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these young people are proud of their heritage and want to feel connected to it.” According to Dr. Villalobos Oliver, one of the biggest challenges companies face is how to connect with acculturated Hispanic consumers while maintaining a link to their Latin origins. This is no easy feat, especially in light of the results from a recent study commissioned by Miami, FL-based Garcia Trujillo Holdings LLC, a business services company that offers consulting services to Hispanic-owned and -focused companies. Data from this study revealed that while 57% of participants surveyed believed that US companies valued Hispanic consumers, 42% responded that US companies show little respect for this demographic. With the amount of marketing dollars many large companies — including food manufacturers — have recently devoted to gaining the Hispanic consumers’ confidence, this statistic is a cause for concern, especially when consumer loyalty is at stake. “Hispanics value the relationship between the consumer, the food manufacturer and the retailer,” Mr. Singleton said. “They are among the most loyal customers, especially from a branded point of view. The Hispanic consumer tends to look for nostalgic brands. Once they start buying a brand, especially if it’s a trusted brand that reminds them of home, they will continue to buy it.” According to Ms. Meléndez-Klinger, that brand loyalty comes, in part, from an effective marketing campaign. “Advertising needs to incorporate the concepts of fun and family,” she said. “The term ‘family’ means something different to Hispanics. We are close, even if we are not related. We are loving people. Advertising needs to be homey and cozy, and it needs to touch the heart. Additionally, it’s not just mom and dad and kids smiling on a package. There are a lot of single moms in this population. They are the head of household.” FLAVORFUL AND TRADITIONAL. “A taste of home” is one way to describe what many Hispanic consumers are looking for when they make food purchasing decisions. Authentic flavors, fresh ingredients and foods that are reminiscent of home should be top of mind during research and development sessions. Traditional Hispanic flavors include tropical fruits such as guava, papaya and mango. Other popular flavors include coconut, watermelon, cucumber, mangosteen, açai berry, coffee, chocolate and hibiscus, to name just a few. “One common misconception is that Hispanic foods have to be mouth-burning spicy,” Mr. Singleton said. “But the reality is that Hispanic foods are zesty and flavorful.” To this end, food manufacturers and ingredient suppliers are creating products and flavors that recreate traditional Hispanic flavors. For instance, Cargill Flavor Systems created a Hispanic toolkit that features dry forms of cilantro, chilis, ancho and other flavors

— Mark Singleton, vice-president, sales and marketing, Rudolph Foods

Health and Nutrition

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According to data reported by Oldways, Boston, MA, more than one in six Hispanic high school students is obese, and an additional 17% of young Hispanics are at risk for becoming obese. When adjusted for age, more than 10% of Latinos over the age of 20 have been diagnosed with type 2 diabetes. Heart disease and stroke are leading causes of death for Hispanics, and it is estimated that one in every 236 African-, Hispanic- and Asian-American is gluten-intolerant. Acculturation is often cited as a source for these chronic health issues. These statistics are raising red flags, and educating Hispanics on the benefits of eating healthy is becoming more of a focus. Influential bakers such as Grupo Bimbo, Mexico City, Mexico, are leading this education campaign. Bimbo is working with the Whole Grains Council and Oldways to promote the consumption of whole grains in Central and South America. As part of this effort, the Whole Grain stamp graphic was translated into Spanish and Portuguese, and Bimbo met with regulators and health authorities in these regions to raise awareness about the importance of incorporating whole grains into the Hispanic diet. For its efforts, Bimbo received the Whole Grains Council’s annual Global Award this year for its work in bringing whole grains to Central and South America, as well as China. In support of this educational initiative, Oldways devotes an entire section of its website to Latino nutrition. The section includes the Latino Living newsletter, a food pyramid and basic nutrition and health information geared toward the Hispanic community. All materials are presented in both Spanish and English. In general, food companies have stepped up their efforts to develop products with healthier nutritional profiles. Many are finding ways to reduce the sugar, fat and sodium content in their products without sacrificing that all-important ingredient: flavor. Other companies are expanding their product offerings to include healthier alternatives such as all-natural, gluten-free snacks. When promoting the health aspects and nutritional value of their products, Sylvia Meléndez-Klinger, the founder of Hispanic Food Communications, Chicago, IL, and a member of the Grain Foods Foundation’s Medical Advisory Board, encourages her clients to take advantage of their packaging. “Educate Hispanic consumers through your packaging,” she said. “Don’t just say, ‘Our product has folic acid.’ Elaborate. Highlight the benefits of folic acid. Use a simple message, and tell why it’s good for the consumer. Tell why it’s important.”

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April 2011 / BAKING & SNACK

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If [the data don’t] tell you where the future is going with your products, you’re just not paying attention.

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Baking&Snack - April 2011

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