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. Why Hispanics?. Kentucky’s Hispanic population: 119,138 Census 2000 Currently estimated 100,000+ in Lexington Food preferences: Fresh meats, fish, and vegetables Home cooking

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marketing foods to hispanic consumers in kentucky

Marketing Foods to Hispanic Consumers in Kentucky

Siddhartha Dasgupta

Kelly R. Probst

Tess Caudill

FSMIP

why hispanics
Why Hispanics?
  • Kentucky’s Hispanic population:
    • 119,138Census 2000
    • Currently estimated 100,000+ in Lexington
  • Food preferences:
    • Fresh meats, fish, and vegetables
    • Home cooking
    • Willing to pay premium for food quality
what products did we investigate
What products did we investigate?
  • Live, Whole, and value-added
    • Seafood (Tilapia, prawns, catfish, bass)
    • Goats
    • Chickens
    • Hogs
respondent characteristics n 144
Respondent Characteristics N=144
  • Gender: M 45%; F 47%
  • Country of Origin: Mexico(65%); Honduras(6%); Guatemala (4%); El Salvador (3%); Nicaragua (3%)
  • Age: < 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%
food shopping characteristics
Food Shopping Characteristics
  • Trips/month: 2-3 (38%); 4 (35%); >4 (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%); >20 (8%)
food shopping characteristics7
Food Shopping Characteristics
  • Grocery spending per month:
    • $0-$199 (27%)
    • $200-$299 (29%)
    • $300-$399 (20%)
    • $400-$499 (13%)
    • >$500 (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%)
results seafood at home use
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%); Don’t buy fish (0)
results seafood outlet preference
Results: Seafood outlet preference
  • Supermarket 57%; Farms 30%; Hispanic groceries 18%; Farmers markets 0
results goats
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 (N=28); Juv (N=25)
  • Willing to butcher goat: Y 33%; N 67%
  • How often buy live/yr: 1 (13%), 2 (18%), 3(10%), >=4 (6%), No response (54%)
results chickens
Results: Chickens
  • Preferred chicken product form: Live (26%), whole (57%), breast (44%), don’t 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%)
conclusions
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)
acknowledgements
Acknowledgements

KSU-Ag Marketing

Ask me about other product markets!

FSMIP

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