ADVICE Hispanic Supermarkets: A BRIDGE TO HOME DURING THE HOLIDAYS By Ana María Triana, Business and Human Resources Consultant hen you're far from your home country, there's nothing better than experiencing the traditional 昀氀avors and aromas that evoke memories of home, especially during Wthis festive season when family and friends are missed and longing increases. For Latin American immi- grants, this season can awaken a deep nostalgia, but thanks to Hispanic supermarkets, a part of that essence remains alive. 吀栀e December holidays are a time full of tradition, especially for Latin American communities, and this is where Hispanic supermarkets become more than just stores. 吀栀ey are a cultural and emotional bridge that connects us to our origins by o昀昀ering us authentic products that are di昀케cult to 昀椀nd in traditional super- market chains. 吀栀anks to these stores, we can 昀椀nd everything from the ingre- PARTICIPATION OF THE HISPANIC dients necessary to prepare typical COMMUNITY IN FOOD PURCHASES holiday dishes to popular products Hispanic grocery stores have been experiencing rapid growth in such as hallacas, tamales, panetones, recent years, not only due to the arrival of new Latin American buñuelos, custards, and sweets. Walking residents but also due to the local community's interest, which through the aisles of these supermarkets has expanded its exploration to new culinary cultures. More can immerse us in a comforting journey, as and more people of various nationalities are attracted to the it transports us to our roots. authentic 昀氀avors of Latin America, especially during the holiday season. 吀栀erefore, often, typical products are part of "When I arrived here, one of the things I missed Latin tables and are increasingly common in non-Latin homes, the most were the buñuelos and the natilla that promoting gastronomic diversity and cultural exchange. my grandmother Inés made for Christmas, with SUPPORT FOR THE LOCAL ECONOMY their typical smells on Christmas Eve, to the sound Hispanic supermarkets play a key role in the local economy, of classic carols. Finding the ingredients in the attracting signi昀椀cant income and generating an active dyna- local Latino supermarket was like going home for mic in the purchase of goods and services by the population. 吀栀e supply and demand for Latin products impact the growth a moment and allowed me to keep that tradition of small businesses that have undertaken the task of opening alive with my family." - Mariana Angel, a Colombian an establishment with brands that only immigrants can recog- resident in the United States.". nize and that do not 昀椀t into the large supermarket chains. -Mariana Ángel, Maintaining traditions, especially during the holiday season, colombiana residente en Estados Unidos. rea昀케rms that, despite the distance, our roots remain alive. Statistics from the "Why Behind the Buy", a report by Acosta and Univision Communications. 60 MILLON 20% 30% $175 Hispanic shoppers in the of Hispanics live in the United States. of the Hispanic annual amount spent US. Many of whom seek the Their participation is expected to population by Hispanics above the authentic 昀氀avors of their grow as the population ages and buys food in US average. homeland. diversi昀椀es. ethnic stores. 7272 NNOOVVEEMMBBEERR/ D/ DECECEEMMBBEER 2R 200224 4 AABBAASSTOTO..CCOOMM