This document discusses the income potential of ethnic and specialty crop production. It notes that ethnic crops popular among immigrant populations in the US can be profitable niche markets. Targeting specific consumer bases and having the right product mix of crop varieties, price, place of sale, and promotion are important for success. The document provides information on immigrant populations in the Southeast US and gives examples of producing and marketing various ethnic crops like callaloo, peppers, eggplants, and pumpkins. Yield and storage requirements are listed for the crops. The overall goals discussed are to introduce new crops, increase minority participation in agriculture, and generate more income for producers.

1. Income Potential for
Ethnic Crop Production
By Andy Wetherill
Delaware State University
VSU Small Farms Conference
Nov.2.2011

2. 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.

3. Target Marketing and
Product Mix
Target marketing Urban farmers market
• Target marketing
and the right
product mix are
factors that increase
success in ethnic
crop marketing.

4. 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.

5. 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

6. 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

7. Immigrant populations in
the Southeast
Southeast Ethnic Populations (US 2000 Census)
Table 1
Asians Puerto
States Chinese Indians Mexicans 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

8. Crop Selection for
ethnic markets
3 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

9. Callaloo (Amaranthus) Stalks
Callaloo
• 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

10. Harvesting Callaloo
Callaloo Harvesting callaloo
ready for via the stalk
harvesting

11. Harvesting Scotch Bonnet
Hot Peppers

12. Raymond Pepper
production

13. Raymond and Scotch
Bonnet Peppers
Scotch bonnet and
Scotch bonnet plant Raymond hot peppers

14. Tomatillo
Tomatillo Plant Tomatillo Fruit
Tomatillo
productio
n in Tomatillo
Smyrna ready for
DE market

15. Pumpkins Production
Pumpkin Plant Pumpkin
Young
calabaza(pumpkin)
plants

16. Mature and immature
Calabaza

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

18. Oriental egg plants
Oriental
egg plants
ready for
harvest

19. Egg Plant production
Different
varieties of
egg plants
Egg plant
crop

20. Purslane greens

21. Malabar Spinach

22. Sweet Potato Plants
Sweet
Sweet potato
potato plants
plants

23. Harvested Sweet Potatoes
Red sweet potatoes White sweet potatoes

24. Scotch Bonnet and
Raymond hot peppers
Samples of
peppers to be
shipped to
potential buyers

25. Harvested calabaza
(pumpkin squash)
Pumpkin varieties at
the storage shed

26. Growing periods, yields
and storage requirements
Storage
Growing Estimated period
period( Yield temp temp RH
Crops dys) (lb/ac) ˚F Period ˚F %
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

27. Summary
• Overall goals
• Introduce non tradition (ethnic)
crops to the region
• Increase minority participation in
enterprise diversification
• Generate increase income to
agricultural producers

28. Thanks for coming
• Any Questions??????
• Contact information
• Delaware State University
• Office Ph. 302-857-6491
• E-mail-awetherill@desu.edu