NYApple campaign to target Hispanic population
NYApple campaign to target Hispanic population
The realization by the New York Apple Association that there is an increase in apple consumption by the Hispanic population has spurred a promotional campaign that brings together the association and Pride of New York, a New York state-based program that promotes and supports the sale of agricultural products grown and food products processed within the state.
Peter Gregg, spokesman for the New York Apple Association, said that promotion organizers have met with about 350 independently owned Hispanic retail grocers throughout New York and other areas of the country.
"We have also met with the National Supermarket Association to collaborate on details and gain support for the campaign," said Mr. Gregg. The program will target the Latin market, and we anticipate seeing it grow across the country once it is launched in October.
The promotion includes point-of-sale materials that are written in Spanish for retailers to display. It will also be supported by Spanish-language television commercials that will air on Telemundo, a Spanish network owned by NBC Universal. Plans also include airing the commercials on other television stations across the country, although the initial focus of the campaign will be in the Northeast.
We are also working with Gristedes, Wakefern Food Corp., owners of ShopRite, and other major chains who are expressing an interest in participating in the program, even though their customer profile is only partially Latin, said Mr. Gregg. The Latin market is strong everywhere the population is represented because demographics show that Hispanics tend to buy much more produce than other ethnic groups.
Research has also shown that Hispanics eat higher volumes of fresh produce, and that fruits and vegetables enjoy a thriving market in areas where large numbers of Latinos live and work. Mr. Gregg said that U.S. Apple Association is also pushing the program in Texas and other areas that have larger Hispanic populations.
Apples are not a typical Latin food, as Mexico and South American countries do not produce apples, said Mr. Gregg. Latins find apples new and interesting, and they are particularly drawn to the sweet flavor and versatility. The second-largest export destination for U.S. apples today is Latin America, including the Dominican Republic and Mexico. The strong demand for apples in these areas suggests that Latins who reside in the U.S. also enjoy them.
Peter Gregg, spokesman for the New York Apple Association, said that promotion organizers have met with about 350 independently owned Hispanic retail grocers throughout New York and other areas of the country.
"We have also met with the National Supermarket Association to collaborate on details and gain support for the campaign," said Mr. Gregg. The program will target the Latin market, and we anticipate seeing it grow across the country once it is launched in October.
The promotion includes point-of-sale materials that are written in Spanish for retailers to display. It will also be supported by Spanish-language television commercials that will air on Telemundo, a Spanish network owned by NBC Universal. Plans also include airing the commercials on other television stations across the country, although the initial focus of the campaign will be in the Northeast.
We are also working with Gristedes, Wakefern Food Corp., owners of ShopRite, and other major chains who are expressing an interest in participating in the program, even though their customer profile is only partially Latin, said Mr. Gregg. The Latin market is strong everywhere the population is represented because demographics show that Hispanics tend to buy much more produce than other ethnic groups.
Research has also shown that Hispanics eat higher volumes of fresh produce, and that fruits and vegetables enjoy a thriving market in areas where large numbers of Latinos live and work. Mr. Gregg said that U.S. Apple Association is also pushing the program in Texas and other areas that have larger Hispanic populations.
Apples are not a typical Latin food, as Mexico and South American countries do not produce apples, said Mr. Gregg. Latins find apples new and interesting, and they are particularly drawn to the sweet flavor and versatility. The second-largest export destination for U.S. apples today is Latin America, including the Dominican Republic and Mexico. The strong demand for apples in these areas suggests that Latins who reside in the U.S. also enjoy them.
