Case Study: Specialty Food Association achieves year-round digital engagement and revenue growth with Balluun

How the Specialty Food Association (SFA) Used Balluun to Create New Value, Revenue, and an Enduring Online Community

The Specialty Food Association (SFA) turned to Balluun after the COVID-19 pandemic forced it to cancel its live Summer Fancy Food Show and it needed a stronger digital alternative for buyers, exhibitors, and members. SFA wanted a platform that would improve product discoverability, support lead generation, and create ongoing engagement beyond a one-time event, and it selected Balluun’s FlashEX solution after evaluating 12 platforms.

Using Balluun, SFA launched Specialty Food LIVE! and later expanded into a year-round digital community with Engage365, rebranded as Fancy Food 24/7. The platform supported over 700 brands and 15,000 products, generating 40,000 connections and 70,000 buyer leads, while helping SFA build a 24/7/365 online community and extend value between physical events.

Specialty Food Association

Leo Squatrito

VP Events & Member Development