“California Grown” Targets Hispanic Consumers

“California Grown” Targets Hispanic Consumers

Program Promotes Agricultural Products Grown in State to Expanding Market


SACRAMENTO, CA—(HISPANIC PR WIRE)–August 13, 2003–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.”

About The Buy California Marketing Agreement

The Buy California Marketing Agreement is a joint effort of 26 industry groups representing the products of California’s farms, ranches, forests and fisheries. Structured as an industry advisory board to the California Department of Food and Agriculture, BCMA brings together industry and government resources to increase the awareness, consumption and value of California agricultural products, helping the state’s consumers enjoy the best of the California lifestyle.

The “California Grown” campaign is funded by Governor Gray Davis’ Buy California Initiative, the California Department of Food and Agriculture, the U.S. Department of Agriculture, and the following California agricultural organizations:

California Apple Commission

California Asparagus Commission

California Avocado Commission

California Aquaculture Association

California Association of Wine Grape Growers

California Cherry Advisory Board

California Citrus Mutual

California Cling Peach Board

California Dried Plum Board

California Fig Advisory Board

California Forest Products Commission

California Garlic Producers Association

California Kiwifruit Commission

California Milk Advisory Board

California Nectarine Administrative Committee

California Peach Commodity Committee

California Pear Advisory Board

California Plum Marketing Board

California Poultry Federation

California Raisin Marketing Board

California Sheep Commission

California Salmon Council

California Strawberry Commission

California Table Grape Commission

California Tomato Commission

California Walnut Commission

For more information about “California Grown”, please visit http://www.californiagrown.org.




Anita Albán, (213) 489-8292



Félix I. Hernández, (213) 489-8230

“California Grown” Targets Hispanic Consumers