Marketing Foods to Hispanic Consumers in Kentucky

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Marketing Foods to Hispanic Consumers in Kentucky

• Siddhartha Dasgupta
• Kelly R. Probst
• Tess Caudill

FSMIP
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Why Hispanics?

• Kentuckys Hispanic population
• 119,138 Census 2000
• Currently estimated 100,000 in Lexington
• Food preferences
• Fresh meats, fish, and vegetables
• Home cooking
• Willing to pay premium for food quality

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Hispanic Popln Conc. GIS
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What products did we investigate?

• Live, Whole, and value-added
• Seafood (Tilapia, prawns, catfish, bass)
• Goats
• Chickens
• Hogs

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Respondent Characteristics N144

• Gender M 45 F 47
• Country of Origin Mexico(65) Honduras(6)
  Guatemala (4) El Salvador (3) Nicaragua (3)
• Age lt 30 (41) 31-40 (31) 41-50 (13) 51-60
  (4) 61-65 (0.70)
• Annual HH Income
• Less than 20K 52
• 20K to less than 30K 28
• 30K to less than 40K 10
• 40K to less than 50K 2
• 50K or more 4

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Food Shopping Characteristics

• Trips/month 2-3 (38) 4 (35) gt4 (15)
• Times During week (47) Weekend (39)
• Both during week weekend (3)
• Willingness to buy from a farm
• I would like to travel to a farm (56)
• I would not like to travel to a farm (21)
• I would like to travel but not able to (16)
• Miles willing to travel 0-5 (24) 5-10 (27)
  10-20 (21) gt20 (8)

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Food Shopping Characteristics

• Grocery spending per month
• 0-199 (27)
• 200-299 (29)
• 300-399 (20)
• 400-499 (13)
• gt500 (9)
• Willingness to support farmers delivering food
  Yes (85) No (9)
• Main grocery store Wal Mart (44) Kroger (30)
• Smaller chain (Save-A-Lot) (17) Hispanic
  (10)

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Results Seafood at home use

• Tilapia (Mojarra) 79
• Freshwater Prawns (Camarones de aqua dulce)51
• Bass (Robalo) 31
• Catfish (Bagre) 24
• Product form preference
• Live (17) Whole (79) Fresh fillet (44)
  Frozen fillet (16) Dont buy fish (0)

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Results Seafood outlet preference

• Supermarket 57 Farms 30 Hispanic groceries
  18 Farmers markets 0

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Results Goats

• Product form for home use Live (12),
• Whole Carcass (29), Live or whole (1),
• Other(15), Do not buy goats (4)
• Bought a live goat in KY Y 13 N 79
• Like to buy live goat Y 48 N 52
• Live goat type Adult (N28) Juv (N25)
• Willing to butcher goat Y 33 N 67
• How often buy live/yr 1 (13), 2 (18), 3(10),
  gt4 (6), No response (54)

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Results Goats
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Results Live Goats Stated WTP
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Results Chickens

• Preferred chicken product form Live (26), whole
  (57), breast (44), dont buy chicken (0.7)
• Willingness to buy live chickens Y 52, N 42
• Venue preference for live chickens farm (37),
  Hispanic store (14), farmers markets (11), no
  response (31)
• Popular live chickens yellow hen (38), Cornish
  cross hen (24)

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Results Chickens
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Conclusions

• Hispanic markets are suitable for
• Live and whole meats seafood
• WTP data shows
• Live tilapia (2-2.75/lb)
• Live adult goat (100-120/head)
• Live 5-lb hen (5-10/head)
• 56 will travel to a farm within 5-10 miles for
  seafood, goats, chickens
• 85 support farmers bringing product to Hispanic
  communities (Hispanic CSA)

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Acknowledgements

• KSU-Ag Marketing
• Ask me about other product markets!

FSMIP