Wednesday, October 28, 2015

Retail View: When marketing to Hispanics, one size does not fit all

At a recent produce event, Alfonso Cano, a produce executive with the mid-sized Southern California-based Northgate Markets chain, said his firm has to walk a fine line between “being too white for their Mexican customers and too Mexican for their white customers.”

Contacted after the Fresh Produce & Floral Council luncheon at which he spoke as part of a retail panel, Cano clarified the comment as largely being a battle between appealing to first-generation Hispanics and their second- and third-generation children and grandchildren who were born in the United Sates and are as Americanized as their second- and third-generation neighbors of European or Asian descent.

Cano said that in the Southern California market in which Northgate operates and excels, the main Hispanic customers are Mexican and include several generations with the elders being born in Mexico and their offspring products of a California upbringing, for the most part.

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