HISPANICS POTATO POLL
RECORDS HIGH FLAVOR, FREQUENCY FACTORS

 

East Grand Forks, ND, January 22, 2003 ­ Compared to the typical Anglo-American consumer -- the majority who purchase potatoes once every 2-3 weeks (according to the recently-released Fresh Trends Report) -- Hispanics claim they buy potatoes weekly, and that the #1 criteria for purchase, far outweighing others at 78%, is flavor.

This largely unscientific but highly qualitative survey was conducted over the New Year¹s Holiday at five Hispanic supermarkets in the Los Angeles area as a pilot for the Northern Plains Potato Growers Association (NPPGA) first-ever Hispanic consumer study. More than 300 customers were polled at special sampling stations featuring red potatoes sautéed in chili seasoning. The paper survey forms were reinforced by video footage that captured more spontaneous reactions to the product. While the project reinforced some of the assumptions the Association¹s marketing team had about Hispanic purchasing habits, the study did provide some contradictory information. For example, it had been assumed that Hispanics buy Red potatoes mostly for special-occasion meals, when in fact they indicated (73%) that they were an every-day purchase. Also, it was assumed this group would also mostly feature Reds in specific Mexican dishes, but 86% indicated they use Reds "in all" preparations.

Their preference for bags over bulk purchases (51%) was also surprising. "We had assumed they preferred to hand-select their potatoes" noted Paul Budziszewski, marketing director of the NPPGA. Hispanic marketing expert and personality Martha Montoya, who developed the nationally-syndicated Hispanic cartoon series Los Kitos and helped conduct this study, added these types of "exit" polls capture the personal reaction of a shopping segment that "buys with their eyes". "The children, in particular, responded well to the bright, red color and smaller size of these potatoes", Montoya noted.

The "Red River Papas Rojas" study was part of a total weekend demo that included the sampling, appearance of Los Kitos characters and give-aways, representing the NPPGA¹s focus on this important consumer segment.

U.S. Census Bureau estimates just released this month indicate Hispanics now outnumber Blacks and have become the nation¹s largest minority group. The Hispanic population rose 4.7 percent between April 2000 and July 2001, from 35.3 million to 37 million, more than doubling during the 90s.

"We are committed to studying the behavior of this growing consumer base for us in varying regions around the country. This was just the beginning." Budziszewski said. The NPPGA, founded in 1947, represents over 400 growers and washplants in the #3 combined potato growing regions in the U.S.: Minnesota and North Dakota. Their crop is over 90% Red varieties, with Russets, Golds and Whites representing the remainder.