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The booming market for Hispanic cheeses: A national market |
W. PARKER, Consultant, 2210 Scenic Ridge Dr., Chino Hills, CA 91709 The 2000 Census confirmed what many had sensed during the late 1990s: the Hispanic consumer has emerged as a significant national market segment. United by the common use of the Spanish language, this population segment is growing rapidly across the nation. Driven by political and economic forces, there has been movement to all parts of the nation. In fact some of the fastest growing states in the 2000 Census were Arkansas and North Carolina. The National Market for Hispanic cheeses is also growing rapidly as the Hispanic consumer holding on to their cultural values and eating preferences from their native country. This cultural loyalty to country of origin can be maintained across several generations due to closeness of family and the almost exclusive use of Spanish in the home. The use of Cheese, or Queso with the Hispanic consumer segment varies by country of origin, but the cuisine that utilizes the most Queso is that of Mexico. The 2000 Census recorded that of the 35.3 Million Hispanics in the country, 66% were from Mexico, and that 59% had been a resident for over ten years. Moreover, one third of all Hispanics are under 18 years of age and 38% of Hispanics from Mexico are under 18. This market segment is poised for future family formation and even greater growth. As the market grows for Hispanic cheeses it is critical to look to the culture and cuisine of the country of origin to maintain authenticity. The Hispanic consumer is looking for products that allow preparation of dishes in traditional ways and require Quesos that perform in the same way. It is certain that the product that consistently meets the needs of this consumer will literally become a member of the family. The cornerstones of Hispanic culture, Religion, Family and Country combine to create intense loyalty to products that meet the unique needs for authentic dishes used for traditional holidays or family events. All these trends have created a true national market for authentic Quesos y Cremas.
Session 2, Hispanic-style dairy foods: The quest for queso
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