Income Potential for Ethnic Crop Production

By Andy WetherillDelaware State University

VSU Small Farms Conference Nov.2.2011

Income Potential for Ethnic and Specialty Crop Production

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 and Product MixTarget marketing• Target marketing and

the right product mix are factors that increase success in ethnic crop marketing.

Urban farmers market

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 niche markets 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

Immigrant populations in the Southeast

Southeast Ethnic Populations (US 2000 Census)

Table 1

States Chinese Asians Indians Mexicans Puerto Ricans West Indians

Florida 46,368 70,740 363,925 482,027 487,528

Georgia 27,446 46,132 275,288 35,352 44,750

N. C. 18,984 26,197 246,545 31,117 15,792

S. C. 5,967 8,356 52,871 12,211 5,797

Alabama 6,337 6,900 44,522 6,322 4,859

Total 105,102 158,325 983,151 567029 558,726

Crop Selection for ethnic 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

• This crop • Caribbean, Latin America- , other tropical

countries• Green leafy vegetable• Good source of protein, fiber, minerals

vitaminsDescription - upright standing annual with broad

leaves- Kept at 2-4 feet for production purposes- High tolerances to diseases- makes it

ideal for beginning farmers- sustainable agriculture

- 6 wks crop

Callaloo (Amaranthus) Stalks

Harvesting Callaloo

Harvesting callaloo via the stalk

Callaloo ready for harvesting

Harvesting Scotch Bonnet Hot Peppers

Raymond Pepper production

Raymond and Scotch Bonnet PeppersScotch bonnet plant

Scotch bonnet and Raymond hot peppers

Tomatillo

Tomatillo Plant Tomatillo Fruit

Tomatillo production in Smyrna DE

Tomatillo ready for market

Pumpkins Production

Pumpkin Plant Pumpkin

Young calabaza(pumpkin) plants

Mature and immature Calabaza

Calabaza ( pumpkin squash)These crops were harvest in Delaware- 4 types – Jamaica long, Jamaica round, Puerto Rican and Florida varieties

Oriental egg plants

Oriental egg plants ready for harvest

Egg Plant production

Egg plant crop

Different varieties of egg plants

Purslane greens

Malabar Spinach

Sweet Potato Plants

Sweet potato plants

Sweet potato plants

Harvested Sweet Potatoes

Red sweet potatoes White sweet potatoes

Scotch Bonnet and Raymond hot peppers

Samples of peppers to be shipped to potential buyers

Harvested calabaza (pumpkin squash)

Pumpkin varieties at the storage shed

Growing periods, yields and storage requirements

  Growing Estimated  Storage

period    

Cropsperiod(

dys)Yield

(lb/ac)temp

˚F Periodtemp

˚FRH

%

Callaloo 45 10,307 70 - 95 2 weeks 34 97

Scotch Bonnet 84 18000 70 - 90 3 weeks 45 90

Oriental Egg Plants 58 12000 65-85 10days 55 95

Aji Dulce 84 8500 70 - 90 3 weeks 45 90

Caribbean Red 84 8500 70 - 90 3 weeks 45 90

Calabaza 110 8,500 70 - 95 3 mths 57 60

Tomatillo 70 17860 70 - 90 3 weeks 57 90

Summary

• Overall goals• Introduce non tradition (ethnic) crops

to the region• Increase minority participation in

enterprise diversification • Generate increase income to

agricultural producers

Thanks for coming

• Any Questions??????

• Contact information• Delaware State University• Office Ph. 302-857-6491• E-mail-awetherill@desu.edu