Winding through three historic neighborhoods, the Campus Tasting Trail honors the city’s legacy in food culture as it enters a new phase of growth
NEW YORK, Sept. 16, 2026 /PRNewswire/ — As the specialty food industry looks forward to Winter FancyFaire*, happening January 17-19, 2027, in San Francisco, the Specialty Food Association (SFA) today announced the three local restaurants that will be the stars of the show’s second-annual Campus Tasting Trail.
An immersive sampling experience that incorporates exhibitor products into curated tasting menus, Campus Tasting Trail offers show attendees a unique way to discover new specialty offerings and explore the local food culture. The chef-crafted and product-forward menus will also be available to the public (while supplies last), enhancing visibility and brand awareness for participating exhibitors.
The three restaurant partners represent San Francisco’s rich culinary heritage and diverse neighborhoods:
- a Mano (Saturday, January 16): Located in the heart of the stylish Hayes Valley neighborhood, this buzzy neighborhood spot offers house-made pasta, pizza, cocktails, and more.
- Canela (Sunday, January 17): A warm bistro in the vibrant Castro neighborhood, Chef Mat Schuster’s Canela serves up tapas, paella, and wine in celebration of Spanish culture.
- China Live (Monday, January 18): A dining experience, cocktail bar, and retail shop all in one, China Live is a cultural beacon in the country’s most historic Chinatown neighborhood.
Applications to participate in the Campus Tasting Trail are now open to all Winter FancyFaire* exhibitors. Interested brands can find out more information and apply here (non-exhibitors will not be considered). Applications close on October 2, 2026.
Winter FancyFaire* 2027 marks the SFA’s return to San Francisco – the organization’s first show in the City by the Bay since 2020. It’s a fitting time to return to one of America’s greatest food cities: by the end of 2026, the city is on pace to exceed its pre-pandemic tourism spending and welcome more than 24 million visitors. Convention center business is also up more than 60 percent since 2024, driven in part by the city’s commitment to public safety.
“SFA has a long history in San Francisco, and we’re thrilled to bring Winter FancyFaire* back to an American culinary capital,” said Leana Salamah, Senior Vice President of Marketing and Communications at SFA. “San Francisco is in such an exciting phase of growth and reinvention, making it the perfect backdrop for our unique trade show that promises new discoveries, inspired sampling opportunities, and high-energy events throughout the Show.”
Now in its second year, Winter FancyFaire* is a reimagined trade show experience that offers enhanced sampling and product discovery opportunities on and off the Moscone Center floor. Beyond the Campus Tasting Trail, this year’s show will feature Discovery Kitchen, a live demo stage where notable chefs work with exhibitor products, and First Taste Table, a bookable, seated area offering intimate and curated sampling experiences. Additionally, SFA will honor the 2027 sofi Award winners and unveil the 2027 Trend of the Year during the evening of Sunday, January 17.
The first show of the year for the specialty industry, Winter FancyFaire* 2027 will feature 1,000+ exhibitors, Debut District spotlighting the newest product innovations, the one-day Good Food Mercantile, and a diverse mix of networking opportunities with the specialty food community.
Registration for Winter FancyFaire* 2027 is open now for qualified members of the specialty food trade, industry affiliates, and members of the press. Prices will increase on September 19, 2026, so complete your registration now to take advantage of early bird pricing.
About the Specialty Food Association
The Specialty Food Association (SFA) was founded in 1952 and is the not-for-profit trade association of the $219-billion specialty food industry. Representing more than 4,800 businesses worldwide, SFA champions industry participation and success for a diverse community of makers, buyers, importers, distributors, and service providers by producing events, programs, and year-round resources and education. SFA owns and operates the Summer Fancy Food Show, Winter FancyFaire*, and the sofi™ Awards, which have honored excellence in specialty food and beverage annually since 1972. SFA also oversees the Good Food Mercantile, Good Food Qualification, and Good Food Awards, celebrating tasty, authentic, responsibly crafted food and the people behind it. Find out more at Specialtyfood.com, and connect with SFA on LinkedIn, Instagram, TikTok, and Facebook.
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SOURCE Specialty Food Association
