You’ll find a taste of Hawai‘i in San Diego next week.
More than a dozen Hawai‘i makers will represent the Aloha State at the 2026 Winter FancyFaire*, a trade show organized by the Specialty Food Association that will be held Jan. 11 to 13.
For Janee Gutierrez, founder of Madres Churros, which offers gluten-free and vegan churros, it’s a return to the company’s roots.
Since she learned last year that the trade show would be in her hometown of San Diego, Gutierrez knew she wanted to participate, she told Aloha State Daily in an email.
“It feels like a full-circle moment for Madres to go back to where were originally started.”
Through the state Department of Business, Economic Development and Tourism’s Hawai‘i Made program, nine companies offering locally made food and drink products will be featured in the Hawai‘i Pavilion. They include Aloha Bites, Da Kine Hawaiian, Hawai‘i ‘Ulu Cooperative, Hawaiian Krunch Co., Hawaiian Soda Co., Island Rayne Gourmet, Kuleana Rum, Maui Fruit Jewels and Noh Foods.
DBEDT, through a partnership with Leeward Community College’s Wahiawā Value-Added Product Development Center (WVAPDC), also will sponsor 10 of the state’s emerging entrepreneurs at the show’s Incubator Village, a dedicated section for new brands.
In addition to Madres Churros, those participants include Galleon Chocolate, uCook Hawai‘i, Daguzan Charcuterie, Maui Cocktail Kits, Okonokai, Piko Provisions, Ohelo’s, Honobono and This Lil Piggy.
“The Winter FancyFaire* is an incredible opportunity to showcase Hawai‘i’s vibrant food culture and entrepreneurial spirit on a global stage,” DBEDT Director James Kunane Tokioka said in a recent announcement. “Through the Hawai‘i Pavilion and Incubator Village, we are proud to support local businesses in reaching new markets and building lasting connections.”
To prepare for the upcoming trade show, Gutierrez says she attended biweekly meetings with WVAPDC’s food scientist to ensure the company was ready. She also created more than 1,000 sample churros and developed information sheets to introduce people to poi.
(ICYMI: Gutierrez was a member of the fifth cohort of Āina to Mākeke, a 12-week program offered through LCC and the WVAPDC that aims to help participants scale up their food businesses).
“At this stage of the business, participating [in the trade show] will help me grow my network and build industry relationships that will be essential for scaling up in the future,” Gutierrez told ASD. “There are incredible opportunities to meet buyers, distributors and Mainland co-packers, which will be a necessary step in expanding our reach when we are ready.”
As for takeaways from the experience, Gutierrez says she hopes to have fun with other Hawai‘i-based businesses.
“Aside from building those relationships, and as simple as it sounds, I want to have moments of pause where I can take it all in and reflect on how far the business has come since last January.”
The WVAPDC opened in 2024 and is a 33,000-square-foot food manufacturing and education hub in Central O‘ahu, operated by LCC in partnership with the state.
WVAPDC Manager Chris Bailey says that Winter FancyFaire* “expands the reach of Hawai‘i makers who are already doing strong work locally.”
“It puts them face-to-face with buyers, distributors and industry partners who can open doors to new markets,” he told ASD in an email. “Beyond generating sales leads, the trade show serves as a real-world testing ground for products, pricing, and brand positioning — insights that help entrepreneurs refine their business strategy and accelerate growth. Through support from the WVPADC, the Food and Product Innovation Network and DBEDT, these early-stage companies can show up prepared to turn interest into real opportunities.”
He hopes that all participating entrepreneurs leave the experience with both confidence and clarity.
“Confidence that their products can compete on a national stage, and clarity about what their next steps should be — whether that’s refining their story, adjusting their product for scale, or pursuing new distribution channels. Most of all, we want them to see themselves not just as local makers, but as viable players in the specialty food industry.”
For the latest news of Hawai‘i, sign up here for our free Daily Edition newsletter.
Stephanie Salmons can be reached at stephanie@alohastatedaily.com.
Dining and Cooking