Fancy Food Show Honored for New Brand, New Look

The Specialty Food Association is on a winning streak. The Association’s 2013 Summer Fancy Food Show has been named a winner of the annual Art of the Show Competition by the International Association of Exhibitions and Events, marking its third industry honor this year. The Art of the Show competition recognizes excellence in promotional materials for the exhibitions and events industry. The 2013 Summer Fancy Food Show won Best Signage & Decoration in the over 150,000 net-square-feet size category. Attracting a record 24,100 food industry buyers to New York, this year’s Summer Fancy Food Show featured an entire new look with the official launch of the Specialty Food Association’s new brand: Specialty Food. Craft. Care. Joy. The brand highlights the people and products behind the small businesses that fuel the $86 billion specialty food industry. It was depicted with bold graphics and giant portraits of members on banners and signs throughout the crowded exhibit halls. “We are honored to be recognized for bringing our new brand to life at our show,” says Ann Daw, president of the Specialty Food Association. “The work brings dimension to `Specialty Food. Craft. Care. Joy’ via the stories of members and their passion for the foods they create.” The upcoming 2014 Winter Fancy Food Show in San Francisco, January 19 – 21, will mark the West Coast debut of the new look and new brand. The branding effort started earlier this year with a name change for the Association, formerly the National Association for the Specialty Food Trade, Inc. (NASFT). It was created in collaboration with Roth Partners LLC, a brand advisory and communications firm based in New York City.