Specialty Food Association Co-Chairs Trish Pohanka and Becky Renfro Borbolla briefed SFA members on increasing member benefits, listening to the voice of the SFA community, and improving member services, during last night’s Member Update Meeting.
“We’ve spent the last two years updating our membership policy with the goal of a having a more robust and engaged SFA,” said Renfro Borbolla. “We want to welcome all segments of the industry into our community.”
The new policy enables startups to access SFA benefits at an earlier stage; expands the influence of the SFA community; encourages more buyers and distributors to join; enhances the value of member programs; and implements a more seamless membership admissions process, she explained.
The SFA has also created more opportunities for members to serve on Working Groups to identify issues affecting individual members and the industry at large. Those who are interested in joining a Working Group should contact the Board by emailing theboard@specialtyfood.com.
The Association has also enhanced the procedures for joining the Board and will be reaching out to members next month with more details, Renfro Borbolla said.
Pohanka touched on the financial strength of the SFA, noting that “for the last year, the Board has been engaged in deep conversations to ensure the reserve will be used for member benefits,” she said.
Investments have been made to create PR opportunities for members at the show. SFA has also added staff to membership services and events teams, updated technology, and upgraded financial processes and systems.
The SFA’s new logo and rebranding strategy was also discussed. “We heard from you including one member who said, ‘The brand should be more obvious and clear about what we are, who we serve, and what we do,’” said Renfro Borbolla.
The result is a brand that builds the SFA as an authority for the industry and ensures it remains relevant by attracting quality buyers and the next generation of entrepreneurs.
SFA member Paula Lambert of The Mozzarella Co. congratulated Pohanka, Renfro Borbolla, and Kafarakis on the youthful and fresh look of the new brand, resulting in member applause.
SFA President Phil Kafarakis updated members on the 2019 Fancy Food Shows, saying that it sold out both the Winter and Summer Shows, continuing a three-year streak. “This summer we will increase booth prices $2 per square foot, bringing fees to $37 per square foot,” said Kafarakis. “This is still far less than competitors. Another trade show in the industry charges twice as much as we do.”
The SFA has invested more in serving its members, he said. In addition to growing its membership team by five, it plans to assign a specific consumer specialist to each member company, an enhanced Learning Center, and, beginning Feb. 3, a help desk staffed Monday through Friday during business hours.
Kafarakis also spoke about changes made to the sofi Awards program. “Judging will take place at Rutgers which has a highly regarded food program and will allow us access to showcase our products to new influential audiences and the next generation of leaders,” said Kafarakis. “Moving the process to Rutgers will provide us with independent, third-party credibility, adding to the program’s prestige.”
He also announced the dates of the 2020 Business Summits which will take place in San Francisco on April 14 and in September, and The Basics, in Houston on February 19 and in September.
SFA is also offering new selling opportunities via SFA Pavilion Hubs, noted Kafarakis.
“We’ve forged a partnership with the National Grocers Association and at SIAL Paris that will give members the chance to participate with us and leverage costs they probably wouldn’t be able to afford on their own,” he said.
During the Q&A portion of the meeting, two members asked about emails from a former SFA Board Chairman, about a so-called “SFA Members First” initiative. Co-Chairs Renfro Borbolla and Pohanka explained that the emails are seeking to dissolve the SFA and run it for profit.
“The board does not believe this is in the members’ best interest,” said Renfro Borbolla.
Several members asked how they could help support the SFA because they disagreed with the proposal. The emails are from Daniel Dowe who, following a review of his conduct, was removed from the SFA Board in 2019.
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