Joy the Baker

Winter Fancy Food Show

January 22, 2009

Fancy Food 2009

Can I talk to you about the Fancy Food Show?  Can I be completely honest?

In some ways, the Fancy Food Show is a battle between people who want free stuff and vendors who aren’t all that eager to give away free stuff.  It’s a bizarre and sometimes troubling experiencing.  Take these macarons, for example.  Exactly everyone wanted one, and exactly no one got one.  It’s the Fancy Food Show, not the Free Food Show.  I get it.  Don’t get me wrong, I did manage to walk away with my fair share of goodies, but it’s not the free for all you might think it is.

Maybe it’s just me.  Maybe I’m too shy.  Maybe I need to work on my schmoozing skills.  Maybe it was the layers and layers of people clamoring about.  I dunno, but the Fancy Food Show made for a memorable, bizarre and overwhelming weekend.

Here are some of the run of the mill details.

Fancy Food 2009

The Winter Fancy Food Show is in its 34th year.  This year’s winter festivities were held over three monstrous days at the Moscone Center in San Francisco.

Fancy Food 2009

More than 1,500 exhibitors from 35 countries packed the convention center.  Everyone had a badge.  There were plenty of dudes in suits acting like they had national security on their minds.

Fancy Food 2009

Many producers from different countries banded together in specific areas, creating a sort of united front, if you will.  Leave it to the Italians to set up a giant flat screen television playing some sort of heated football match.  That combined with the wine and cheese made the Italian section one of the hot places to be.  Oh Italy.  

Fancy Food 2009

More than 50,000 products were on display at the Winter Fancy Food Show.  I think I got to about 50 of them.  That almost feels like a disgrace.  Almost.

If the Fancy Food Show is any indication of how we’ll be eating in the coming year, I’d say we’re all going to stuffing out faces with fancy chocolate, fancy water and lots of tea.  Luckily, I don’t think they’re in charge of what we’re actually eating.

I don’t want to make this an advertisement for all of the product I saw during my time at the Fancy Food Show.  That’s not really my style.  I do want to give you a sense of my experience.  Take a look and we’ll talk more about this next week.

Fancy Food 2009

The Fancy Food Show is full of people who talk to you with this look on their face.  This man just happens to be super passionate about his Galaxy Desserts, mini-fancy-sweet-bites.

Fancy Food 2009

Fancy Food 2009

The Fancy Food Show is layers and layers of people.  Here you’ll see Hint Water.  It’s water flavored with the essence of various fruits and vegetables.  The trick with Hint is that they don’t use any sweeteners.  Just water and essence.  If you’re tired of the taste of water… maybe cucumber water will float your boat.

Fancy Food 2009

This man is making coffee like it’s his job.  Oh… yea… probably is.

Fancy Food 2009

My partners in crime at the food show: Simon, Lara and Mitch made all sorts of videos.  There is a food tasting video evidence.  Lots.  Coming soon.

Thanks for letting me share.  More next week!


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