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Income Potential forEthnic Crop Production       By Andy Wetherill   Delaware State University  VSU Small Farms Conference...
Income Potential for Ethnicand Specialty CropProduction                      Introduction   “Ethnic crops are crops that a...
Target Marketing andProduct MixTarget marketing          Urban farmers market• Target marketing  and the right  product mi...
Target Marketing• Target Marketing • Is when consumers have different needs –   product should meet specific needs of   co...
Product Mix• Product Mix consist of the 4 Ps  • Product- A product desired by a consumer    or consumer group.  • Price – ...
Development of a nichemarkets for ethnic crops• Why should one consider ethnic  markets?  • 1. Large increases in ethnic p...
Immigrant populations inthe SoutheastSoutheast Ethnic Populations           (US 2000 Census)                              ...
Crop Selection forethnic markets3 sets of information is necessary to develop a niche   markets   1. Quantify the market s...
Callaloo (Amaranthus) StalksCallaloo• This crop    • Caribbean, Latin America- , other      tropical countries    • Green ...
Harvesting Callaloo      Callaloo     Harvesting callaloo      ready for    via the stalk      harvesting
Harvesting Scotch BonnetHot Peppers
Raymond Pepper  production
Raymond and ScotchBonnet Peppers                      Scotch bonnet andScotch bonnet plant   Raymond hot peppers
TomatilloTomatillo Plant   Tomatillo Fruit   Tomatillo   productio   n in                     Tomatillo   Smyrna          ...
Pumpkins ProductionPumpkin Plant           Pumpkin    Young    calabaza(pumpkin)    plants
Mature and immatureCalabaza
Calabaza ( pumpkin squash)These crops were harvest in Delaware- 4 types –Jamaica long, Jamaica round, Puerto Rican andFlor...
Oriental egg plants                Oriental                egg plants                ready for                harvest
Egg Plant production              Different              varieties of              egg plants  Egg plant  crop
Purslane greens
Malabar Spinach
Sweet Potato Plants              Sweet Sweet        potato potato       plants plants
Harvested Sweet PotatoesRed sweet potatoes   White sweet potatoes
Scotch Bonnet andRaymond hot peppers        Samples of        peppers to be        shipped to        potential buyers
Harvested calabaza(pumpkin squash)       Pumpkin varieties at       the storage shed
Growing periods, yieldsand storage requirements                                                Storage                Grow...
Summary• Overall goals  • Introduce non tradition (ethnic)    crops to the region  • Increase minority participation in   ...
Thanks for coming • Any Questions?????? • Contact information   • Delaware State University   • Office Ph. 302-857-6491   ...
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Andy Wetherill - Income Potential for Ethnic Crop Production

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Talk given by A at the 9th Annual Small Farm Family Conference in Danville, Virginia

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Andy Wetherill - Income Potential for Ethnic Crop Production

  1. 1. Income Potential forEthnic Crop Production By Andy Wetherill Delaware State University VSU Small Farms Conference Nov.2.2011
  2. 2. Income Potential for Ethnicand Specialty CropProduction Introduction “Ethnic crops are crops that are popular among large and growing immigrant populations in the United States.”(Dr.. Mangan Coop. Ext, University of Massachusetts) Niche marketing occurs when crops are targeted towards specific small consumer base. Producers are interested in the high values placed on the uniqueness of the crop.
  3. 3. Target Marketing andProduct MixTarget marketing Urban farmers market• Target marketing and the right product mix are factors that increase success in ethnic crop marketing.
  4. 4. Target Marketing• Target Marketing • Is when consumers have different needs – product should meet specific needs of consumers – i.e. they have emotional attachment to foods of their homeland.• ID Target Market • Need to know consumers needs, desires and preference – match preferences with demographic info. Market info. Is required.
  5. 5. Product Mix• Product Mix consist of the 4 Ps • Product- A product desired by a consumer or consumer group. • Price – the right price that gives the most benefit to consumer/seller • Place – the location where purchases can be made by members of the target market. • Promotion – informing the target group where they can get the right product at the right price
  6. 6. Development of a nichemarkets for ethnic crops• Why should one consider ethnic markets? • 1. Large increases in ethnic population in recent years for ethnic crops • 2. Increase competition foreign markets creating new challenges for domestic agriculture prices • 3.Increase in transportation costs makes local producers more competitive at local and regional markets
  7. 7. Immigrant populations inthe SoutheastSoutheast Ethnic Populations (US 2000 Census) Table 1 Asians PuertoStates Chinese Indians Mexicans Ricans West IndiansFlorida 46,368 70,740 363,925 482,027 487,528Georgia 27,446 46,132 275,288 35,352 44,750N. C. 18,984 26,197 246,545 31,117 15,792S. C. 5,967 8,356 52,871 12,211 5,797Alabama 6,337 6,900 44,522 6,322 4,859Total 105,102 158,325 983,151 567029 558,726
  8. 8. Crop Selection forethnic markets3 sets of information is necessary to develop a niche markets 1. Quantify the market size for ethnic segments. Use surveys to identify spending habits and income level 2. Identification and selection of potential specialty crops for production and market place entry. Use survey to ID popular crops across immigrant groups population- conduct demonstration and research to identify crops that have best production/marketing potential 3. Develop strategies to coordinate production of selected crop to exploit the specialty markets final selection of crop to be marketed- identification of distribution channel and marketing outlet availability - proximity of markets to targeted population- product mix
  9. 9. Callaloo (Amaranthus) StalksCallaloo• This crop • Caribbean, Latin America- , other tropical countries • Green leafy vegetable • Good source of protein, fiber, minerals vitamins Description - upright standing annual with broad leaves - Kept at 2-4 feet for production purposes
  10. 10. Harvesting Callaloo Callaloo Harvesting callaloo ready for via the stalk harvesting
  11. 11. Harvesting Scotch BonnetHot Peppers
  12. 12. Raymond Pepper production
  13. 13. Raymond and ScotchBonnet Peppers Scotch bonnet andScotch bonnet plant Raymond hot peppers
  14. 14. TomatilloTomatillo Plant Tomatillo Fruit Tomatillo productio n in Tomatillo Smyrna ready for DE market
  15. 15. Pumpkins ProductionPumpkin Plant Pumpkin Young calabaza(pumpkin) plants
  16. 16. Mature and immatureCalabaza
  17. 17. Calabaza ( pumpkin squash)These crops were harvest in Delaware- 4 types –Jamaica long, Jamaica round, Puerto Rican andFlorida varieties
  18. 18. Oriental egg plants Oriental egg plants ready for harvest
  19. 19. Egg Plant production Different varieties of egg plants Egg plant crop
  20. 20. Purslane greens
  21. 21. Malabar Spinach
  22. 22. Sweet Potato Plants Sweet Sweet potato potato plants plants
  23. 23. Harvested Sweet PotatoesRed sweet potatoes White sweet potatoes
  24. 24. Scotch Bonnet andRaymond hot peppers Samples of peppers to be shipped to potential buyers
  25. 25. Harvested calabaza(pumpkin squash) Pumpkin varieties at the storage shed
  26. 26. Growing periods, yieldsand storage requirements Storage Growing Estimated period period( Yield temp temp RHCrops dys) (lb/ac) ˚F Period ˚F %Callaloo 45 10,307 70 - 95 2 weeks 34 97Scotch Bonnet 84 18000 70 - 90 3 weeks 45 90Oriental Egg Plants 58 12000 65-85 10days 55 95Aji Dulce 84 8500 70 - 90 3 weeks 45 90Caribbean Red 84 8500 70 - 90 3 weeks 45 90Calabaza 110 8,500 70 - 95 3 mths 57 60Tomatillo 70 17860 70 - 90 3 weeks 57 90
  27. 27. Summary• Overall goals • Introduce non tradition (ethnic) crops to the region • Increase minority participation in enterprise diversification • Generate increase income to agricultural producers
  28. 28. Thanks for coming • Any Questions?????? • Contact information • Delaware State University • Office Ph. 302-857-6491 • E-mail-awetherill@desu.edu

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