Production and marketing of vegetables for the ethnic markets in the United States

• Published in: Horticultura brasileira 2008-01, Vol.26 (1), p.6-14
• Main Authors: Mangan, Francis X(University of Massachusetts Dept. Plant, Soil & Insect Sciences), Mendonça, Raquel U de(University of Massachusetts Dept. Plant, Soil & Insect Sciences), Moreira, Maria(University of Massachusetts Dept. Plant, Soil & Insect Sciences), Nunes, Samanta del Vecchio(University of Massachusetts Dept. Plant, Soil & Insect Sciences), Finger, Fernando L(UFV Depto.Fitotecnia), Barros, Zoraia de Jesus(UFV Depto.Fitotecnia), Galvão, Hilton(UFV Depto.Fitotecnia), Almeida, Gustavo C(CeasaMinas Unid. Grande Belo Horizonte Seção Agroqualidade), Silva, Rachel AN(University of Massachusetts Dept. Plant, Soil & Insect Sciences), Anderson, Molly D(Food Systems Integrity)
• Format: Magazinearticle
• Language: English
• Subjects: abóbora; jiló; maxixe; Taioba
• ISSN: 0102-0536; 0102-0536
• DOI: 10.1590/S0102-05362008000100002

Due to the growing number of immigrants in the United States, made up principally of Latinos, Asians and Africans, there has been a growing demand for products that are popular in their countries of origin. In order to meet this demand, there has been a tremendous increase in imports of agricultural products to the United States. Cassava is a good example. Imports of cassava to the US have increased 370% in the last six years. The University of Massachusetts began to evaluate vegetable crops popular among Puerto Ricans and Dominicans in 1996, and in 2002 began to evaluate crops popular among the large and growing Brazilian population in the state and region. This paper summarizes results of research on crops popular with Brazilian immigrants in the US, in addition to the evaluation of the marketing chain and impact of media outlets to promote and sell these crops. Surveys of Brazilian customers in target markets demonstrated that the majority of Brazilian immigrants in the Northeastern United States are from the state of Minas Gerais. Due to this fact, the crops chosen for research in Massachusetts were ones that were popular in this state: jiló, maxixe, taioba, abóbora and okra. In order to successfully introduce these crops into the marketplace it is critical to devote resources to promotion and marketing. In spite of their popularity among Brazilians, these vegetable crops are not normally found in the market so it is necessary to let the community know that they are available and in what locations. The most effective media outlet evaluated in this work to reach Brazilians was the television station Rede Globo International, available in the United States; however, other avenues evaluated to promote this project to Brazilians, such as Brazilian newspapers and radio programs, were also effective and less expensive. The opportunity to export agricultural products to the United States is a growing opportunity for farmers in Brazil. In order to gain access to this market it is important to understand the distribution system used for fresh produce in the United States. Devido ao crescente número de imigrantes nos EUA, composto por latinos, brasileiros, asiáticos e africanos, observou-se um aumento no interesse dessas comunidades em obter produtos que são comuns em seus países de origem. Para atender essa demanda houve um aumento nas importações de produtos étnicos e na produção interna dessas hortaliças. A mandioca é um bom exemplo do interesse em cultivos é