San Francisco chefs and buyers are heading to the FrieslandCampina Winter Fancy Faire in San Diego for award-winning Dutch cheeses.
San Francisco Taste, San Diego Destination
San Francisco doesn’t travel for food lightly. A city that lives and dies by provenance, restraint, and real flavor doesn’t chase trade shows unless they promise something meaningful. That’s exactly why Bay Area chefs, buyers, wine collectors, and cocktail pros are marking their calendars for the FrieslandCampina Winter Fancy Faire, even though it takes place a few hundred miles south.
From January 11–13, 2026, the Winter Fancy Faire Show lands at the San Diego Convention Center, and FrieslandCampina’s Booth #3011 is shaping up to be one of its most talked-about stops. New cheese launches, World Cheese Championship winners, and a sustainability program with teeth make this more than a tasting. For San Francisco’s food community, it’s a worthwhile pilgrimage.
The FrieslandCampina Winter Fancy Faire Is Worth the Trip
The FrieslandCampina Winter Fancy Faire aligns neatly with how San Francisco approaches food: tradition grounded in discipline, innovation with restraint, and zero tolerance for empty claims.
As the world’s largest Gouda and Dutch cheese producer, FrieslandCampina isn’t there to explain itself—it’s there to be tasted. The company is showcasing new product debuts, gold-winning cheeses from the World Cheese Championship, and its global “Nourishing a Better Planet™” sustainability initiative.
For Bay Area professionals used to asking tough questions about sourcing, aging, and consistency, this booth invites exactly that kind of scrutiny—and holds up.
Cheeses That Speak Fluent San Francisco
Let’s talk about why these products resonate so strongly with a San Francisco palate.
The new Gayo Azul® Chili Pepper Slices deliver whole-milk richness paired with a controlled, thoughtful heat. This isn’t novelty spice. It’s subtle, balanced, and respectful of the cheese itself. Think elevated grilled cheese, restrained burgers, or a late-night sandwich that somehow turns into a debate about technique. Relatable? Uncomfortably so. Flavor-forward and genuinely fun-loving without being loud.
Then there’s A Dutch Masterpiece® Rembrandt 12-Month PDO, a cheese that feels made for Bay Area wine culture. Crafted with North Holland milk, it offers caramel notes, light crystallization, and a savory depth that holds its own next to older Bordeaux, Burgundy, or serious California Cabernet. This is cheese for people who taste slowly—and talk about it afterward.
Alongside these debuts, Parrano® and Royal Hollandia® cheeses round out the portfolio with bold, nutty profiles and classic Dutch Gouda craftsmanship. Together, they form a lineup that would feel at home in a Mission wine bar, a Pacific Heights dinner party, or a serious retail case. Flavor-driven, disciplined, and still fun-loving.
Awards That Matter to a Skeptical Audience
San Francisco respects accolades—but only when they’re earned. The FrieslandCampina Winter Fancy Faire booth features 2024 World Cheese Championship Gold winners across Gayo Azul®, Parrano®, and Royal Hollandia®.
These awards are blind-judged and unforgiving. For chefs, they signal reliability under pressure. For buyers, they mean consistency across batches. For collectors and hosts, they offer confidence without the sales pitch. And yes—saying “it won gold” still carries weight when the cheese backs it up. Relatable? Absolutely.
Sustainability That Passes the Bay Area Test
In San Francisco, sustainability isn’t a bonus—it’s a baseline expectation. FrieslandCampina’s Nourishing a Better Planet™ program addresses nutrition access, farmer livelihoods, climate impact, biodiversity, packaging, and responsible sourcing. It’s global, data-driven, and refreshingly practical.
For a city that values transparency as much as taste, this matters.
Mini FAQ for San Francisco Attendees
Q: Where is the event located?
A: The Winter Fancy Faire Show takes place at the San Diego Convention Center.
Q: Is it worth traveling from San Francisco?
A: Yes—especially for chefs, specialty buyers, and wine or cocktail professionals seeking award-winning products and direct access to brand leadership.
Q: What should I prioritize tasting?
A: Start with the Rembrandt 12-Month PDO, then contrast it with the Gayo Azul® Chili Pepper Slices.
Short Flight for Long-Term Inspiration
The FrieslandCampina Winter Fancy Faire is exactly the kind of event San Francisco food professionals travel for: serious flavor, credible sourcing, and products that earn their place on the table.
If you’re heading south for the show, make Booth #3011 a priority. Taste carefully. Ask smart questions. Then bring the best of it back to the Bay. [Insert Internal Link]
