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P r o d u ce S h o w D a i l y M o n d a y, J u n e 2 0 , 2 0 1 6 4 CUSTOM BUILT HOT AND COLD FOOD BARS, DISPLAY MERCHANDISING OutFront Custom Built designs and man- ufactures both standard and custom refrigerated and non-refrigerated food merchandisers, hot and cold food bars and custom millwork to suit your needs. Its experienced engineering department works with you on concept/design solu- tions that will exceed your expectations. Based in Buffalo, New York, OutFront Custom Built is a UL-Listed manufacturer that builds products to meet all industry standards. Its quality offers you reliability while its craftsman- ship and design excellence enhances your retail decor. Custom Built's offerings include salad bars, olive bars, antipasto bars, hot bars, soup bars, combination bars, serv- ice counters, custom fixtures and custom millwork. It is a medium sized specialty manu- facturer that can respond to your needs quickly and provide solutions that work. It is big enough to handle your require- ments and yet small enough to be fast and flexible. The fresh/prepared foods section of today's grocery store is quickly becom- ing the key focus area around which stores are designed. Warm and friendly atmospheres, the smell of fresh foods and the beauty of quality décor and fixtures are driving sales. OutFront is a value added supplier that can help you grow your business. O u t F r o n t Custom Built is part of a family of manufactur- ing companies that specialize in servicing the retail sector. Although it has other non-retail focused companies, its largest sector is retail and specifically food/grocer retail with food bars, food trucks, floral fixtures and garden centers. It has two North American manufac- turing facilities (Buffalo, New York and Beamsville, Ontario, Canada) that servic- es customers across the U.S.A. and coast to coast in Canada. Meet Dave Fortini and Justin Fortini from OutFront Custom Built at booth #2620 at the FMI Connect 2016. For more informa- tion, contact Dave.Fortini@bofmw.com. UNDERSTANDING THE HISPANIC CONSUMER By Albert Rodriguez, Senior Vice President of Operations, Nogales Produce Inc. Today's grocery industry understands the statistical trends of the ever-growing Hispanic consumer market, but many establishments from the mom and pop stores to national retail chains, although they may get a passing grade for appreci- ating the scientific statistical data, still struggle to understand the art of actually connecting with Hispanic customers. The Science of the Numbers The Hispanic population remains the fastest-growing demographic in the U.S. and is expected to increase from 17 per- cent of the population to 26 percent by 2050, according to the Pew Research Center, a preeminent public policy and research organization. With that popula- tion growth there is a surging undercur- rent of Hispanic buying power. Hispanics in the U.S. are an eco- nomic powerhouse. According to a Nielsen study, the buying power of the U.S. Hispanic market was $1.3 trillion in 2014 and reached $1.5 trillion in 2015. There has been a gain of 155 percent since 2000. By 2019, the Selig Center for Economic Growth estimates that Hispanics will account for 10.6 percent of total U.S. buying power. The Art of Understanding They say that science and numbers don't lie. So why are businesses – especially in the grocery industry – still challenged to truly understand and properly market to the Hispanic consumer? As the Senior Vice President of Operations for Nogales Produce, a leading nationwide distributor of Mexican produce, Hispanic grocery dry goods and restaurant supplies, as well as a leading consultancy specializing in connecting businesses with the Hispanic market, I have learned that when it comes to the art of connecting with the Hispanic market, the grocery industry and all busi- nesses must look through a cultural lens to understand Hispanic consumers' needs. For instance, a 2014 Nielsen study found that Hispanics place a high value on fresh foods. It also revealed that Hispanics spend on the average $175 more than the national aver- age on fresh foods per year. Why fresh foods? According to the study, Hispanics found fresh foods to be an indicator of quality and health. A 2013 study conducted by the NDP Group, a leading global marketing infor- mation and advisory services firm, found that Hispanics in the U.S. are more likely to purchase groceries, dairy items and bread from c-stores than non-Hispanics. The study also revealed that U.S. Hispanics, on average, make almost two more visits per month than non- Hispanics to major chain convenience stores. The NDP study also corroborated the Nielsen study regarding the Hispanic consumers' desire for fresh food. Connecting with the Hispanic Consumer Market: A True Art Form Businesses have to become better at the art of truly understanding the Hispanic consumers' culture which helps define their buying habits. Even the big guys still get it wrong. CNN Latino, the network's Spanish language programming venture, failed. NBCLatino.com shut down. They did not fold because CNN and NBC did not understand the numbers. They failed because on some level they couldn't con- nect with the Hispanic market. In order to succeed in connecting with the Hispanic consumer, businesses have to look close- ly through a cultural lens with precise accuracy to truly understand their cus- tomers' needs. At Nogales Produce, we know how important it is to turn that into an art form. Visit Nogales Produce in booth #1354. For more information, call 214.275.3550, email albert.rodriguez@nogalesproduce.com or visit www.nogalesproduce.com. AN INDEPENDENT PUBLICATION NOT AFFILIATED WITH UF Lee M. Oser CEO and Editor-in-Chief Kim Forrester Jules Denton Associate Publishers Lorrie Baumann Editorial Director Jeanie Catron JoEllen Lowry Associate Editors André Gressieux Art Director Yasmine Brown Krystal Robles Graphic Designers Sarah Glenn Caitlyn McGrath Customer Service Manager Stacy Davis Kim Stevens Show Logistics & Distribution Carlos Velasquez James Gennette Marcos Morhaim Account Managers Enrico Cecchi European Sales Produce Show Daily is published by Oser Communications Group ©2016 All rights reserved. Executive and editorial offices at: 1877 N. Kolb Road, Tucson, AZ 85715 520.721.1300/Fax: 520.721.6300 www.osercommunicationsgroup.com European offices located at Lungarno Benvenuto Cellini, 11, 50125 Florence, Italy SOUTHERN VALLEY LAUNCHES NEW WEBSITE AND BLOG Southern Valley is excited to announce an updated website with the addition of a blog to keep both customers and con- sumers connected to the farm's story. Southern Valley originated as a four-man farming operation, but after two tragic deaths, Kent Hamilton and his mother Wanda were left as the sole owners of the farming operation. Over the years, they brought trusted family and community members into the business to continue growing the operation. Since those hum- ble beginnings, Southern Valley has grown into a progressive and innovative growing, packing and shipping facility while remaining true to its traditional farm roots and family values. "An updated website has been a long time coming," says Courtney Hamilton, Administrative Assistant for Southern Valley, "and is evidence of our commit- ment to remain progressive and innova- tive." The new website allows customers to view all products grown, packed and sold at Southern Valley along with avail- able pack sizes. There is also a seasonal availability chart, allowing customers to see where they can expect product from during the different growing seasons. The company blog, "Taste the Valley," which can be accessed using the header menu, is of specific interest to both the customer and the consumer. "We are so excited to be able to tell our fami- ly's story to our customers and keep them informed on our production practices. We love the story of how our family farming operation came to be, and we think they will too," says Hamilton. "Consumers want to get in touch with where their food comes from now more than ever, and this is the perfect time to let them know who we are and how we grow the food they love to eat." In addition to telling the family's story, the blog shares information about specific products and production prac- tices as well as addresses current contro- versial issues for consumers. The website launch comes alongside new convenience package products – Salad Cucumbers, Summer Squash and Farm Fresh Green Beans – which provide consumers with access to original Southern Valley recipes through each QR code on the back of the packages. Each packaged product allows consumers to connect back to the farm that grew their product via the website URL on the bag. The most recent addition to the website includes a staff page, complete with individual biographies of each staff member, and allows direct email contact with the salesmen. "We're proud of the individuals we have hired over the years and grateful for the chance to share their story alongside ours," says Jon Schwalls, Director of Operations for the company. Southern Valley is a female-owned and family-operated company that com- bines old-fashioned values and tradi- tions with progressive and innovative thinking. Formed as a four-man, 100- acre farming operation in 1987, Southern Valley now grows produce year-round at three locations: Georgia, Yucatan and Tennessee. For more information, go to www.southern valley.us or call 229.769.3676.