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Marketing Asian Produce in Kentucky

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Marketing Asian Produce in Kentucky CenterCenter for Crop for DiversificationCrop Diversification Marketing Crop Profile Profile CCD-CP-138CCD-MP-8 MarketingGinger and Asian Turmeric Produce MattMatt Ernst Ernst1 and1 and Kristi Tim WoodsDurbin22 IntroductionIntroduction GingerAsian produce(Zingiber includes officinale any numberRoscoe) andof fruitsturmeric and (vegetablesCurcuma longaoriginating) both inhave and/or a long used history in the cuisineof use inof Asian,East Asia African (China, and Japan Caribbean and Korea) cuisines. and FreshSoutheast ginger Asia is available(Vietnam, year-round Laos, Philippines, in the U.S. Thailand, and Canada Indonesia, from proetc).- duceThe termwholesalers “Asian” sourcing can also from include global cuisine suppliers, of South and bothAsia are(India widely and Pakistan).available in their dried, ground form that is produced from their underground rhizomes. Market Overview TheAsian U.S. cuisines ginger became crop is well-establishedmainly grown in as Hawaii. part of Re the- cently,American some diet U.S. as vegetableCaucasian and consumers greenhouse developed growers haveincreasingly added ginger diverse and appetites turmeric and as the high-value U.S. ethnic special Asian- typopulation crops to meetincreased. consumer Today’s demands younger for locally consumers, grown ingredients.especially Millennials, Producers in are the likely northeast to consider have success ethnic- fullyfoods produced part of gingertheir regular in high diet.tunnels, Globally and experience inspired withchildren’s ginger menu and turmeric items ranked production as a (through major restaurant the 2018 season)trend for indicates 2020, andboth foodservicecrops may be trends adaptable continue to high to tunnelpopularize production ethnic inAsian Kentucky. cuisines. 1 Since the 1990s, ethnic Asian restaurants, particularly “quick casual,”2 BABY GINGER “fusion”3 and higher-end establishments, have become Marketing atY ARDLONGgrocery stores.BEANS Turmeric producers should also pro- Kentuckymore popular producers with consumers. have focused on selling directly vide use guidelines, as fresh turmeric is not commonly to consumers, using local market channels like farmers foundpopulation in the of marketplace. persons of AsianCommon ethnicity uses include in Kentucky, using marketsThe popularity and community of ethnic supported Asian cuisineagriculture. continued A few thethough vegetative comparatively tops of smallboth plantsto Kentucky’s to make moreteas, thanand producersthrough the also 2010s sell these as specialtyvalue-conscious crops via consumerswholesale both118,000 crops persons are used of in juicing.Hispanic Both origin, rhizomes continued can also to marketingembraced forAsian restaurant dining chefs.lunch Somemenus foodand retailersnoodle- beincrease dehydrated, in the pickled 2000s. orKentucky’s candied. Asian population focusedbased dishes, on offering as well organic as bowl and entrees. local Asianproduce cuisines have was estimated at 36,986 in 2004, nearly doubling to 4 reportedalso figure sourcing prominently ginger locally. in “street food,” as well Gingerabout 71,000 and turmeric by 2018. have6 received attention in the as fusion dining and cooking. Ethnic/street food- health and wellness product market, with turmeric at- Localinspired farmers cuisine market appeared customers in the Nationaland CSA Restaurant members tractingBurgeoning much Asian recent populations interest. The and FDA consumer regulates interest how willAssociation’s benefit from lists recipes of top andtrends, preparation from appetizers suggestions to productsin Asian maycuisine be marketedhelped stimulate with respect increased to claims interest of 5 formain fresh dishes, ginger. from Shelf 2014 lifeto 2020. and storage potentialin purchasing health benefits.fresh Asian Farm vegetables marketers considerations should be conveyed to mustto prepare understand at home, the apotential trend expected ramifica to- customers,Increased use as ofthe ethnic fresh Asian “baby” food ginger is also tionscontinue. of making More interesthealth claims in ethnic when cuisine sell- infueled its immature by a growing stage Asianproduced population. in high ingfrom fresh Caucasian produce consumers crops, as also associating supports tunnelsThe U.S. will Asian have population different maderequirements up 5.4% theseethnic specific vegetable crops cultivation.with health benefitsThe 6 thanof the the total mature population ginger that in is2017. available The www.uky.edu/CCDwww.uky.edu/CCD violatesyoungest food shoppers marketing (Generation regulations. Y, also 1 1MattMatt ErnstErnst isis anan independentindependent contractorcontractor withwith thethe CenterCenter forfor CroCropp Diversification.Diversification. 2 2KristiTim Woods Durbin is is an a seniorExtension horticulturist Professor in withthe Universitythe UK Department of Kentucky of AgriculturalDepartment Economics. of Horticulture. Cooperative Extension Service | Agriculture and Natural Resources | Family and Consumer Sciences | 4-H Youth Development | Community and Economic Development known as the Millennial Generation, or Millennials) are also highly receptive to ethnic cuisine. During the past 20 years, Asian vegetables like edamame (vegetable soybean) and daikon (Chinese radish) have been among vegetable crops that could be produced at wholesale quantities in Kentucky. Market Opportunities The U.S. ethnic foods market, including fresh produce, saw robust annual growth during the period from 2010 to 2018. Smaller growers and market gardeners have immediate opportunities to tap into local consumer demand for Asian vegetables. Growers should investigate adding traditionally Asian vegetables to their farmers market offering, community supported agriculture (CSA) shares, or roadside stand mix. Wholesale marketing opportunities are also available ASIAN PEARS for Asian vegetables. Open communication lines with your customers can Marketing Asian vegetables to restaurants may be also result in additional markets for other products. possible for farmers located near metro areas. Selling While welcoming guests to the farm and explaining Asian vegetables to upscale restaurants expanding PYO rules, producers can ask their customers what their menus to include Asian-themed entrees may other products they might be interested in purchasing. also be an option. As with any new market, the best This can help the producer discover new crops to offer way to determine what to grow is to find out what the at the farm market. customer wants. This is especially critical in finding niche markets for Asian vegetables, where various ASIAN PEARS AND MELONS ethnic groups may prefer different sizes, colors and Kentucky orchardists near Lexington, Louisville and other characteristics of the same eggplant, radish, Cincinnati have found a ripe local market for Asian cucumber, etc. Growers should recognize that these pears (also called “pear apples”). Orchardists report differences extend to restaurants, with distinctions in that Asian customers enjoy obtaining fresh Asian produce sourced by Thai, Chinese, Indian, Japanese pears at the farm and have been especially open to and other ethnic chefs. pick-your-own operations. On a smaller scale, some producers have successfully marketed specialty Asian PICK-YOUR-OWN (U-PICK) melons near these metro areas. Pick-your-own (PYO) marketers always face the challenge of communicating their farm policies and ASIAN VEGETABLES picking rules to their customers. PYO marketers Kentucky growers could potentially discover local selling larger amounts of produce to non-native market niches for dozens of Asian vegetables. The English speakers should consider having their farm challenge to the grower is to identify those vegetables policies translated into languages common to their that may be grown efficiently and readily marketed. customers — Mandarin and Cantonese, Korean, Thai, Past University of Kentucky marketing research Japanese, and so on. projects evaluated consumer acceptance of kabocha squash, also called Japanese pumpkin, a hard (winter) Customers can then be presented with a copy of squash well-received by both ethnic Asian and the farm’s policies, enabling easier enforcement of Caucasian consumers. those rules. It is important that all customers have an understanding of the farm’s rules governing the pick- Kabocha squash customers were surveyed about their your-own operation. Asian vegetable buying practices and preferences. 2 BOK CHOY is among the Asian vegetable crops in demand at farmers markets in Kentucky. Their responses reinforced basic guidelines for direct According to the Kentucky Produce Marketing and marketing specialty vegetables. Key considerations Planting Intentions Survey, Asian vegetables most for producers wishing to develop market niches for likely to be grown by commercial vegetable growers Asian vegetables are: in Kentucky are bok choy, daikon, eggplant and Asian • Provide preparation instructions and recipes at greens. Past surveys of kabocha squash customers purchase indicated they were willing to purchase celtuce/ • Bundle specialty vegetables with other products asparagus lettuce, chayote, garlic chives, wax gourd and provide instructions for use and Japanese eggplant. The sample size of this survey • Provide educational information about the was specific to a single farm market and is too small vegetable’s name, where and how it is grown, for other producers to assume these vegetables will and other background information be popular in their areas. Producers should
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