Specialty food makers will showcase their wares in NYC this month

The Specialty Food Association will once again kick off culinary summer with the Summer Fancy Food Show, taking over New York City’s Javits Center for three days.

Starting June 28, more than 2,500 food and beverage makers, including more than 1,300 US companies and 1,150 international exhibitors from more than 50 countries, will showcase their wares and share their stories at the show.

Brands of all sizes will showcase the latest food and beverage innovations, promote their new products and discuss trends expected to fuel growth in the specialty food industry, as well as the factors affecting their businesses.

Recently, SmartBrief spoke with Andy Darmohraj, SFA’s senior vice president of tradeshows, to learn more about what exhibitors and attendees will bring to this year’s show.

SB: What programs are there for exhibitors?

AD: SFA has a lot of programs for exhibitors, but I will focus on what we do on-site. With such a large show, we try to bring attention to emerging brands and new members. The SFA Spark Pavilion, located in the River Pavilion of the Javits Center, offers a variety of booth space options at different price points to our members. That gives access to the show to a larger universe of specialty food companies. Of course, buyers want to see new products, so it is one-stop shopping for them in the Spark Pavilion to see what’s new.

We partner with the US government on a Food Export Buyer Mission. The program connects our exhibitors looking to export to specific countries with buyers from those countries.

Curated Connections is a new program that we launched this year. It provides elevated matchmaking where buyers tell us what products they are interested in, and we make appointments on their behalf with our exhibitors. The meetings take place off the show floor to create a more personal connection.

SB: What are exhibitors’ concerns when deciding whether to exhibit at Summer Fancy Food or other trade shows? Are concerns greater this year, given the uncertainty around challenges like tariffs, gas prices and global unrest?

AD: While we are seeing some economic uncertainty, it isn’t reflected in our numbers. The show will be larger than last year, and we have more international exhibitors as well. As of today, our registration numbers are looking good, and our hotel blocks are filling up. We are confident that we will have a successful show.

SB: How does SFA address those concerns?

AD: Our relationships with our international pavilion organizers and individual exhibitors are very strong. We were proactive with our partners in the areas affected by the global unrest, making sure they knew that we would work with them in any way they needed.

SB: This is your first Summer Fancy Food Show in your new role, but you spent 20 years working on trade shows at the American Pet Products Association. What are some things you learned from those experiences, and how does that translate to your work at SFA?

AD: I see a lot of similarities between the pet products industry and the specialty food industry. The industries are made up of people who are passionate about the products they are producing and selling. They rely on industry associations and trade shows to help them grow their businesses. It is really exciting to be in a position to help entrepreneurs on their journey.

SB: Certain product categories typically have a big presence at the show – olive oil and cheese come to mind. Are there others we should expect to see in large numbers this year? Any emerging trendy products?

AD: Based on the product categories that our exhibitors submit to SFA, the top categories are: cheese and non-alcoholic beverages (tied for first place) followed by snacks and sauces/condiments. With 2,500 exhibitors we know that buyers will find everything they are looking for.

SB: How does SFA’s engagement with exhibitors extend beyond Summer Fancy Food and Winter FancyFaire*?

AD: Since our exhibitors are also our members, many of our programs are aimed at helping to grow their businesses year-round. Our Maker Prep Course is a six‑month program for food makers preparing to launch or take a major step into the marketplace. Learn to get your product on shelves, connect with buyers, and build brand visibility with a supportive cohort and expert coaches. SFA provides education opportunities throughout the year. We also have programs with NIQ (NeilsenIQ), Oracle and other business service providers.