Naturally Network @ SFA Winter Fancy Faire 2026

From Olivia Sullivan, Market Access Program Manager

I’m still processing how good Winter Fancy Faire in San Diego felt! 

From the start, the Naturally Network pavilion just felt alive. Busy but not chaotic. Energized without being overwhelming. People weren’t just scanning booths and moving on, they were stopping, hanging out, and really engaging. It genuinely felt like a place people wanted to be.

For so many founders, this show was a huge moment. Launching retail. Putting something you’ve poured so much time and heart into in front of buyers who tell you the truth. Watching someone taste your product and seeing that instant spark. It was a lot to take in, in a really good way. 

“Naturally Network was incredible to work with from pre-show planning through show close. The pavilion was busy throughout the entire show, with consistent traffic from large and small format retailers, distributors, and press. The brands selected for the Naturally Network Pavilion were a pleasure to be alongside, and the thoughtful curation and layout made the experience even more impactful. We’re already planning to sign up again next year.” - Ryan Raish, Founder of Fave 

One thing I’ll never stop loving is how the pavilion turns into its own little community. Founders cheering each other on, swapping notes, sharing what worked and what didn’t. It never feels competitive, it feels supportive, and that’s not something you find everywhere.

Our panel, “Bridging the Gap: How AI is Transforming Buyer-Brand Relationships” was another highlight for me. The conversation felt practical, honest, and really approachable. Huge credit to Wayne Bennett of Rangeme, Cheryl Yarbrough of New Nexus Group, and Kelli Howard of SPINS for making this possible. Their willingness to be candid and share what’s actually working made the conversation incredibly valuable, and you could feel how engaged the room was. We’re excited to keep this conversation going, with recordings coming soon to our CPG Academy. 

Outside of the show floor, the Naturally San Diego party was a moment. Packed, high energy, and anchored by brands demoing throughout the space, it felt like the community fully coming together. Relaxed, present, and celebratory in the best way. The kind of night that reminds you why these in-person moments matter so much. 

Speaking of in-person moments, it was also really energizing to spend time with partners throughout the week. Those face-to-face conversations deepen relationships and spark new ideas in a  way nothing else quite can. 

And a huge shoutout to the Specialty Food Association team, year one of the new show format really came together and felt like a win.

Walking away, I mostly just feel grateful and proud. Of the founders, our partners, and the community that keeps showing up and building something meaningful together.