La Cocina launched the annual Street Food Festival, held in the streets of the Mission District surrounding its headquarters, in 2009, a showcase for the business incubator's low income food entrepreneurs as well as other independent artisans of the edible. It steadily grew into a phenomenon that has drawn approximately 80,000 people over two days.
The new partnership includes what Noise Pop general manager Dawson Ludwig calls a "strong musical element," with a slate of live performers to be announced at a future date.
"We've watched La Cocina grow the San Francisco Street Food Festival into one of the most authentic and unique event experiences in the Bay Area, so it's exciting for us to help them take it to the next level," he said.
"They get San Francisco, they understand the value of La Cocina and we're excited to produce an event that will continue to be the kind of food festival that you actually want to go to," said Caleb Zigas, executive director of La Cocina, of the Noise Pop alliance.
The event's move from its traditional home is a coup for the Dogpatch, a neighborhood that has seen a boom of new indie food businesses over the past year, including standouts like Long Bridge Pizza Company, TheLab and Neighbor Bakehouse.