The Specialty Food Association's flagship Winter Fancy Food Show — the largest specialty food event in North America. 1,000+ exhibitors showcasing artisan food, beverages, confections, and specialty ingredients. 15,000+ retail buyers, distributors, and food media. Accompanied by the Good Food Mercantile featuring emerging brands.
📍 Venue & Location
Moscone Center 747 Howard St San Francisco, CA Venue type: convention center Venue capacity: 100,000 Show Website ↗
🎪 Exhibit Opportunity
🏢 Booth Services for Winter Fancy Food Show + Good Food Mercantile 2027
When is Winter Fancy Food Show + Good Food Mercantile 2027?
Winter Fancy Food Show + Good Food Mercantile 2027 runs from January 17, 2027 to January 19, 2027 at Moscone Center in San Francisco, CA.
Where is Winter Fancy Food Show + Good Food Mercantile 2027 held?
Winter Fancy Food Show + Good Food Mercantile 2027 is held at Moscone Center, located in 747 Howard St, San Francisco, CA. It is a convention center venue. The venue is one of the premier event spaces in the San Francisco area.
How much does a booth at Winter Fancy Food Show + Good Food Mercantile 2027 cost?
Winter Fancy Food Show + Good Food Mercantile 2027 typically draws around 1,000 exhibitors, making it one of the larger shows in San Francisco. Booth costs vary by size and location — standard inline booths often start around $3,000–$8,000, while island or corner booths can run $15,000+. Booth design, fabrication, and show services add to the total investment. Request a quote for full-service booth management →
What services do exhibitors need at Winter Fancy Food Show + Good Food Mercantile 2027?
Exhibitors at Winter Fancy Food Show + Good Food Mercantile 2027 typically need booth design and fabrication, property ordering and shipping logistics, on-site setup and teardown crews, pre-show marketing assets, and post-show lead tracking. ReadySetShow! handles all of these as a single turnkey service — so your team can focus on working the show floor. See what's included →
Winter Fancy Food Show + Good Food Mercantile 2027 exhibitor tips
Three tips for exhibiting at Winter Fancy Food Show + Good Food Mercantile 2027: (1) Book early — prime booth locations sell out months in advance; (2) Brief your team — every person on the floor should have a clear pitch and know your lead capture process; (3) Follow up fast — leads go cold within 48 hours of a show. Read the full Bay Area exhibitor guide →