artigo convidado MANGAN FX; MENDONÇA RU; NUNES SV; FINGER FL; BARROS ZJ; GALVÃO H; ALMEIDA GC; SILVA RAN; ANDERSON MD. 2008. Production and marketing of vegetables for the ethnic markets in the United States. Horticultura Brasileira 26: 006-014. Production and marketing of vegetables for the ethnic markets in the United States Francis X Mangan1; Raquel U de Mendonça1; Maria Moreira1; Samanta del Vecchio Nunes1; Fernando L Finger2; Zoraia de Jesus Barros2; Hilton Galvão2; Gustavo C Almeida3; Rachel AN Silva1; Molly D Anderson4 1University of Massachusetts, Dept. Plant, Soil & Insect Sciences, Amherst, MA 01003 EUA; 2UFV, Depto.Fitotecnia, 36571-000 Viçosa- MG; 3CeasaMinas, Unid. Grande Belo Horizonte, Seção Agroqualidade, BR 040, km 688, 32145-900 Contagem-MG; 4Food Systems Integrity, 22 Lawrence Lane, Arlington, MA 02474, USA; [email protected] ABSTRACT RESUMO Due to the growing number of immigrants in the United States, Produção e marketing de hortaliças para os mercados étnicos made up principally of Latinos, Asians and Africans, there has been nos Estados Unidos a growing demand for products that are popular in their countries of Devido ao crescente número de imigrantes nos EUA, composto origin. In order to meet this demand, there has been a tremendous por latinos, brasileiros, asiáticos e africanos, observou-se um au- increase in imports of agricultural products to the United States. mento no interesse dessas comunidades em obter produtos que são Cassava is a good example. Imports of cassava to the US have comuns em seus países de origem. Para atender essa demanda hou- increased 370% in the last six years. The University of Massachusetts ve um aumento nas importações de produtos étnicos e na produção began to evaluate vegetable crops popular among Puerto Ricans and interna dessas hortaliças. A mandioca é um bom exemplo do inte- Dominicans in 1996, and in 2002 began to evaluate crops popular resse em cultivos étnicos. As importações desse produto cresceram among the large and growing Brazilian population in the state and 370% nos últimos seis anos. A Universidade de Massachusetts ini- region. This paper summarizes results of research on crops popular ciou suas pesquisas em 1996 com culturas populares entre os imi- with Brazilian immigrants in the US, in addition to the evaluation of grantes de Porto Rico e Republica Dominicana e, em 2002, com os the marketing chain and impact of media outlets to promote and sell vegetais presentes na culinária brasileira. Este trabalho sumariza as these crops. Surveys of Brazilian customers in target markets informações disponíveis atualmente em relação às necessidades dos demonstrated that the majority of Brazilian immigrants in the imigrantes brasileiros em termos de hortaliças de cunho cultural, Northeastern United States are from the state of Minas Gerais. Due identifica as cadeias fornecedoras existentes, explica os impactos da to this fact, the crops chosen for research in Massachusetts were mídia sobre o mercado étnico e descreve as práticas de aquisição de ones that were popular in this state: jiló, maxixe, taioba, abóbora produtos específicos demandados pelos consumidores brasileiros. and okra. In order to successfully introduce these crops into the Pesquisas mostraram que a maioria dos imigrantes brasileiros eram marketplace it is critical to devote resources to promotion and provenientes do estado de Minas Gerais e devido a esse fator, as marketing. In spite of their popularity among Brazilians, these culturas escolhidas foram jiló, maxixe, taioba, abóbora e quiabo. vegetable crops are not normally found in the market so it is necessary Para a introdução dos produtos no mercado é necessário focar gran- to let the community know that they are available and in what de parte das atenções no marketing e divulgação. Apesar de existir locations. The most effective media outlet evaluated in this work to uma demanda, esses vegetais não são normalmente encontrados nos reach Brazilians was the television station Rede Globo International, mercados, sendo necessário informar onde e quais produtos estão available in the United States; however, other avenues evaluated to disponíveis. O melhor meio de divulgação entre os brasileiros é atra- promote this project to Brazilians, such as Brazilian newspapers and vés da emissora de TV Rede Globo, porém outros meios como jor- radio programs, were also effective and less expensive. The nais e rádios em língua portuguesa são eficientes e mais acessíveis. opportunity to export agricultural products to the United States is a A exportação de produtos étnicos para os EUA é um mercado cres- growing opportunity for farmers in Brazil. In order to gain access to cente, porém para entrar nesse mercado é necessário compreender a this market it is important to understand the distribution system used cadeia de distribuição de vegetais frescos nos EUA. Além disso, os for fresh produce in the United States. donos das grandes cadeias de supermercados desconhecem os vege- tais étnicos, sendo muitas vezes uma barreira para a comercialização dos mesmos. Keywords: Taioba, jiló, maxixe, abóbora. Palavras-chave: Taioba, jiló, maxixe, abóbora. (Recebido em 14 de dezembro de 2007; aceito em 29 de janeiro de 2008) he demographics of the United the United States, the largest number in to 49 million by 2015. The Asian TStates are changing rapidly as a single year of the U.S. history. population was estimated at 12 million immigrant populations increase at rates According to the U.S. Census Bureau, in 2003 and expected to grow to over not seen since the early 20th century. In the U.S. Hispanic population was about 17 million by 2015 (Bushnell, 2004). 2005, 7.9 million immigrants came to 38 million in 2003 and expected to jump The Brazilian government estimates that 6 Hortic. bras., v. 26, n. 1, jan.-mar. 2008 Production and marketing of vegetables for the ethnic markets in the United States there are 1.5 million Brazilians living in the U.S., both legal and illegal (The New York Times, 2005). The major concentrations of Brazilians in the U.S. are in Massachusetts, New York, New Jersey, Florida, and California. Massachusetts in particular has experienced a strong surge of immigrants in recent years. According to 2005 Census estimates, Hispanics are the largest ethnic minority in the state with 8% of the population, outnumbering African-Americans (7%). Asians represent 5% of the total population and their numbers are increasing (Abraham, 2006). Forty percent of the population in southeastern Figure 1. Total imports of cassava to the United States (total das importações de mandioca Massachusetts is of Portuguese and para os Estados Unidos). Amherst, University of Massachusetts, 2007. Source: Data adopted from Yucca (cassava) reports (Fruit and Vegetable Market News, 2007). Cape Verdean backgrounds. About 150,000 Brazilians live in greater Boston and Cape Cod, making domestically produced goods. To date, depending on the region of the country. Portuguese the second most spoken most of the demand has been met with The second type of cassava is referred language in Massachusetts, according to imports. The history of cassava to as bitter or mandioca brava (wild the U.S. Census (Rapoza, 2000). The production and imports to the U.S. is cassava) and is used in industry Brazilian Consulate in Boston and the illustrative. (Embrapa, 2007). In general, varieties Brazilian Immigrant Center in Allston, Cassava in U.S. - Cassava (Manihot with yellow roots are preferred for MA, estimate there are at least 250,000 esculenta) is one of the most important human consumption and those with Brazilians living in the state (The Boston root crops in the world and is very well white roots are used for processing flour Globe, 2006). adapted to extreme conditions of (Fukuda, 2005). The dramatic increase in immigrant weather and soil types found in the For human consumption, the roots populations has had a significant effect tropics and sub-tropics. The root is an of cassava varieties should have less in the U.S. marketplace, especially for important source of carbohydrates to than 100 ppm of hydrocyanic acid fresh fruit and vegetable markets. In over 600 million people in countries (HCN). The quantity of HCN can vary 2002, Hispanics, Asian-Americans, and where it is produced. In addition, the greatly among varieties, and also with African-Americans represented 31% of plant is rich in protein, vitamin A and the physiological stage of the crop and the U.S. population, yet they accounted C, and others nutrients (Fukuda, 2005). the environmental conditions where for 37% of all sales in supermarkets In Brazil, the center of origin for this they are grown. Characteristics used by (Grow with America, 2002). In 2006, crop and the largest producer in the consumers when buying cassava Hispanics had a buying power of $798 world, the leaves are also used in several varieties are the absence of fibers when billion. This figure is expected to reach dishes such as maniçoba, in which cooked, the length of time to cook, post- $1.2 trillion by 2011, accounting for minced cassava leaves are cooked with harvest disease resistance, and the size and 9.5% of all U.S. buying power meats. Also, processed cassava leaves ease of peeling the roots (Embrapa, 2007). (Humphreys, 2006). In Hispanic grocery have been used in programs to fight Many cassava varieties are adapted for stores, 22% of total sales (over twice the hunger and undernourishment in Brazil. specific environments and good yields national average) come from the According to Instituto Brasileiro de achieved in one region will not be produce department (Produce Geografia de Estatística (IBGE, 2007), reproduced in others. Most pests of cassava Marketing Association, 2006). The Brazil produced almost 28 million are associated with specific environments, immigrant groups represented in metric tons of cassava in 2005; almost which is the main reason for the large Massachusetts desire to purchase what two million hectares were harvested in number of cassava varieties used by the is part of their culture and readily this same year, with an average yield of growers in Brazil (Embrapa, 2007).