Billed as the Food World's answer to Fashion Week by the Wall Street Journal , the Specialty Food Association's Fancy Food Show is an annual who's who in the specialty food space.
The event is on our list of "Top 10 Events for Women in CPG" and brings together thousands of brands, retailers, service providers, and supporters from all over the world.
We spoke directly with community members about their experience at the 2024 event in New York City, and it was clear that having an objective for the show was critical. What are you trying to achieve, whether exhibiting, attending, or participating in ancillary events?
How did Kiley Fields of For Good Granola and Alison Elliott of Farmer Foodie use past Show Insights to Drive the 2024 Strategy?
For Good Granola, founded by Kiley Fields, participated in Fancy Food for the second year. As two-time Specialty Food Association's sofi™ Award winners, For Good Granola had the opportunity to exhibit in the Debut District (formerly New Now Next) at the event. After the 2023 event, Kiley and the team documented the key takeaways, types of contacts made, type of collateral used, and number of samples distributed. The information proved to be vital going into this year's show. Editor's Note: Check out our blog post "Trade Show Trigonometry – How to Measure Event Participation" for guidance.
Kiley's main objective 2024 was to make connections (NOT sales) with industry media, retailers, and distributors. Her team invited many contacts (retailers, media, etc.) to its booth beforehand, which drummed up interest before the show even started.
"The goal was to educate on buckwheat, engage people in our flavor-indulgent brand, and create a follow-up opportunity for the next conversation," she said. "I think ROI on the Fancy Food Show is not immediate... it's additional milestones in the sales pipeline that are invaluable but rarely equate to dollar revenue right after the show. It may take us a year (or more) to have that connection we made turn into space on the shelf."
Third time was the charm for Alison “Ali” Elliott, founder of Farmer Foodie. Farmer Foodie was part of StartupCPG's Pavilion and was able to connect with fellow brands, various retailers, category managers, and distributors. She described it as the most successful show to date.
Ali recommends that founders set up their exhibition booths early, print enough promotional materials for a large crowd, prepare a lot of samples, place your brand/ product information in the press room early and take advantage of the free resources SFA provides.
"The Fancy Food Show is a great way for brands to showcase their products and gain industry exposure," Ali said. "Since Farmer Foodie is based on the East Coast, the Fancy Food Show is an invaluable tradeshow, which allows us to connect with Northeast retailers and distributors, expanding our footprint via a wide mile, deep approach."
How Farnosh Family, Founder of SunGhee, Stepped Outside of Her Comfort Zone in the Big Apple
After participating in the Winter Fancy Food in Las Vegas, Farnosh decided to exhibit at the summer event as part of the Regional Food Business Centers in the Rocky Mountains, which hosted numerous companies under an "Incubator Village" setup.
While she didn't know what to expect, Farnosh knew the true magic of the experience comes with face-to-face interactions.
"I feel like I was putting a lot of pressure on myself to make this show successful," Farnosh said. "I realize all the connections made may lead to something months later. I wish I had gone into the show less anxious about what would happen and more open to meeting many new people from all parts of the industry."
Her objective included taking advantage of all the opportunities to meet people.
"Don't be shy," Farnosh said. "Get out there and ask your booth neighbors or others if you know which events they are going to and give yourself a chance to talk to people away from the show floor."
A Brand New World for Jill Weissman, Founder of Beyond the Bib, and Amie Kesler, Founder of Carolyn's Krisps
Jill Weissman attended Fancy Food to determine whether it would be worth exhibiting with Beyond the Bib as the brand moves into retail.
She networked with other brands, retailers, and members of the CPG ecosystem, and her experience exceeded her expectations.
"The onus is on you to get what you want from the show," Jill said. "If you want to meet other brands and network, make it a point to stop by their booths and introduce yourself. Want to practice your pitch? Connect with a buyer and give it a shot. As a small brand, it's easy to just walk the show, check out other brands, and move on. But to maximize the experience, you must put yourself out there and initiate conversations."
After exhibiting in 2023, Amie Kesler, founder of Carolyn's Krisps, decided to attend 2024's event. She had a specific objective of meeting key buyers from Earth Fare, Central Market, and Village Supermarkets. Additionally, Amie wanted to connect with key distributors she hoped to work with and connect in person with those people she already had a relationship with.
From past events, Amie knew the importance of having a CRM system to collect information. This year, she reached out to those she wanted to connect with beforehand. Additionally, she tried to pick one outside party or networking opportunity each evening to attend, making sure to have Carolyn's Krisps samples in tow.
"Outreach and follow-up are super important in making any participation and attendance worth it for shows like this," Amie said. "I was also able to book-end this trip with store check-ins and demos in the city. We are based in Chicago, so if I am close to any of our retailers, I will try to maximize my time in those cities and events."
Bottom Line: Fancy Food was once described to us as an event CPG brands are expected to attend, like the Academy Awards (or Fashion Week) dedicated to food and beverage. While it can be intimidating, especially the first time, having a clear goal in mind will help focus efforts. For more tips related to Fancy Food, check out our blog post "Fancy Foodapalooza—The Ultimate Summer Festival."
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