Members of the Specialty Food Association are the stars of a new series of ads and promotions that highlight the Association’s new brand for the industry, Specialty Food. Craft. Care. Joy.

The ads are part of an integrated marketing campaign that uses advertising, PR, social media, promotion, event marketing, digital, video and others tools. The ads are making their debut this month in Specialty Food Magazine, online and at the Winter Fancy Food Show in San Francisco in conjunction with other communications. The show runs Jan. 19 – 21, 2014, and is owned and produced by the Specialty Food Association.

See the campaign and video at

Those featured include Cindy Callahan, founder of Bellwether Farms, a nurse turned cheesemaker who takes great care in all aspects of her sheep farm, and Chef Michael Antonorsi, president of Chuao Chocolatier, whose uniquely crafted chocolate bars honor his Venezuelan family’s cacao farming heritage.

 “Our campaign brings to life the individual personalities and stories of craft, care and joy behind so many specialty food businesses,” says Ann Daw, president of the Specialty Food Association. “It captures the passion and creativity each member puts into their product and brings to the specialty food community.”

Reuben Canada, founder and chief executive of Canada Enterprises, maker of Jin+Ja, a ginger drink, is also featured in the campaign. A former patent attorney, Canada is the winner of a contest to appear in the campaign that was staged last summer by the Specialty Food Association. His entry was selected from 373 inspiring stories about career changers, family businesses, culinary breakthroughs and more.

Association members featured in the campaign are:

About Specialty Food Association
The Specialty Food Association is a thriving community of food artisans, importers and entrepreneurs who bring craft, care and joy to the distinctive foods they produce. Established in 1952 in New York, the not-for-profit trade association provides its 3,000 members in the U.S. and abroad the tools, knowledge and connections to champion and nurture their companies in an always-evolving marketplace. The Association (formerly the National Association for the Specialty Food Trade, Inc.) owns and produces the Winter and Summer Fancy Food Show, and presents the sofi Awards honoring excellence in specialty food. Learn more at