Key Buyers from the Whole Foods Culinary Procurement team weighed in on their approach to the Winter Fancy Food Show during livestream coverage which kicked off Sunday.
The SFA has partnered with The Food Institute for coverage on each of the three Show days, hosted by Susan Choi, veteran TV journalist and FI’s director of digital media, geared toward both virtual and in-store audiences.
Whole Foods’ Dana Stanley told Choi, “We’re always looking for restaurant quality, key ingredients that will make a perfect dish or meal.”
Her colleague Karen McGuinness added, “The thing that first stands out to us when we start walking and engaging with suppliers is the core values and quality standards for Whole Foods, so first and foremost they must meet those quality standards. But we’re also looking for trends. We’re looking at things that our customers really want to buy and that they’re going to get the most for their dollar, especially right now.”
“We’re also looking for sustainability and a story, from the farmer to the grain producer all the way to the product journey and landing in our stores,” shares McGuinness. "Our customer wants a purchase with a purpose.”
“In addition to all of those things, our senses really guide us,” said Stanley. “What smells good, what looks beautiful, what pulls us in. We want to be excited. Any time we see something with whole ingredients, whole foods, untouched, unprocessed, that’s really appealing to us.”
“Snacking also dominates,” added McGuinness. “Some of the favorite profiles we’re seeing is a switch from sweet and salty to sweet and spicy and kicking up flavor and energy.”
Denise Purcell, vice president of resource development at SFA, said of trends that attendees will likely spot at the Show, “Global tastes are always prominent, but now we’re seeing them in grocery staples, like cookies from Hawaii using taro or different sauces, condiments, and a lot of meal starters. People cooked a lot during quarantine, and probably got tired of that but still want to prepare healthy meals from scratch. Meal starters, sauce starters and meal kits—that’s looking like it’s going to be a big trend for 2023.”
She also noted that non-alcoholic beverages have come a long way. “Sparkling beverages, non-alcoholic wines that taste like the real thing—these types of products are opening up so many options for people who don’t want to choose alcohol. They’re so close to the real thing with such interesting flavors and botanicals being used. There’s a line using flavors from West Africa as well,” Purcell said.
Pavilions Make Categories Stand Out
With tens of thousands of products for attendees to see and taste, targeted special, state, and international pavilions help attendees explore particular segments more easily at the Show. Sunday’s coverage included on-the-floor reporting with Ron Tanner of the Tanner Food Group, who highlighted emerging trends in New Next Now, an area including startups and food incubators and the companies with which they work.
“We’re seeing all of these innovative companies, some coming out of incubators, some are startups, all exhibiting for the first time,” said Tanner. They include:
Alchemeat, a plant-based beef manufacturer creating its product at Chicago’s food incubator The Hatchery. The product has a unique texture made with a proprietary process that creates a chewy, elastic, and juicy “meat” product that appeals to plant-forward consumers, Tanner said.
Seraphim Social Beverage produces wine alternative wellness tonics at the Rutgers Food Innovation Center in New Jersey. “It has no added sugars or preservatives, no artificial colors; it’s all whole foods like organic sour cherry juice, wild blueberry juice, red grape juice, apple cider vinegar, and extracts,” said founder Stephanie Schaich Bricken. “You’re having a social beverage, looking like everyone else, but drinking something that is healthy for you.”
This beverage is vegan-friendly, non-alcoholic, and supports wellness. “If you start with one glass of wine, you can switch right over to our tonics and feel so productive the next day,” she said.
Nomad Mix, a minority woman-owned brand, is also exhibiting in New Now Next. The hand crafted trail mix is created by founder Aiyesha Christian, in Portland, Oregon. It includes dried Zante, shiitake mushrooms, smoked salt, and seasonings like cilantro and spices.
“I wanted to inspire people to enjoy trail mix again. It got a bad rap for being too salty or too stale,” she said.
In the Confectionery, Snacks & Sweets pavilion, FI reporter Jordan Wicklund observed, “Everywhere you look the aisles are filled with confections, chocolates, accents from around the world. If you can eat it, it’s here.”
He spoke with Andrew Schuman, president and CEO of Hammond’s Candies, from Denver, Colorado, who said, “For us it’s all about the bar. It has to taste good, and we’ve got flavors that are unique and novelty.” The company has launched flavor-forward varieties like Raspberry Habanero, Pigs n’ Taters (a mix of bacon, potato chips, and milk chocolate), and Bourbon Pecan Pie.
After years of ownership by Hershey, Scharffen Berger Chocolate Maker’s CEO JP Mackey recently took back ownership of the company that is based in Ashland, Oregon. He told Wicklund, “We’re America’s original craft chocolate company. This is our coming out party, with new branding, new product lines.” When asked what product Mackey thinks is his number one product, he pointed to the Chocolate Provisions line. “It’s dedicated to go with fine wines, compliments cheeses, bourbons, and craft beers. We think it’s something new and exciting.”
Meanwhile, in the Deli Pavilion, Tanner showed viewers the bounty of the segment. “This is one of the busiest pavilions at the Show. Cheese in the largest selling category in specialty foods, and there’s a great combination of innovative companies from the U.S. but a lot of imported cheeses. We’re surrounded by cheese.”
Tanner spoke with David Raff, executive vice president of MCT Dairies in Chatham, New Jersey, about Old Croc, the company’s best-known Australian cheddar. “We discovered the flavor profile is very unique, very sweet—a really nice bold flavor cheddar with great aftertaste.” He added, “In Australia the cows are free grazing, so it’s grass fed, and the milk is very pure.”
The importer’s newest product is a USDA certified organic grass fed rich and wholesome aged cheddar from Somerset, England, where cheddar was started. “It’s also from a facility that is 100 percent carbon neutral. Once you taste it, you’re hooked,” Raff said.
Tanner rounded out his coverage by speaking to Pat Ford, co-owner of Beehive Cheese from Utah. “The cheese that put us on the map is the Barely Buzzed, a coffee and lavender rubbed cheddar. We entered that in the American Cheese Society Competition in 2007 and ended up taking first place,” said Ford. "The Queen Bee Porcini is our newest cheese with a mushroom rub on the outside.” Two years ago, it was the only domestic super gold of the year at the World Cheese Awards in Spain. “It’s so fun to see Americans competing on the world stage. People are taking note.” he added.
During another interview, Choi talked to Nona Lim, vice chair of the SFA board and founder of Oakland, California-based Nona Lim. She said the primary objective of the Show for her is to connect with buyers and try to get more distributors and meet key retailers. “That’s how I judge if the Show is a success.”
“But the community is a big part of it too—to connect with other members, to find out the trends, and keep yourself up to date. Sometimes you even do product research. And there’s also a lot of media here. There are many different objectives to exhibiting at the Fancy Food Show.”
Sara Masoni, co-chair of SFA’s Membership Committee and product development manager at Oregon State University’s Innovation Center echoed those sentiments. “No matter how long you’ve been in business, you’re always learning. You get so much bang for your buck at the Show. The booth spaces are well priced. Members are supportive of each other. It’s a great community,” she said.