND Bars, Tate's Cookies, Vitamin Water, Stonewall Kitchen, Jelly Belly, and Ben & Jerry's into daily American restaurant and food culture. 

The organization wants to widen its membership to include not only producers, but all kinds of affiliated businesses that use such products. 
"The current American appetite for clean, authentic, flavorful, and healthier foods is here to stay," SFA President SFA President Phil Kafarakis said in the release. "Through the rebrand and our expanded offerings, we'll be inviting in a wider range of members to fully represent the marketplace and better reflect the diversity of our consumer-focused industry."