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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?. 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

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  1. Marketing Foods to Hispanic Consumers in Kentucky Siddhartha Dasgupta Kelly R. Probst Tess Caudill FSMIP

  2. 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

  3. Hispanic Popl’n Conc.: GIS

  4. What products did we investigate? • Live, Whole, and value-added • Seafood (Tilapia, prawns, catfish, bass) • Goats • Chickens • Hogs

  5. 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%

  6. 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%)

  7. 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%)

  8. 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)

  9. Results: Seafood outlet preference • Supermarket 57%; Farms 30%; Hispanic groceries 18%; Farmers markets 0

  10. 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%)

  11. Results: Goats

  12. Results: Live Goats Stated WTP

  13. 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%)

  14. Results: Chickens

  15. 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)

  16. Acknowledgements KSU-Ag Marketing Ask me about other product markets! FSMIP

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