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• [email protected]