Not just a trade show, but a full-fledged ecosystem revolving around Italian cuisine. The Winter Fancy Faire 2026, scheduled for January 11–13 at the San Diego Convention Center, will place Italy at the heart of the U.S. agri-food scene, with a presence that goes beyond the exhibition halls and involves the entire city.
The event marks the debut of the new winter format of the historic Winter Fancy Food, now rebranded as the Winter Fancy Faire, and its first-ever stop in San Diego. A move that strengthens the connection between Italian food and California, one of the most dynamic and receptive markets for high-quality products.
The centerpiece of Italy’s presence will be the Italian Pavilion, organized by Universal Marketing on behalf of the Specialty Food Association. Spanning more than 800 square meters and featuring around 60 companies, the pavilion stands out as one of the fair’s main attractions. Inside, the ICE Lounge will host dedicated areas showcasing iconic Made in Italy products, including cured meats, cheeses, aperitivo items, and coffee.
A distinctive feature of the 2026 edition will be the direct participation of Piedmont, Lazio, Calabria, and Sicily, each represented by a selection of companies reflecting their regional supply chains. The goal is to highlight the diversity of Italian agri-food production, bringing together manufacturing tradition and the ability to adapt to international markets.
The economic backdrop remains complex. Despite new tariff policies, Italy continues to rank as the fourth-largest agri-food supplier to the United States, after Mexico, Canada, and Brazil. However, in the first months of 2025, some key categories—such as wine, olive oil, and cheese—recorded a decline in imports, signaling a period of market adjustment.
According to Erica Di Giovancarlo, Director of the ICE Agency in New York, Italy’s participation in the Winter Fancy Faire carries particular symbolic value: “In California, we are also celebrating the inclusion of Italian cuisine in UNESCO’s intangible cultural heritage, reinforcing a message of quality that continues to be recognized by American buyers.”
Italian influence, however, will not be confined to the exhibition halls. From the show floor to the Little Italy neighborhood, San Diego will serve as the backdrop for a city-wide narrative of Italian gastronomy, helping to shape the very identity of the event. An approach that, according to Donato Cinelli, President of Universal Marketing, confirms the strength of a project built over more than thirty years of work and the continued confidence of Italian companies in the U.S. market.