The Hispanic market as turkey's next frontier

CALIFORNIA - With a population of 43.5 million and $630 billion in annual spending power, the Hispanic market in the United States cannot be ignored, said Ozzie Godinez of Chicago-based Hispanic-focused marketing communications firm The San Jose Group.

As part of the 2005 National Turkey Federation annual convention here, Godinez gave a presentation analyzing Hispanic consumers and, more specifically, the opportunities they may offer the turkey industry.

The U.S. Hispanic market is diverse, made up of a multitude of individual subgroups from different countries and regions each with their own cultural nuances.

There are some common denominators among all Hispanics, however. For example, most tend to have a preference for the Spanish language. Most place a premium on personalized service rather than quick efficiency when they shop, and most focus on family and seeking the best for them — namely, prestige product brands. That surprises a lot of people, Godinez said. But our research has shown again and again that it's true.

Source: MeatingPlace
calendar icon 10 February 2005
clock icon 1 minute read
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