Why We Joined the Specialty Food Association (It’s not just because we love food!)
We recently joined the Specialty Food Association (SFA), a trade group that represents the specialty food industry. Sure, we LOVE to eat and are always on the hunt for new foods and beverages to fall in love with, but the decision to join was actually in an effort to further educate ourselves on all aspects of the industry, increase our company’s expertise in the specialty food packaging realm and in turn, give us the ability to help more clients realize their success.
Why We Think It’s Important
We’ve been familiar with the Specialty Food Association for many years, learning about their importance in the industry back when we worked in house for The Fresh Market. Their sofi awards – think the Oscars of the food world – have been informing grocery buyers and and industry professionals of innovative and trending products in the current market for the past 46 years. We remember helping with the submission that would lead to The Fresh Market’s 2011 sofi award win for Outstanding Specialty Food Retailer Award. There was also the bi-annual buzz throughout the office when the buyers and executives would prepare for SFA’s Summer and Winter Fancy Food Shows and return with tales (and sometimes samples!) of exciting new products and trends they experienced at the show.
When we set out on our own to establish Buttermilk Creative as the premier specialty food and beverage packaging design agency we already understood how essential keeping a pulse on the industry is to the success of our clients. Since the launch of our business we have attended several food shows throughout the year each year, including SFA’s Fancy Food Show. However, this spring we took it a step further by becoming official card carrying members the Specialty Food Association! Woo hoo!
What Our Clients Stand to Gain
While we appreciate all the warm fuzzy feelings associated with being a part of this organization, we also recognize that this is a great asset for our clients and the enhanced services we can offer them. We will continue to annually be in attendance at the Summer Fancy Food Show. In 2017 the Show featured more than 2,600 exhibitors, with representation from 57 countries around the world and showcasing more than 180,000 specialty food products. The Show is the largest marketplace in North America devoted exclusively to specialty foods and beverages. These shows provide us with an opportunity to see the near future of specialty food and beverage, meet the makers and founders, connect with many of our clients and stuff our faces with some of the most amazing food and beverages (we told you we love to eat)!!! Yet the true highlight is that we are able to observe what is trending in the marketplace in all areas of packaging design including advances in sustainable materials, cutting edge printing techniques and diverse interpretations on what resonates with shoppers (plus we geek out on a lot of amazing packaging design!). We also gain new perspective on the challenges and struggles unique to the specialty food and beverage world and learn how we can help alleviate these hurdles for our clients.
Yet the true highlight is that we are able to observe what is trending in the marketplace in all areas of packaging design including advances in sustainable materials, cutting edge printing techniques and diverse interpretations on what resonates with shoppers
Becoming an SFA member also allows us to become further immersed in the community as well as get in the inside track of the industry. We hear about every policy update, headline, or cutting edge trend. That means we can build on our knowledge and continue to speak specifically to our clients needs and opportunities that relate to production, consumer trends, shopper insights, and learning about overall strategies that will help drive sales and lead to their success.
Here’s to more knowledge, more connections, more food and of course the most success for your brand!