Marketing Foods to Hispanic Consumers in Kentucky Siddhartha Dasgupta Kelly R. Probst Tess Caudill...
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Transcript of Marketing Foods to Hispanic Consumers in Kentucky Siddhartha Dasgupta Kelly R. Probst Tess Caudill...
Marketing Foods to Hispanic Consumers in Kentucky
Siddhartha DasguptaKelly R. ProbstTess Caudill
FSMIP
Why Hispanics?
Kentucky’s Hispanic population:119,138 Census 2000
Currently estimated 100,000+ in Lexington
Food preferences:Fresh meats, fish, and vegetablesHome cooking Willing to pay premium for food quality
Hispanic Popl’n Conc.: GIS
What products did we investigate?
Live, Whole, and value-addedSeafood (Tilapia, prawns, catfish, bass)GoatsChickensHogs
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
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 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
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
Supermarket 57%; Farms 30%; Hispanic groceries 18%; Farmers markets 0
WTP for a 2 lb live tilapia
7%
28%
13%10%
22%
6% 6%
1% 2% 1% 1%
0%
5%
10%
15%
20%
25%
30%
No
Response
$4.0
0
$4.5
0
$5.0
0
$5.5
0
$6.0
0
$6.5
0
$7.0
0
$7.5
0
$8.0
0
$8.5
0
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: Goats
Prices paid for live adult and juvenile goats
0%
18%
9% 9%
0%
27%
0%
18%
0% 0%
9% 9%9%
0%
27% 27%
9%
18%
0%
9%
0% 0% 0% 0%0%
5%
10%
15%
20%
25%
30%
50 60 70 80 90 100 110 120 130 140 150 More
Adult goats
Juvenile goats
Results: Live Goats Stated WTP
45
%
10
%
9%
5% 6% 6%
3%
12
%
1%
3%
1%
44
%
15
%
10
%
9%
4%
10
%
5%
4%
0%
0%
0%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
$0 orless
$40 $50 $60 $70 $80 $90 $100 $110 $120 $130
Live adult goat
Juvenile goat
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%)
Results: ChickensStated WTP for a 5 lb live chicken
29%
4%6%
17%
9% 10% 9%
3%
11%
1% 1%
0%
5%
10%
15%
20%
25%
30%
35%
No
re
spo
nse
$3
$4
$5
$6
$7
$8
$9
$1
0
$1
1
$1
2
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
KSU-Ag Marketing Ask me about other product
markets!
FSMIP