Andy Wetherill - Income Potential for Ethnic Crop Production
Income Potential forEthnic Crop Production By Andy Wetherill Delaware State University VSU Small Farms Conference Nov.2.2011
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.
Target Marketing andProduct MixTarget marketing Urban farmers market• Target marketing and the right product mix are factors that increase success in ethnic crop marketing.
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.
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
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
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
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
Harvesting Callaloo Callaloo Harvesting callaloo ready for via the stalk harvesting