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Re: "Ethnic beans"

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>I just heard a local supermarket chain radio ad 
>(Local=NY market) featuring "Ethnic Beans" 

>I would guess this is their store brand approximation of
>Goya-Bean-like products.

>The shopper knows Goya to be Caribbean-Hispanic style Black 
>Beans / Pink Beans / Red Beans / Pigeon peas, etc that 
>would be labeled partly in Spanish in the store Frijoles 

I moved from California to upstate NY and had no problem finding Goya
products in the Latino/Caribbean section.  But "Ethnic" as a brand???  It
would have had no meaning to me.  If it were the only brand, I probably would
have had my mom include a bag of beans with the flour tortillas that she
would send me as a CARE package (you Easterners STILL don't know how to make
a decent flour tortilla).

Would Ethnic expand their line to "Ethnic Meats" (maybe, headcheese, organ
meats, brains, ears, and the ever popular tongue)?  Would "Ethnic Bread"
include French and Italian loaves, challah, bagels and biales?

With salsa surpassing ketchup as the #1 condiment in the US, I would say that
"ethnic" is increasingly less meaningful as a positioning for food products.
 With a picture on the can or clear plastic packaging, the description
"refried beans" or "canned red beans" is not as important.  

I think a bigger challenge is where do you put these products on the shelf?
 In California, beans is beans, whether they're porked, Boston, refried,
kidney or pink.  In upstate NY and here in Seattle, they're in the "Mexican
food" section.  What happens to grocery store layout as these foods become
more mainstream?

Cynthia Baker
*** Marketworks(sm) ***
Specialists in Market Planning & Analysis - New Product Development  -
Marketing Research

Tel.  (206)217-9575/Fax:  (206)217-9607

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