Celina Villanueva likes to shop for bargains without sacrificing quality. With a growing family of five to feed she is extremely cost-conscious.
“I look for the best product at the best price…I am loyal to products that I like and I recommend those that I like to my friends,” said the Peruvian native while shopping at a warehouse bulk store in Norwalk, Connecticut.
She is one of 28 million Hispanic females living in the U.S. who are gaining in consumer power and influence. According to new data, Latinas like Villanueva are in the driver's seat of U.S. growth.
“Marketers are looking at a new Latina,” explains Stacie M. de Armas, vice-president of Strategic Initiatives & Consumer Engagement at Nielsen. “While she is bilingual and bicultural ... she is also very much in pursuit of her American dream and that is evidenced by her educational attainment and her advancement in creating businesses.”
The report, released Tuesday by Nielsen, details the ascent of this demographic powerhouse, which grew 37 percent between 2005-20015. “Latina 2.0: Fiscally Conscious, Culturally Influential & Familia Forward,” reveals how younger Hispanic women and their buying power are outpacing the rest of the nation.
This new more educated Hispanic consumer, with an average age of 31, is charting the path with her purchasing choices, brand loyalty and digital acumen. This fifth report on Hispanics outlines how Latinas are price-conscious shoppers, prefer bulk wholesale stores and are health conscious, fashion-forward and digitally savvy.
“The phone is practically like my right hand. I use it for everything,” maintains Luz Garces, a native of Colombia while shopping recently at a mall in downtown Stamford, Connecticut. “Shopping, payments, college tuition. I do everything on my phone. It makes life easier.”
Smartphones are the tech device of choice for the socially connected, younger Latina 2.0. She is 15 times more likely than her non-Hispanic counterparts to have a smartphone, and 35 percent more likely to download or purchase music from online services, and significantly more likely than non-Hispanic white women to use social networking sites such as YouTube, Instagram, Google, Snapchat, and Twitter.
“On average, 42 percent of Latinas are spending nearly four hours a day on social media”, said De Armas, adding that Latinas rely on their smartphones “for connectivity and seeking information."
"She is not only an influencer but also influenced by what she sees on social media,” adds the first generation Cuban-American executive.
In addition, the data highlights how Latinas are postponing marriage for a little bit longer in order to pursue educational and career goals. Between 2013 and 2015, 74 percent of Hispanic females enrolled in college immediately after completing high school.
“As we are moving from a manufacturing based economy to a knowledge based economy, the Latina is really well poised and taking advantage of that by obtaining an education and then putting herself into the workforce,” explains De Armas.
Erika Cisneros reflects the new more driven Latina in the workforce.
“I believe that we want to strive to better ourselves and show our parents that what they couldn't accomplish, we might be able to go further," Cisneros said.
The 29-year-old worked her way up from the children's section at the Barnes & Noble in Stamford, Connecticut and is now their Digital Sales Lead.
These attitudes are creating a boom in Latina entrepreneurship.
“Latinas by nature are entrepreneurs and risk takers,” said Fanny Miller, president and organizer of Celebrando Latinas, the largest Hispanic conference nationwide held annually in San Diego, California.
The gathering focuses on teaching Hispanic women the basics of starting your own business. “Our culture and independence makes us natural salespeople...Latinas are always looking to grow bigger, to do something better. Most of our moms were entrepreneurs,” said Miller, a Colombian native who learned the importance of hard work at her family's businesses. “We saw our mom's work really hard. We learned from them.”
According to the latest Census data, Hispanic female majority-owned firms grew in number by more than 682,000, or 87 percent, during the last five-year period.
“We are not only changing the face, but also the economic future of America,” explained Latina businesswoman Nuria Santamaria Wolfe, a daughter of Salvadoran war refugees who emigrated to the U.S. in the 1980's. She is the co-founder and CEO of “Canticos”, an L.A. based start-up that sells bilingual books and children's products.
Nevertheless, De Armas said that Latinas remain true to their roots, with 73 percent agreeing that their cultural heritage is an important part of who they are, while 75 percent enjoy maintaining their traditions.
To reach these Latina customers, businesses need to understand their need for advice and tech solutions, as well as offer products relevant to their life stage, Nielsen said in its report.
Latinas are clearly finding their own voice in the consumer market.
“We think in English, but we feel in Spanish,” said Miller adding that the new Latinas want better in life. “We are the decision makers in our homes…It makes us more responsible to better ourselves.”
Source: Published originally on nbcnews.com, Young, Bilingual, Bicultural: Latinas Gaining Consumer Power, September 12th, 2017
Latinc provides a culturally-attuned professional social network
When software developer and information technology specialist Claritza Abreu first came to the U.S., she felt lost. She arrived from the Dominican Republic with the skills and degree worthy of a good job, but without the personal and professional connections to find one.
Now, many years later, Abreu's resume boasts a long list of high-level positions, and she is looking to smooth the way for other Latino individuals, whether they are recent immigrants, college graduates or others.
In early June, Abreu launched Latinc, a career-oriented social networking site and app tailored for the Latino community.
“I've been doing mentoring on a one-on-one basis, trying to help people,” Abreu said, “and I thought, ‘Can I do something more massive?'”
She found her answer in Latinc, whose structure she describes as a convergence of Facebook and LinkedIn
“It is the first and only mobile app for Latino professionals to connect,” Abreu said. “It's for professionals but more interactive and socially oriented. We wanted people to develop closer relationships for them to support each other in their professional careers.”
How it works
Latinc invites users to create profiles, request mentoring from another member, view daily suggested job openings and take industry-relevant low-cost online training courses. Members are encouraged to represent their full selves, Abreu said, including their heritage. Users identify their own or their family's country of origin with a flag icon attached to their profiles, which she says provides another connection point. In the future, users also will be able to identify as part of certain non-ethnic communities, such as LGBTQ, veterans or people with disabilities.
The platform's cultural attunement is incorporated in minor profile aspects as well, such as the ability for users to enter two first names and two last names.
Employers interested in drawing applicants from or otherwise connecting with Latino communities have reached out to Latinc leadership. These include the Massachusetts state department of education, Liberty Mutual and Latino professional organizations.
“This is going to be one single source where they can reach out to professionals — not only for recruitment, but also to the Latino community as one of the largest consumer markets in the United States to market products and services,” Abreu said.
The app and website are offered in Spanish and English, and there are plans to expand into Portuguese and French. Featured online trainings are not currently tied to accreditation programs, but talks are underway with colleges and other organizations to explore such a move.
Thus far, the platform is U.S.-only and focuses particularly on an audience of Latino millennials, which Abreu notes currently make up the largest minority group graduating from college.
The firm's revenue model is similar to other social media, with dollars coming in from advertising, company memberships, premium membership and job postings.
Latinc leadership is in talks with investors, and additional funding could accelerate marketing efforts — which Abreu says has been the most difficult part. The company has been spreading awareness on social media, as well as at Latino professional events. While the platform still is working to grow membership, Abreu says feedback has been positive and even non-Latino individuals have joined the site and app.
Abreu co-founded the platform with partner Mueen Delvi. Latinc now comprises a six-person Boston-based team and another six-person team in India. Abreu works part time at Latinc now, but if all goes well, she anticipates making it a full-time pursuit by January.
¿Cuál es la mejor forma de combatir el desperdicio de alimentos, ahorrar dinero y expandir el conocimiento sobre alimentos? Pregúntele a los Conservadores Maestros de Alimentos de la UC (UC Master Food Preserver Program).
Es mejor contar con un grupo de dedicados voluntarios que realicen demostraciones en persona en uno de los lugares de CSA. Granjas Tanaka, que se localiza en el condado de Orange, hizo precisamente eso. El programa de la granja denominado Agricultura Apoyada por la Comunidad (CSA, por sus siglas en inglés) entrega más de 1,600 cajas de frutas y verduras al mes a un grupo de abonados que se muestra altamente motivados en preparar y cocinar los alimentos. La misión de Tanaka CSA es educar a sus clientes tan bien como un postulado del Programa Conservadores Maestros de Alimentos de la UC.
Los voluntarios del Programa Conservadores Maestros de Alimentos de la UC han realizado, junto con Patty Nagatoshi, coordinadora del programa CSA en Granjas Tanaka, dos talleres para los clientes de CSA. Estas clases fueron diseñadas para preservar el contenido de las cajas de CSA, ya que los miembros de CSA con frecuencia batallan para encontrarle uso a cada producto que reciben. Los voluntarios les entregan una lista de recetas sugeridas como referencia después de los talleres. Estas clases están ayudando a que los clientes maximicen sus productos a la vez que reducen el desperdicio de alimentos.
Además, los voluntarios de los Conservadores Maestros de Alimentos llevan a cabo demostraciones durante los festivales de la fresa y maíz de la granja. Allí fue donde hicieron una demostración de cómo deshidratar láminas de fresa, preparar mermelada de fresa en el congelador, envasar relish de maíz y preparar caldo de maíz.
Traditional Aztec dance, mariachi music and contemporary Latin dance will mark the opening of a new facility for the Center for Chicanx and Latinx Academic Student Success at the University of California, Davis, on Wednesday, Sept. 27.
The center is among new and expanding campus initiatives to support the recruitment and academic success of historically underrepresented groups — African American, Chicano/Latino and Native American — and reduce the time necessary for all students to earn their degrees.
UC Davis is also pursuing designation by the U.S. Department of Education as a Hispanic-Serving Institution, or HSI, which opens the door to grants to help students succeed in college. In fall 2016, about 23.8 percent of the campus's domestic undergraduates were Chicano/Latino, and Davis expects to meet the designation's threshold of 25 percent this fall.
Cirilo Cortez, director of the Chicanx and Latinx Retention Initiative and the center, said the center serves as a hub to provide academic support for Chicano and Latino students; empower their leadership, career and personal development; and help them access campus resources.
“We affectionately call it el centro, and it's a place where students can find a sense of belonging and family, too,” he said.
Operating in temporary quarters since last fall, the center will now use former meeting spaces on the second floor of the newly renovated Memorial Union. It includes study and socializing areas, computer stations, a conference room, offices and a kitchenette.
Students will be able to meet on-site with tutors and counselors, as well as academic and career advisors. The center will host cultural events, skills workshops and for-credit seminars to help students succeed in their transition from high school or community college.
Cortez said academic support and faculty advising will include the STEM fields of science, technology, engineering and math, where Chicano and Latino students are underrepresented.
The opening ceremony will begin at 5 p.m. on the south patio of the Memorial Union with the performances and remarks and then move to the center for a ribbon cutting and tours.
Source: Published originally on www.ucdavis.edu, UC Davis to Open New Center for Chicano, Latino Students, By Julia Ann Easley on September 15, 2017
El granjero Arian Williams atiende con éxito 16 acres de aguacates en el área de Temecula conocida como De Luz, pero él y su esposa llegaron al Festival de la Pitaya de la UC, realizado el pasado mes de agosto, para ver si existe un potencial comercial para la producción de esta fruta.
"Nos estamos llevando unas muestras ahora para probarlas”, dijo Williams.
Vanessa Caballero, la esposa de Williams, se mostró entusiasmada sobre la posibilidad. "Me encanta como lucen las pitayas y no hay muchas que se cultiven comercialmente ahora", señaló.
La visita al campo del Centro de Investigación y Extensión South Coast de UC en Irvine incluyó presentaciones con bases científicas sobre estrategias de riego, control de taltuzas, manejo integrado de plagas y el impacto del nematodo agallador de las parras y del cactus de pitaya. Nativo de América Central, este cultivo se ha hecho popular en Asia y el Medio Oriente. La mayor parte de las frutas que se venden en EUA son importadas.
El asesor de Extensión Cooperativa de la UC, Ramiro Lobo, descubrió que el hermoso cactus que da fruto crece bien en el clima del Sur de California. La pitaya se da bien en las regiones donde se producen los aguacates, pero usan mucho menos agua. También son excelentes plantas para jardín, agregando un toque especial a la vez que producen frutos.
El fruto de la pitaya empieza con una flor grande y llamativa que florea durante la noche y que contiene las partes masculinas y femeninas. En muchas de las variedades más populares, las anteras (las partes masculinas que contienen el polen) y el estigma (la parte femenina que necesita ser polinizada) están separadas por una distancia que previene que los polinizadores nocturnos, como las mariposas nocturnas, hagan consistentemente la conexión.
Para que se logre un cultivo abundante y uniforme, Lobo sugiere que se lleve a cabo la polinización manual. El polen se puede colectar agitando una flor sobre un tazón o cortando las anteras con unas anteras sobre una taza. Lobo guarda el polen en el congelador hasta la noche o las primeras horas de la mañana cuando el cactus florea. Luego toma un poquito con una brocha para maquillaje barata y la espolvorea ligeramente sobre el estigma de las flores.
“Es fácil y solo toma unos segundos por flor", mencionó Lobo. "Si no lleva a cabo la polinización manual termina con frutos muy pequeños. Y no hay uniformidad".
La polinización manual también permite que los granjeros hagan una proyección más exacta de su cosecha de pitayas y trabajen con anticipación con las compañías que comercializan la fruta. Lobo señaló que lleva consigo un contador mecánico que presiona conforme poliniza las flores. Cuarenta días más tarde, el número preciso de pitayas estarán listas para ser cosechadas.