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Potential & Promise in
Ethnic MarketsBill Sciarappa PhD
Agricultural Agent Rutgers University
This project was supported by the National Research Initiative of the Cooperative State Research, Education and Extension Service, USDA, Award # 2005-35618-15735
Rutgers Research & Education CentersUniversity of Massachusetts Rutgers Agricultural
Economics & Marketing
University of Florida
Ramu Govindasamy, Venkat Puduri, Richard Van Vranken, Albert Ayeni, Kim Pappas, James E. Simon, Frank Mangan, Mary Lamberts, & Gene McAvoy
POTENTIAL OPPORTUNITIES POTENTIAL OPPORTUNITIES IN NORTH AMERICAIN NORTH AMERICA
A.A. AsianAsian
B.B. Hispanic Hispanic
C.C. CaribbeanCaribbean
D.D. RussianRussian
E.E. EuropeanEuropean
Promising Markets
ETHNIC CROP OVERVIEW ETHNIC CROP OVERVIEW Rick VanVranken Rick VanVranken
Rutgers Agricultural AgentRutgers Agricultural Agent
Canadian Immigration Canadian Immigration 100 Years 100 Years
Canadian Growth CentersCanadian Growth Centers
Origin of Canadian ImmigrantsOrigin of Canadian Immigrants
Origin of Immigrants to Canada 1956-1997
0
50,000
100,000
150,000
200,000
250,000
300,000
Year
Tota
l Im
mig
rant
s
Oceania
Africa
South America
CARIBBEAN
EUROPE
ASIA
USA
cc
Immigration in CanadaImmigration in Canada
Population Age StructurePopulation Age Structure
Canada Population ProjectionCanada Population Projection
Chinese
Asian
Indian Mexican Puerto
Rican
Maine 2,034 1,021 2,756 2,275
New Hampshire 4,074 3,873 4,590 6,215
Vermont 1,330 858 1,174 1,374
Massachusetts 84,392 43,801 22,288 199,207
Rhode Island 4,974 2,942 5,881 25,422
Connecticut 19,172 23,662 23,484 194,443
New York 424,774 251,724 260,889 1,050,293
New Jersey 100,355 169,180 102,929 366,788
Pennsylvania 50,650 57,241 55,178 228,557
Delaware 4,128 5,280 12,986 14,005
Maryland 49,400 49,909 39,900 25,570
District of Columbia 3,734 2,845 5,098 2,328
Virginia 36,966 48,815 73,979 41,131
North Carolina 18,984 26,197 246,545 31,117
South Carolina 5,967 8,356 52,871 12,211
Georgia 27,446 46,132 275,288 35,532
Florida 46,368 70,740 363,925 482,027
TOTAL 884,748
812,576
1,549,761
2,718,495
Potential Market =Coastal Ethnic Populations
0
50
100
150
200
250
2000 2010 2020 2030 2040 2050Year
Po
pu
lati
on
(M
)
Black AsianAll other races Hispanic (of any race)White alone (not Hispanic)
U.S. Population Growth Ratesby Race and Hispanic Origin
6%
19%
13%
20%
1%0%
5%
10%
15%
20%
25%
2000 to 2001 2000 to 2002 2000 to 2003 2000 to 2004 2000 to 2005
Year Comparison
Cu
mu
lati
ve
Gro
wth
Black AsianAll other races Hispanic (of any race)White alone (not Hispanic)
US Growth Rates
US Population Projections
POTENTIAL AMERICAN DEMOGRAPHICS
Total East Coast Ethnic PopulationsSource: US Census 2000
NY
NY
NY
NJNY
NJ
PA MA CT
NC GA FL
FL
0 500 1000 1500 2000 2500 3000
Chinese 884748 48%
Asian Indian812576 106%
Mexican 1549761 53%
Puerto Rican2718495 25%
Ethnic Group, Total Size & % Growth
1990 to 2000
Population X 1000
NY
NJ
PA
DE
MD
DC
ME
NH
VT
MA
RI
CT
VA
NC
SC
GA
FL
Figure 1a.
Total East Coast Ethnic PopulationsSource: US Census 2000
NY
NY
NY
NJNY
NJ
PA MA CT
NC GA FL
FL
0 500 1000 1500 2000 2500 3000
Chinese 884748 48%
Asian Indian812576 106%
Mexican 1549761 53%
Puerto Rican2718495 25%
Ethnic Group, Total Size & % Growth
1990 to 2000
Population X 1000
NY
NJ
PA
DE
MD
DC
ME
NH
VT
MA
RI
CT
VA
NC
SC
GA
FL
Figure 1a.
Where’s the Market?Where’s the Market?
CILANTROCILANTROCrop ResearchCrop ResearchCrop BudgetCrop BudgetMarket AnalysisMarket AnalysisMarket ConnectionMarket ConnectionMarketing IssuesMarketing Issues
Mapping; Identifying Market Mapping; Identifying Market OpportunitiesOpportunities
Developed by the Food Policy Institute, Source: U.S. Census 2000
Ethnic Group PopulationPuerto Rican 16,543Dominican Republic 11,321Mexican 6,189Peruvian 5,104Colombian 5,101Jamaican 3,486Asian Indian 2,076Arab/Arabic 1,611Filipino 1,343Syrian 973
#1 - Locate a Farm Market or OutletPatterson Farm Market449 East Railway AvenuePaterson, NJ 07503
#3 - Quantify Local Ethnic Markets: Top 10 Ethnic Populations within 2 Miles
#2 - Identify Ethnic Populations in Close Proximity
East Coast Ethnic Consumer SurveyEast Coast Ethnic Consumer Survey
Four Ethnic Groups Asian
Chinese Indian
Hispanic Mexican Puerto Rican
Span of Research 16 East Coast Bordering States + Washington D.C.
Sample size(s) statistically determined 90% Confidence Interval w/ 5% Margin of Error
Sample size requirements via stratified sampling method By state (16 +DC) By ethnic group
Assess Ethnic Produce DemandDevelop ethnic consumer surveyDeliver by phone via outsourced telemarketing firm
EAST COAST CONSUMER SURVEY EAST COAST CONSUMER SURVEY 1,084 Participants1,084 Participants
More willing Indifferent Less willing Unsure
Chinese 68% 17% 8% 8%
Indian 59% 26% 8% 6%
Mexican 77% 13% 7% 2%
Puerto Rican 78% 12% 6% 4%
Total 71% 17% 7% 5%
More willing Indifferent Less willing Unsure
Chinese 65% 15% 9% 11%
Indian 55% 31% 9% 5%
Mexican 80% 13% 4% 3%
Puerto Rican 77% 13% 9% 2%
Total 69% 18% 8% 5%
Willing to buy ethnic produce in ethnic store.
Willing to buy ethnic produce grown on local farm.
More willing Indifferent Less willing Unsure
Chinese 48% 27% 12% 12%
Indian 46% 28% 21% 6%
Mexican 56% 27% 12% 6%
Puerto Rican 55% 23% 18% 4%
Total 51% 26% 16% 7%
More willing Indifferent Less willing Unsure
Chinese 18% 23% 41% 18%
Indian 10% 31% 48% 11%
Mexican 11% 22% 56% 11%
Puerto Rican 12% 18% 63% 7%
Total 13% 23% 52% 12%
EAST COAST CONSUMER SURVEY EAST COAST CONSUMER SURVEY 1,084 Participants1,084 Participants
Willing to buy organically grown produce
Willing to buy genetically modified produce
East Coast Ethnic Produce Study:Indian, Chinese, Mexican & Puerto Rican Consumers’
Produce Purchase Patterns; Frequency, Expenditures, & Access*
Accessibility to Grocery Store/Market: (Distance)Accessibility to Grocery Store/Market: (Distance)>70% respondents w/in 10 miles; >80% w/in 20 miles>70% respondents w/in 10 miles; >80% w/in 20 miles
Purchase Frequency, Expenditure & Total Market Size
7.54.3 4.3 4.7
$29
$23$23
$32
0
5
10
15
20
25
30
35
Chinese Indian Mexican Puerto Rican
Visits/Mnth
Exp/Visit
$270 Mil $210 Mil $321 Mil $592 Mil
Percent Population in Categories where Average Annual Expenditures Exceed National Average*Compared to
Corresponding Percent of Survey Sample Respondents in Similar Categories
Source: Consumer Expenditure Survey, 2005; Bureau of Labor Statistics, United States Department of Commerce
National Data: Average Annual Consumer Expenditures by Size of Consumer Unit
5+ people$551
4 people$499
1 person$191
39% of consumers
in categories where average
spending is >$357
3 people$419
2 people$355
Survey Sample: Respondents by Household Size (Chinese, Asian Indian, Mexican, & Puerto Rican)
Less thanthree people
75% of respondents
are from households having three
or more people
Consumer Expenditures and Household Size
* Source: Consumer Expenditure Survey, 2005; Bureau of Labor Statistics, US Dept of Commerce
Comparison: National Data* vs. Survey Sample
$596
$1,854
$1,300
$357
$0
$500
$1,000
$1,500
$2,000
Asian Chinese Asian IndianEthnic Group or Sub-group
Avg
An
nu
al E
xpen
dit
ure
National Data
Survey Sample
Nat'l Avg (All)
* Source: Consumer Expenditure Survey, 2005; Bureau of Labor Statistics, US Dept of Commerce
Comparison: National Data* vs. Survey Sample
$429
$1,306$1,473
$357
$0
$500
$1,000
$1,500
$2,000
Hispanic Mexican Puerto RicanEthnic Group or Sub-group
Avg
An
nu
al E
xp
end
itu
re
National Data
Survey Sample
Nat'l Avg (All)
Fresh Ethnic Produce Expenditures
Asian Consumers
Hispanic Consumers
Marketing Comes First Planning Marketing Comes First Planning for Changing Marketsfor Changing Markets
Do Your Homework
Find Your Market
Start Small
Work With University
Market DifferentiationMarket DifferentiationWholesale versus RetailWholesale versus Retail
The MarketplaceThe MarketplaceDistributing your ethnic productDistributing your ethnic product
Farmgate – Farmstand, PYO, CSAFarmgate – Farmstand, PYO, CSA Roadside Stands & Retail outlets off-farmRoadside Stands & Retail outlets off-farm Ethnic Grocery StoresEthnic Grocery Stores Farmer’s MarketsFarmer’s Markets RestaurantsRestaurants Specialty Produce StoresSpecialty Produce Stores Box StoresBox Stores Wholesale AuctionsWholesale Auctions
Places to Buy
Ethnicity
Chinese Asian Indian Mexican Puerto Rican
Frequency(Percent)
Frequency(Percent)
Frequency(Percent)
Frequency(Percent)
Typical American grocery store
45(17%)
154(57%)
225(83%)
187(69%)
Ethnic grocery stores
235(87%)
228(84%)
120(44%)
160(59%)
Community farmers market
5(2%)
38(14%)
62(23%)
64(24%)
On-farm markets or roadside stand
4(1%)
22(8%)
49(18%)
31(11%)
Total*289
(107%)442
(163%)456
(168%)442
(163%)
* Total number of responses by 271 respondents per ethnic group; percent is relative to 271 respondents
Ethnic Food Markets
Influence of AdvertisingInfluence of Advertising
Advertisement Type
Ethnicity
Chinese Asian Indian Mexican Puerto Rican
FrequencyPercent
FrequencyPercent
FrequencyPercent
FrequencyPercent
Out-of Store Ads79
(29%)50
(18%)149
(55%)154
(57%)
Visible-from Road Ads15
(6%)29
(11%)112
(41%)94
(35%)
On-Site or In-Store Ads56
(21%)103
(38%)192
(71%)155
(57%)
Point-of -Purchase Ads16
(6%)65
(24%)129
(48%)122
(45%)
None141
(52%)82
(30%)27
(10%)25
(9%)
Total*307
(113%)329
(121%)609
(225%)550
(203%)
* Total number of responses by 271 respondents per ethnic group; percent is relative to 271 respondents
Mexican Ethnic Produce RankingMexican Ethnic Produce RankingAverage Expenditure in $Average Expenditure in $
2.76
1.73
1.49
1.28
1.28
1.24
0.92
0.83
0.24
0.1
0 0.5 1 1.5 2 2.5 3
Chili J alapeno
Tomatillo
Calabaza
Chili Poblano
Calabacita
Cilantro
Chili Serrano
Anaheim Pepper
Chili Habanaro
Tutuma
Puerto Rican Ethnic Produce RankingPuerto Rican Ethnic Produce RankingAverage Expenditure in $Average Expenditure in $
1. 7 4
1. 5 8
1. 6 8
0 . 9 6
0 . 6 3
0 . 7
0 . 5 6
0 . 5 1
0 . 4 3
0 . 1
0 0 . 2 0 . 4 0 . 6 0 . 8 1 1. 2 1. 4 1. 6 1. 8 2
B at at a
A ji Dulce
C ilan t r o
C alabaza
Fava B ean s
P epin illo
C hili C ar ibe
B er en jen a
C alabacit a
Ver dolaga
Ethnic Produce Ranking ExampleEthnic Produce Ranking ExampleAverage Weekly Expenditure in $Average Weekly Expenditure in $
$2.26
$1.77
$1.60
$1.28
$1.29
$1.04
$1.10
$0.79
$0.71
$0.22
$0.20
$0.19
$0.00 $0.50 $1.00 $1.50 $2.00 $2.50
Average Expenditure
Baby Pak Choy
Pak Choy
Oriental Eggplant
Oriental Spinach
Snow Peas
Napa Cabbage
Luffa
Edamame
Oriental Mustard
Basil Unit
Malabar Spinach
Perilla
Figure 1: Chinese Produce Ranking based on Average Expenditure ($)
Tutuma Squash
Verdolaga (Purslane)
Malabar Spinach
Perilla
Basil
Chile Caribe (Yellow Pepper)
Amaranth
Anaheim Pepper
White Pumpkin
Fava Beans
Chili Serrano
Mint Leaves
Edamame
Chili Poblano
Ridge Gourd/Luffa
Cluster Beans
Smooth Luffa
Snow Peas
Ají Dulce Sweet Pepper
Bottle Gourd
Fenugreek Leaves
Tomatillo
Spinach
Sweet potato
Zuchinni
Mustard
Baby Pak Choy
Calabaza
Napa Cabbage
Chili Jalapeno
Pak Choy
Pepinillo/Bitter Melon
Cilantro
Eggplant
PUERTO RICAN
MEXICAN
CHINESE
INDIAN
Figure 2.
Asian Indian Produce Preferences
0 50 100 150 200 250 300 350 400 450
Eggplant
Bitter Gourd
Fenugreek Leaves
Bott le Gourd
Cluster Beans
Mustard Leaves
Ridge Gourd/ Luff a
M int Leaves
White P umpkin
Amaranth
Relative Quantity Purchased per Household
Chinese Produce Preferences
Pak Choy
Napa Cabbage
Baby Pak Choy
Oriental Eggplant
Oriental Spinach
Snow Peas
Smooth Luff a
Oriental Mustard
Edamame
Basil
Perilla
Malabar Spinach
Relative Quantity Purchased per Household
Mexican Produce Preferences
Chili J alapeno
Tomatillo
Cilantro
Calabaza
Calabacita
Chili Poblano
Chili Serrano
Anaheim Pepper
Chili Habanaro
Tatuma
Relative Quantity Purchased per Household
Puerto Rican Produce Preferences
Sweetpotato
Cilantro
Ají Dulce (Sweet Pepper)
Calabaza
Bitter Melon
Fava Beans
Eggplant
Zuchinni
Chile Caribe (Yellow Pepper)
Verdolaga
Relative Quantity Purchased per Household
Tutuma Squash
Verdolaga (Purslane)
Malabar Spinach
Perilla
Basil
Chile Caribe (Yellow Pepper)
Amaranth
Anaheim Pepper
White Pumpkin
Fava Beans
Chili Serrano
Mint Leaves
Edamame
Chili Poblano
Ridge Gourd/Luffa
Cluster Beans
Smooth Luffa
Snow Peas
Ají Dulce Sweet Pepper
Bottle Gourd
Fenugreek Leaves
Tomatillo
Spinach
Sweet potato
Zuchinni
Mustard
Baby Pak Choy
Calabaza
Napa Cabbage
Chili Jalapeno
Pak Choy
Pepinillo/Bitter Melon
Cilantro
Eggplant
PUERTO RICAN
MEXICAN
CHINESE
INDIAN
Figure 2.
Asian Indian Produce Preferences
0 50 100 150 200 250 300 350 400 450
Eggplant
Bitter Gourd
Fenugreek Leaves
Bott le Gourd
Cluster Beans
Mustard Leaves
Ridge Gourd/ Luff a
M int Leaves
White P umpkin
Amaranth
Relative Quantity Purchased per Household
Chinese Produce Preferences
Pak Choy
Napa Cabbage
Baby Pak Choy
Oriental Eggplant
Oriental Spinach
Snow Peas
Smooth Luff a
Oriental Mustard
Edamame
Basil
Perilla
Malabar Spinach
Relative Quantity Purchased per Household
Mexican Produce Preferences
Chili J alapeno
Tomatillo
Cilantro
Calabaza
Calabacita
Chili Poblano
Chili Serrano
Anaheim Pepper
Chili Habanaro
Tatuma
Relative Quantity Purchased per Household
Puerto Rican Produce Preferences
Sweetpotato
Cilantro
Ají Dulce (Sweet Pepper)
Calabaza
Bitter Melon
Fava Beans
Eggplant
Zuchinni
Chile Caribe (Yellow Pepper)
Verdolaga
Relative Quantity Purchased per Household
Weekly Purchases of Ethnic Produce by Ethnic Consumer Groups on the East Coast
Ethnic Produce Project; Crop Selection ProcessEthnic Produce Project; Crop Selection Process
Identify Ethnic Identify Ethnic Crops of Crops of InterestInterest
Generate Plot Plans; Maximize Research PotentialGenerate Plot Plans; Maximize Research PotentialConsider logistical concerns such as;Consider logistical concerns such as; * budget constraints * irrigation * seed availability* budget constraints * irrigation * seed availability * cross-contamination * plot space *supplies (plastic mulch, trellis)* cross-contamination * plot space *supplies (plastic mulch, trellis)
Re-visit Research Candidates Re-visit Research Candidates Examine survey demand rankExamine survey demand rankRe-evaluate Survey Rank Re-evaluate Survey Rank Consider production research potentialConsider production research potentialConsolidate/Maximize Consolidate/Maximize Remove/replace duplicates, improve varietyRemove/replace duplicates, improve varietyRe-prioritize Crops for Production Re-prioritize Crops for Production Select top 7 per ethnicitySelect top 7 per ethnicity
Rank Crops (2x); Production Potential & Survey DemandRank Crops (2x); Production Potential & Survey Demand Asian Indian (#1-10) Mexican (#1-10)Asian Indian (#1-10) Mexican (#1-10) Chinese (#1-12) Puerto Rican (#1-10)Chinese (#1-12) Puerto Rican (#1-10)
Conduct Process of Elimination; Conduct Process of Elimination; Identify Research Crop CandidatesIdentify Research Crop CandidatesConvene Panel of Experts to reduce list by Convene Panel of Experts to reduce list by ~50% due to existing production barriers;~50% due to existing production barriers;
ClimateClimateGrowth cycle Growth cycle Seed availability/regulationSeed availability/regulationCompetition/Commodity natureCompetition/Commodity nature
Create Initial Crop ListCreate Initial Crop ListCommon ethnic crops in local Common ethnic crops in local marketplacemarketplace
Alumni
Assess Supply Assess Supply & Demand& Demand
Develop Develop Production Plot Production Plot
PlansPlans
Prioritize Prioritize Production Production
ResearchResearch
x 2 Years
Agribusiness ProductsAgribusiness ProductsChineseChinese::
Baby Pak ChoyBaby Pak Choy
Pak ChoyPak Choy
Oriental EggplantOriental Eggplant
Oriental SpinachOriental Spinach
Snow PeasSnow Peas
Napa CabbageNapa Cabbage
LuffaLuffa
Mexican:Mexican:Chili JalapenoChili Jalapeno
TomatilloTomatillo
Chili PablanoChili Pablano
CalabacitaCalabacita
Chili SerranoChili Serrano
Anaheim PepperAnaheim Pepper
TutumaTutuma
Indian:Indian:Eggplant (Pushpa)Eggplant (Pushpa)
Fenugreek LeavesFenugreek Leaves
Cluster BeansCluster Beans
Bottle GourdBottle Gourd
Ridged GourdRidged Gourd
Mint LeavesMint Leaves
Eggplant (Bharta)Eggplant (Bharta)
Puerto Rican:Puerto Rican:BatataBatata
Aji DulceAji Dulce
CilantroCilantro
CalabazaCalabaza
Chili CaribeChili Caribe
PepinilloPepinillo
BerenjenaBerenjena
Fresh or Frozen SoyfoodsFresh or Frozen SoyfoodsRaw or Lightly CookedRaw or Lightly CookedHigh in SugarHigh in Sugar30-40% Protein30-40% ProteinRich in Vitamins - MineralsRich in Vitamins - MineralsAvoids Saturated FatsAvoids Saturated FatsAvoids CholesterolAvoids CholesterolSubstitutes - Animal Substitutes - Animal
ProteinProteinMore DigestableMore Digestable
Marketing Nutrition Marketing Nutrition Vegetable SoybeansVegetable Soybeans - -
EdamameEdamame SELLING POINTS
Marketing HealthMarketing HealthAsian Cabbages & GreensAsian Cabbages & Greens
Going MainstreamProvide Recipes
Marketing to RestaurantsMarketing to Restaurants
RU Research FarmRU Research Farm - - Chef’s DayChef’s Day
Marketing TasteMarketing Taste Not Just Parmigiana Anymore Not Just Parmigiana Anymore
JapaneseJapanese ChineseChinese IndianIndian JamaicanJamaican Puerto RicanPuerto Rican ItalianItalian African African FrenchFrench RussianRussian
AnaheimAnaheim ChiliChili CayenneCayenne TabascoTabasco JalapenoJalapeno HabaneroHabanero
Scoville Heat Scale Habaneros 50,000 – 500,000
Promising Hispanic Promising Hispanic PeppersPeppers
Aji Dulce – Pepper
Capsicum chinense
Promising Hispanic PeppersPromising Hispanic Peppers
Purple TomatilloPurple Tomatillo
Pineapple TomatilloPineapple Tomatillo
Tomatillo – Husk TomatoTomatillo – Husk Tomato
CiscinerosCiscineros
BatataBatata = Puerto Rican Sweet = Puerto Rican Sweet
PotatoPotato
RAREC Research PlotsRAREC Research Plots
Ethnic CucurbitsEthnic Cucurbits
Bitter GourdBitter Gourd
Evaluating Ethnic MelonsEvaluating Ethnic Melons
‘‘El El Dorado’Dorado’
‘‘La La Estrella’Estrella’
Calabaza ProductionCalabaza Production
Semi-bush hybrid Long vine type
Calabaza Trial Marketable YieldCalabaza Trial Marketable Yield
Cultivar
No
Fruit/acre
Wt. Fruit (lbs./acre)
Avg. Fruit (lbs.)
‘El Dorado’ 7,858 44,025 5.60
‘La Estrella’ 4,664 37,688 8.08
Significance * NS
Greenhouse Production
Greenhouse ProductionGreenhouse ProductionNorth AmericaNorth America
Production Area (Hectares)Production Area (Hectares)
CropCrop CanadaCanada USUS MexicoMexico Total NATotal NA
TomatoTomato 482482 350350 790790 1,6221,622
CucumberCucumber 199199 2525 118118 342342
Bell PepperBell Pepper 174174 2020 210210 404404
TOTALTOTAL 855855 395395 11181118 2,3682,368
Greenhouse Vegetable Greenhouse Vegetable CropsCrops
Cucumber
Bell Pepper
Tomato-Vine
Tomato-Beefsteak
Lettuce
Hot Peppers
Sweet Pepper
TomatilloBitter Gourd
Asian Greens
Ethnic Alternative
British ColumbiaBritish Columbia
Take Home Tips for Niche CropsTake Home Tips for Niche CropsFind Your Specific Market & then Grow for It
Know your Market before Planting
Talk to Local Produce People where Sold
Grow the Exact Varieties for targeted Ethnicities
Visit Ethnic Restaurants and Follow Food Chain
Calculate Weekly Planting on Market Need
Deliver Product at right Time & Temperature
Pack Product as the Customer wants it
Develop Good Relations with Buyers/Visit them
Back Track thru City Markets & Wholesalers
Work with University & Government Sources
Work With University
ThanksThanks
Ontario Fruit & Vegetable IndustryOntario Fruit & Vegetable Industry Food Policy Institute – Rutgers UniversityFood Policy Institute – Rutgers University USDA - National Research Initiative GrantUSDA - National Research Initiative Grant
Putting Science and Research to Work for Communities