Tactics from the annual trade show for the specialty f&b industry
Across the sea of culinary items presented at the 2026 Summer Fancy Food Show in New York City (June 28-30), nearly 1,000 of them officially debuted at the event. Indeed, the biggest gourmet food trade show in North America, produced by the Specialty Food Association (SFA), is a product discovery event for the specialty food industry as much as it is a networking hub for industry buyers.
And to celebrate the show’s 70th anniversary this year, the SFA pulled out all of the stops, securing 345,000 square feet of floor space, its largest footprint in six years, unveiling new pavilions, and, for the first time, co-locating its curated Good Food Mercantile marketplace with the larger show.
Sessions covered hot topics like the luxury grocery renaissance and SFA’s trend of the year, SenseMaxxing, while world-renowned chef Marcus Samuelsson delivered the keynote.
But EM was on-site with a mission. So we bypassed the stage and headed to the show floor to explore top exhibit strategies and trends, and sample a few (OK, a lot of) goodies along the way. Join us for a tour of what we can only describe as the land of cheese (and check out our video footage here).
RUSTIC ARCHITECTURE
Faux stone facades, use of wood materials, and barn-inspired builds were a popular way for exhibitors to make their spaces feel homey and inviting.
CHEF DEMOS & SAMPLING
Several booths featured live culinary demos, typically with a chef mic’d up and equipped with an adjacent screen so that everyone in the audience could see what was taking place.
There were also a vast range of smaller exhibits that featured samples cooked, and/or meat carved, right on the spot, for attendees to enjoy almost instantly. (Did we mention we ate steaming-hot Rummo pasta that was scooped straight out of a cheese wheel?)
PLAYFUL TOUCHES
In a sea of competition, some exhibitors found an edge by incorporating playful touchpoints and giveaways into their footprints that beckoned attendees in.
Among standouts, Di Marco had two ambassadors dressed in ancient Roman garb that wandered around its footprint (which included an actual pizza oven). Diva Delights presented a striking, sleek black footprint, but in the back corner was a trio of hot-pink thrones that invited content capture.
Manischewitz dished out swag items that looked like matzah balls. La Trafila’s booth included a Vespa-themed swag installation. Swiiyo offered a gas pump-inspired “Energy Station” installation that had visitors “pumping” beverages into their cups.
FLAVOR-CODING
Exhibitors who implemented flavor-coded footprints made a visual statement while showcasing their range of products for different palates.
LARGESCALE PRODUCT DISPLAYS
If there’s one nickname we’d give the 2026 Summer Fancy Food Show, it’s “land of cheese.” The food was everywhere we turned, and mostly showcased in giant (refrigerated) product displays that resembled deli counters at specialty food markets. Several exhibits for meats and sweets brands featured similarly largescale displays.
FAMILY-STYLE TABLES
Beyond the traditional tables that served as places to sample or network found within the larger exhibits, we also spotted booths that featured one or two communal tables that small groups of attendees (perhaps partners or VIPs) gathered around, the same way families or close friends might enjoy a meal.
WORLD CUP INTEGRATIONS
The FIFA World Cup was in full swing during this year’s Summer Fancy Food Show, and some exhibitors leveraged the cultural moment to draw booth visitors. More than one footprint included a screen showcasing live matches, while others had smaller nods to the tournament. FrieslandCampina even gifted a World Cup jersey to one lucky attendee.
Meanwhile, the Javits Center’s own big screen also broadcast matches during the event, and loud cheers could be heard from the across the venue when players scored.
Featured photo credit: Specialty Food Association
