# #235 - Winter FancyFaire* Recap with Leana Salamah from SFA, John Lane from Raley's, and Marc Brown from ONOIN

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2026-02-10
- Length: 38m
- Episode: 258
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-02-10-235-winter-fancyfaire-recap-with-leana-salamah-from-sfa-john-lane-from-raleys-an
- Listen: https://share.transistor.fm/s/fbf3fb49

## Summary

Leana Salamah of the Specialty Food Association (SFA), John Lane of Raley's, and Marc Brown of ONOIN recap the Winter FancyFaire 2026 in San Diego. Leana details the show's migration to Southern California and its integration of city activations, while John discusses Raley's 'Get Curious' initiative and emerging trends like 'sense maxing' and 'Protein 2.0'. Marc shares his experience as an emerging brand exhibitor, highlighting immediate buyer interest from retailers like TJ Maxx and Whole Foods and the strategic value of the Startup CPG section.

## Outline

1. Introduction and Show Overview
2. SFA's San Diego Strategy and City Activations
3. Raley's Innovation Strategy and Trend Forecasting
4. Marc Brown's Exhibiting Experience and Buyer Interactions
5. Strategic Takeaways and Future Shows

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Growth, exits & acquisitions](https://hardwarepodcasts.com/topic/growth-exits-and-acquisitions)

## Most relevant to

companies scaling up, early-stage companies, large enterprises

## Mentioned

- Specialty Food Association (company)
- Raley's (company)
- ONOIN (product)
- TJ Maxx (company)
- Whole Foods (company)
- CVS (company)
- Thrive (company)
- UNFI (company)
- Expo (other)
- Startup CPG (other)

## Related episodes from other shows

- [Advice Line with Jeni Britton of Jeni's Splendid Ice Creams (2025)](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-09-advice-line-with-jeni-britton-of-jenis-splendid-ice-creams-2025) (How I Built This)
- [Advice Line with Sarah Kauss of S'well](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-20-advice-line-with-sarah-kauss-of-swell) (How I Built This)
- [Advice Line with Pete Maldonado and Rashid Ali of Chomps](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-02-19-advice-line-with-pete-maldonado-and-rashid-ali-of-chomps) (How I Built This)
- [354 - Beyond the dieline with the incomparable Jake Karls from Mid-Day Squares](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-07-22-354-beyond-the-dieline-with-the-incomparable-jake-karls-from-mid-day-squares) (People of Packaging)
- [Advice Line with Ben Goodwin of Olipop](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-03-advice-line-with-ben-goodwin-of-olipop) (How I Built This)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-02-10-235-winter-fancyfaire-recap-with-leana-salamah-from-sfa-john-lane-from-raleys-an. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to The Startup CPG Podcast.