SFA serves as an industry voice for snack foods both by promoting snacking as a fun and wholesome activity and responding to media inquiries. Snack food consumption is highest at times associated with parties and picnics such as New Year's celebrations, Super Bowl Sunday, Fourth of July and Labor Day. SFA works with consumer and trade press, as well as the industry, to incorporate snacks into these celebrations.
SFA serves as a spokesperson for the snack industry by informing the media about consumer snacking trends, snack food sales and by answering a wide array of media inquiries. In addition, the association takes an active role in promoting snacking by providing the media with information on how to include snacks in meals, parties and picnics throughout the year.