San Diego will host the first edition of the Winter Fancy Faire from January 11 to 13, 2026. The event is the new winter format of the historic Winter Fancy Food Show, one of the most influential trade fairs in the global agri-food sector. It will take place at the San Diego Convention Center and marks a strategic shift for the show, which is changing both its name and location while strengthening its role in the North American market.
The Winter Fancy Faire is organized by the Specialty Food Association (SFA), the leading food industry network in the United States, founded in New York in 1952 and now comprising more than 3,000 members, including producers, importers, and international operators. Together with its summer counterpart, the Summer Fancy Food Show, it represents one of the main gateways to the U.S. market for companies in the sector.
Within the exhibition, the Italian Pavilion—organized by Universal Marketing, the SFA’s exclusive agent for Italy—will occupy a strategic position at the entrance to the international area. The Italian Pavilion will host around 60 companies across 80 booths, covering a total area of more than 800 square meters. For decades, the Italian space has been one of the fair’s main attractions, dedicated to promoting Italian agri-food excellence.
The pavilion will also include the ICE Lounge, featuring themed areas focused on cured meats and cheeses, the Italian aperitivo, and coffee, designed to facilitate meetings between Italian companies and international buyers. Four Italian regions—Piedmont, Lazio, Calabria, and Sicily—will also take part in the event, each showcasing representatives of their local production chains.
Italy’s presence comes amid a complex commercial landscape. In the first eight months of 2025, Italian agri-food exports to the United States reached $5.7 billion, up 1.8% year-on-year, though with a slight decline in market share from 3.7% to 3.5%. Water, pasta, preserved vegetables, and processed meats remain among the most in-demand products, while some categories—including wine, olive oil, and cheeses—recorded declines compared to 2024.
According to Bill Lynch, President of the Specialty Food Association, the Winter Fancy Faire represents “the first new trade show launched in over 25 years” by the association and an opportunity to strengthen collaboration with Italian partners. This view is shared by ICE New York, which supports Italy’s participation in California in a year marked by the recognition of Italian cuisine as UNESCO Intangible Cultural Heritage.