Potential & Promise in Ethnic Markets Bill 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
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Potential & Promise In Ethnic Markets Toronto 2007
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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
* 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;
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
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