『The Fancy Food Show: I Ate the Future of Food. It Got Weird.』のカバーアート

The Fancy Food Show: I Ate the Future of Food. It Got Weird.

The Fancy Food Show: I Ate the Future of Food. It Got Weird.

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Every year, thousands of new food products launch in the United States with one goal: to become the thing you can't stop eating. Some of them solve a real problem. Some of them are cotton candy that tastes like salted butter.George Duran spent two days at the Summer Fancy Food Show at the Javits Center — 2,300 exhibitors, 32,000 people, and a tote bag that ended up heavier than a Costco run. He ate jam with electrolytes in it. He ate oatmeal flavored with garlic and miso. He ate goat cheese that had turned purple. He was handed an entire burrata, for himself, by an Italian man who would not take no for an answer.This is a walk through the show floor with the people actually making this stuff: a candy maker chasing adult nostalgia, a jam guy who'll happily tell you electrolytes are just salt, a founder who made tofu shelf-stable so you can carry it on the subway, and a company using fungi to build a better ham.Not every one of these products needs to exist. But every one of them says something about what we want food to do for us now — be fun, be healthy, be fast, and surprise us. Sometimes all four at once.TakeawaysCotton candy is being reformulated for adults — Morganne Wheeler's Cirrus 9 Candy sells salted butter, lychee, Madagascar vanilla, and New York maple syrup, betting that nostalgia plus a grown-up flavor profile beats plain pink sugar."Electrolytes" is marketing for salt. Jesse Linevsky of Jesse Jams says it out loud: potassium chloride and sodium chloride, that's the whole secret.The Fancy Food Show is trade-only — no public tickets. 2,300 exhibitors, roughly 32,000 people, and buyers from Whole Foods and H-E-B deciding what lands on your shelf next year.Every health buzzword is now stacked on one label. Good Journey Donuts is gluten-free, low sugar, non-GMO, keto, and high fiber — at some point a cookie starts sounding like it's applying for a grant.Savory oatmeal is a real category play. Gamsa Foods is selling sesame-garlic oats built on Korean juk and Chinese congee, and Ruby Saens says the toughest test market — 50-plus shoppers in rural Arkansas — took to it immediately.Olive oil is now a wellness shot. Katerina Mountanos of Kosterina says her customers started doing it before the company made a product for it, and TikTok did the rest.Sampling is the one thing a trade show can't move online. Leanna Salamah of the Specialty Food Association is blunt about it: with food, you have to put it in someone's mouth.Mushrooms are coming for the deli counter. Prime Roots is making turkey, ham, salami, and bacon out of fungi, aimed at flexitarians rather than vegans.Companies and people mentionedMorganne Wheeler — Founder & CEO, Cirrus 9 Candy — https://cirrus9candy.com/Leanna Salamah — SVP, Marketing & Communications, Specialty Food Association — https://www.linkedin.com/in/leanasalamah/ | https://www.specialtyfood.com/fancy-food-shows/summer/Jesse Linevsky — Founder, Jesse Jams — https://jessejams.us/Michelle Adams — show attendee since ~2000Caroline Dai — Founder, TofuGo Snacks — https://www.tofugosnacks.comKristoffer Quiaoit — Co-founder, Good Journey Donuts — https://goodjourneydonuts.com/pages/aboutKaterina Mountanos — Founder, Kosterina — https://www.kosterina.com/Ruby Saens — Gamsa Foods — https://gamsafoods.com/Lucas Prado — Founder & CEO, Beest Snacks — https://www.beestsnacks.com/Ryan — first-time attendeeAlex Coenen — President, LaClare Family Creamery — https://www.laclarefamilycreamery.com/Sashi Kumar & Brittney Lim — Co-founders, Tamarind Heads — https://tamarindheads.com/Stefano — SCP Global Import — https://www.instagram.com/scpglobalimport/Krista Arland — CEO & Founder, Your Grandpa's Old Fashioned — https://www.yourgrandpasoldfashioned.com/Kimberlie Le — Founder, Prime Roots — https://www.primeroots.com/en-usEric — Chief Marketing Officer, WISEcode — https://wisecode.ai/Also referenced: Whole FoodsH-E-BJacob K. Javits Convention CenterEntenmann'sBon AppétitFood & WineCNN
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