Nestled in the picturesque, unassuming town of Sun Valley, Idaho—a ski town with a population of just over 1,700—FoodOvation is an industry event like no other. It brings together top foodservice manufacturers and operators in a setting that blends intimate collaboration with the breathtaking beauty of the outdoors. If you’ve never heard of it, you’re not alone. FoodOvation is a hidden gem experience that quietly shapes the future of foodservice, powered by Revelry Group.
Imagine walking into Sun Valley Resort’s charming cottages, where companies like Hershey Foodservice, Tillamook, and Tabasco have tailored their presentations specifically for you. The open floorplans, complete with cozy fireplaces and spacious back patios overlooking the mountains create an atmosphere where creativity and innovation can truly flourish.
Over two days, operators such as Shake Shack, Burger King, IHOP, and Texas Roadhouse rotate between cottages, each meeting designed to spark new menu ideas and culinary breakthroughs. Manufacturers aren’t just pitching products; they’re working side by side with operators to craft the next big menu items, specifically designed with their brands in mind. Hershey Foodservice, for example, met with a Fried Chicken Chain at FoodOvation in 2022. Although dessert wasn’t a priority then, by January 2024, they were ready to introduce a Reese’s shake, which launched this summer. They are now discussing a full conversion to Hershey-branded syrups—a testament to the event’s long-term impact.
But FoodOvation isn’t just about food; it’s about connection. After a day of meetings, attendees head outside to explore the natural beauty of Sun Valley. Whether it’s fly fishing in pristine streams, hiking through mountain trails, or biking across scenic paths, the goal is to get people out of their comfort zones. These outdoor adventures foster an environment where conversations flow naturally, helping build relationships that go beyond business. As Frank Alfaro of BelGioioso Cheese puts it, “This is like getting through the first six sales calls in two days.”
There’s something magical about the mix of business and nature. “I feel like it’s a completely different experience because of the intimacy you get to share with the different suppliers,” says Claire Brandenburg of KFC. “You walk away with ideas, not just brochures.” It’s a sentiment echoed by Joshua Rappaport of Buddy’s Kitchen, who finds FoodOvation “everything that a tradeshow is not: intimate, meaningful, intentional.”
After a day of ideation and outdoor bonding, attendees gather for group dinners in iconic settings like the rustic Trail Creek Cabin. Under the open sky, with a barbecue feast and a crackling fire pit, the lines between business and friendship blur. As Katy Velazquez of Qdoba says, “Nothing was rushed, everything felt smooth and easy, and yet I got incredible face time with 13 new vendors.”
In this timeless setting, FoodOvation stands as a breath of fresh air, where the old-world charm of a mountain town meets cutting-edge menu innovation. It’s more than just an event; it’s a collaborative, immersive experience that helps shape the future of foodservice. Whether you’re savoring a new menu item or casting a fly into the river, FoodOvation is where lasting relationships form and industry-changing ideas are born. It’s not just about what happens during the two days; it’s about the lasting impact those two days have on your business.
For those lucky enough to attend, FoodOvation is an event that leaves a mark—not just on the menus of tomorrow but on the people who create them. As Emra Nation of Oregon Fruit Co. perfectly sums it up, “As far as I am concerned, FoodOvation is the most valuable event in our industry.”
To learn more, visit: revelrygroup.com/foodovation-exchange
