Fairway Market Names Etelka Cottage Cream the Winner of the 2026 Next Fairway Find

Annual competition, in partnership with Naturally New York, gives emerging food brands a chance to earn a spot on Fairway shelves

Fairway Market announced Etelka Cottage Cream as the winner of the 2026 Next Fairway Find competition, an annual program that gives emerging food and beverage brands the opportunity to pitch their products directly to Fairway leadership and buyers.

Created in partnership with Naturally New York, this year’s competition brought together eight emerging CPG brands to showcase their products and compete for the opportunity to earn a spot on Fairway Market shelves.

Founded by Nicole Vereczkey, Etelka introduces American shoppers to Cottage Cream, a smooth, European-style cousin of cottage cheese inspired by the founders’ Hungarian roots. The product is naturally high in protein, with 18 grams per serving, and features live cultures, a smooth texture and no curds or tang. Etelka Cottage Cream is currently available in Original and Hungarian Vanilla varieties.

“Fairway Market has always been about discovery. Our customers come to us because they know they’ll find something different, delicious and something they may not find everywhere else,” said Charlie Moore, Merchandising Director for Fairway. “The Next Fairway Find lets us take that idea one step further by identifying emerging brands and giving them an opportunity to connect directly with our customers. Etelka is exactly the kind of discovery we’re excited to bring to Fairway.”

The competition was developed with Naturally New York, tapping into its community of emerging food and beverage brands to identify top finalists. The 2026 finalists included Ample Hydration, Bagelverse, BELLYCIOUS, Etelka, Gritzy, KALA Italian Food, Mucha Macha and SVRY Nutrition.

“There are incredible products being created right here in New York and beyond, and we want Fairway to be the place where our customers discover them first,” said Moore. “It’s that spirit of discovery that makes Fairway such a unique shopping destination.”

The Next Fairway Find is part of Fairway Market’s ongoing commitment to food discovery and connecting innovative brands with Fairway merchants and New York shoppers. Through the program, emerging brands have the opportunity to share their stories, introduce their products to experienced food retailers and ultimately reach Fairway customers.

About Fairway Market
Fairway Market, a registered trademark of Wakefern Food Corp., a retailer-owned cooperative based in Keasbey, NJ, and the largest supermarket cooperative in the United States, offers a unique food experience and high-quality foods in Manhattan. For more information, please visit www.FairwayMarket.com.