This last Monday my business partner (who happens to be my husband) and I attended the Fancy Food Show in San Francisco. This is the first food trade show that I've attended and I had no idea about what I was to embark on.
Let me just set the mood a little more...I did not have a very good sleep the night before and was tired when I woke up. The day was gloomy and really raining and I would of rather of stayed in bed. But I got ready and with business cards in hand we headed into San Francisco to discover this unmarked territory.
In the car I tried my hardest to compose myself and wake myself up more. The rain had subsided by the time we found a place to park and then with a few blocks walk we headed on to the Mascone Center to get our days badges. This show is hugely popular every year in San Francisco as well as New York. I wanted to find out for myself.
Wow, the buildings themselves are so huge and there beyond the escalator I could see the mecca of booths all waiting to be looked at. Or should I say tasted. I'm not sure what I expected but let me tell you there was food everywhere. I know, I know, a food show and food everywhere. I guess the rain hazed my head and I could not forsee the whole picture. It was like a huge Coscto on a good day with company after company sampling yummy food.
The first area we hit is Italy! Our favorite. The look and smells coming from this area are enough to keep me there for sometime. Olive oils, condiments of plenty and anti pasta trays galore, cheese, proscuitto. It was all there to taste, see and smell. The isles were crowded and the noise level a bit over whelming. I'm not one for crowds but somehow I managed to navitage my way through this crowd. A merrid of countries all before us to taste and enjoy!
As I sampled more my mood became better, I guess I needed food. And as I became more wake I was up to chatting with folks behind these food laden booths and find out more. Friendly people that had loads of information to share, all one had to do was ask.
The cheese alone was a destination to behold. And if I was a buyer for a cheese shop or some other larger market, I'm not sure that I could pick just a few. With so much to choose, buyers would certainly have a wonderful advantaged of tasting and then bringing the product to the retailers shelf. What the whole show is about of course.
From chocolate and candies to hot sauce and salad dressing. Asian to India and Canada to Southern cooking. All wrapped up like a big present waiting to be opened.
It is a privilege to be part of this industry.To feed peoples souls and as well as tummies. I was able to get a new understanding and love for what I do.
All these companies looking to have buyers purchase their food and then the buyers bring it to the masses. With that we are able to try new food trends, food favorites as well as authentic foods from around the world. Whether it be me cooking in a clients home, for my family or you going to the store to purchase the list you've prepared for the week, think of all the work that it takes to make this all happen. All the people involved. From growers (farmers) to the companies that create, to the buyers and of course the retailers.
We only got through a little less then a half but no worries. I was sampled out and my brain was over loaded with all the happened. Will I go next year, not sure. But I will certainly give a small thanks every time I purchase my food for either my family or clients and no that I have something small to do with this amazing and very impressive industry.
Food brings people together in more ways then just around the table!
Lynn Samuels