California Grown – Targets Hispanic Consumers.

Hispanic grocery shoppers are now seeing advertising and promotions touting “California Grown” products as part of a major education effort to expand the sale of food, fiber and forest products grown in the state. The tagline “Sea un Buen Californiano. Consuma lo de California” appears on retail merchandising materials to reinforce the message and create more public awareness.

The purchasing power of Hispanics grew by more than 160 percent in the decade of the 1990s, according to the U.S. Census Bureau, and forecasters expect that number to double again in the current decade.

Hispanic shoppers spend an average of $117 per week on groceries, compared to $87 a week for the average U.S. shopper, according to the Food Marketing Institute.”Reaching Hispanic consumers is a crucial element of the “California Grown” program. Throughout the state, Hispanics in California represent a large share of the California marketplace,” said Scott Horsfall, Chief Operating Officer of the Buy California Marketing Agreement (BCMA). “So our promotional efforts are
designed to reach this important segment of the population.”

“California Grown,” a joint effort of 26 agricultural industry groups, is aimed not only at increasing sales but also at emphasizing the importance that California agriculture plays in providing jobs and supporting the state’s economy.

According to a recent study commissioned by BCMA, even minor shifts in spending can have major effects on the state economy. If Californians increase purchases of California grown products by just 10% annually – which equates to about $1.63 per week for the average Californian – it would result in 5,565 new jobs throughout the state and nearly $1.38
billion in additional spending due to the increased business activity.

In addition, the added economic activity would generate $188 million in taxes for local and state governments.

The benefits of purchasing more California grown products come not only to farms, but also to other businesses, rural and urban, due to the increased demand for their goods and services, to those who will find jobs, and to local and state government in the form of additional taxes being generated by the economic activity.

“Buying California grown products helps keep shopping dollars in the state, and that helps everyone who lives here,”, commented Horsfall. “It’s a great way to support jobs and the economy while enjoying the benefit of California products – everything from delicious produce to poultry to seafood to forest products.”