How retail buyers discover the next new fancy foods

Innovations in specialty food start with an idea, often in the mind of a passionate culinary entrepreneur with a mission to introduce the public to new flavors, textures and nutrition benefits.

Those early efforts are typically funded on a shoestring and perfected in home kitchens or shared commercial kitchen spaces, and may find their first fans at farmers’ markets or in-person tastings.

Thousands of those passionate makers will be on hand at the Summer Fancy Food Show June 28-30 at the Javits Center in New York City. For them, making the leap to retailers’ shelves and gaining regional, national and possibly international exposure begins with buyer meetings.

For food and beverage makers large and small, a key goal of exhibiting at the Summer Fancy Food Show is to get in front of retail buyers with the power to put their wares in stores across the country.

More than 9,000 qualified buyers from around the globe will attend the show this year, in search of the next new things. “Each year, we see increasing interest and participation, reflecting the show’s value as a sourcing and networking platform,” says Michelle McDonald, director of member and buyer relations at the Specialty Food Association.

McDonald spoke with SmartBrief recently about the vital role of retail buyers and shared some insights into how SFA qualifies the buyers and the programs the association offers to help makers make the most of their buyer meetings.

SmartBrief: Can you talk about the important role buyers play at the show?Michelle McDonald: Buyers are central to the success of the show. They ultimately determine which products make it onto store shelves, shaping the assortment that consumers see at retail. Walking the show floor gives buyers a comprehensive, real-time view of their categories, allowing them to evaluate how products compare, where gaps exist, and how items may coexist on the shelf.

For buyers, the Summer Fancy Food Show also creates efficiency. They can meet with multiple current and prospective suppliers in one location, saving significant time compared to scheduling individual meetings throughout the year. In addition, the show provides early visibility into emerging trends—whether in flavor profiles, ingredients, packaging, or health-focused innovations—helping buyers stay ahead of consumer demand.

Equally important, buyers play a critical role in supporting emerging brands. For smaller or newer companies, the opportunity to engage directly with buyers on-site at the Fancy Food Show offers valuable insight into expectations, category dynamics and the types of questions they should be prepared to answer. Even an initial expression of interest from a buyer can open the door to future business opportunities and help brands gain traction.

SB: How does the process to qualify buyers work?
McDonald: Because the show is a trade-only event, ensuring the integrity of the attendee base is a top priority for the Specialty Food Association. Buyer qualification is a multi-step process.

We begin with basic vetting and follow up with direct outreach and conversation, which helps us understand the retailer or organization the buyer represents, as well as the categories they are responsible for.

In some cases, we may request supporting documentation, such as a redacted pay stub or invoice, to validate employment and purchasing responsibility. These steps are all about maintaining the Fancy Food Show’s audience relevance; in 2025, more than 60% of attendees were verified buyers. We want to ensure that exhibitors at our events can engage with confidence, knowing they are speaking with verified, qualified buyers who have real purchasing authority.

SB: Does the show attract international buyers?
McDonald: Yes, the show attracts a strong and growing international buyer audience. Many global buyers are drawn to US products due to well-established food safety standards and the innovation within the US specialty food sector. Attending the show allows international buyers to discover unique products that can expand their US assortments, appeal to their customer base, and help differentiate them within their local markets.

SB: How does the Summer Fancy Food Show compare to Winter FancyFaire?*
McDonald: The Summer Fancy Food Show is significantly larger in scale and typically attracts a higher number of buyers, along with a broader international exhibitor presence. While Winter FancyFaire* does include international participation, it is more heavily weighted toward the domestic market and has a more intimate feel and size than does the Summer Show.

SB: How does the show support buyers? What programs are available?
McDonald: The show is designed with the buyer experience in mind, offering a range of programs and resources to help maximize efficiency, productivity, and overall value.

The show floor is thoughtfully organized by category, allowing buyers to prioritize the areas most relevant to their business before exploring more broadly. Buyers are also granted early access to the Exhibit Halls—30 minutes before general opening—which enables them to hold pre-scheduled meetings in a quieter environment and begin their day with greater focus.

SFA’s Hosted Buyer Program, which provides additional support for qualified buyers, helping to facilitate meaningful connections and streamline their experience, continues to grow.

We also host a Buyers Welcome Reception prior to the show opening, offering a relaxed setting for buyers to connect with peers, build relationships, and begin their show journey with a sense of community.

A newer initiative, Curated Connections, offers pre-scheduled, 10-minute meetings tailored to each buyer’s specific goals. Buyers share their sourcing objectives in advance, and a curated list of relevant exhibitors is developed for their review. While recommendations are provided, buyers ultimately select who they would like to meet with. These meetings take place in the Buyers Lounge before the show opens, creating a highly efficient and personalized introduction to the show floor.

Additional support includes:

Complimentary registration opportunities for qualified buyers across retail, e-commerce, foodservice, distribution, and importing
On-site meeting rooms for private discussions, category reviews, or pre-scheduled appointments
A dedicated Buyers Lounge on the show floor, featuring comfortable seating, meeting space, light refreshments, and opportunities to reconnect with teams throughout the day
A “shoppable” sample wall, allowing buyers to easily discover and select products of interest from participating exhibitors

Together, these offerings are designed to ensure buyers have a productive, organized, and enjoyable show experience.

SB: Can you share some success stories that came from buyer meetings at past shows?
McDonald: Out of respect for buyer confidentiality, I don’t share specific examples without permission. However, what I can say is that the feedback we receive after each show is overwhelmingly positive. Buyers frequently share that they discover a significant number of new brands and products that are highly relevant to their business.

In many cases, those discoveries quickly translate into orders, with products making their way onto shelves soon after the show—and performing well. This consistent success is one of the reasons why the show remains a “must-attend” event for so many buyers.

Buyers also value how SFA structures the experience. The ability to navigate the show efficiently, combined with the level of support provided, allows them to maximize their time and outcomes. Ultimately, when buyers have a successful and rewarding experience, it directly contributes to the success of exhibitors and the show as a whole.