Page 63 - NSA GALA JOURNAL 2011

Immigration is the fuel that runs the Independent Supermarket Industry’s engine. It gives it staying power and growth.
In the decades of the 60’s and 70’s Latinos from Puerto Rico, the Dominican Republic, and Cuba settling in the city and changed the landscape of the market place. As these Latinos moved into the five boroughs a lot of the Anglos were moving out into bigger homes in the suburbs. Along with them, most of the large Supermarket chains (King Kullen, Walbaums etc.) also left the city. This exodus of people and supermarkets, gave rise to the independent supermarket owner. It afforded them an opportunity to carve out a niche for themselves as big players in the food industry.
This was the birth of the Latino Supermarket owner, individuals who went from Bodega Owners to Supermarket Operators. This change in population also saw the growth in local distributors, whom started to cater to the Hispanics from the Caribbean. Distributors like Goya Foods, became Behemoths overnight. Vitarroz, Iberia, and La Cena started to become more of a factor in the local markets as well.
Today New York City is still the beacon for Latino migration to the north. The last census taken in 2010 stated that Latinos have now become the City’s number 1 minority group, surpassing African Americans. The continual trend of Latinos coming to New York City is changing rapidly. No longer do Caribbean Hispanics dominate the local food scene as far as a customer count is concerned.
Due to the Harsh Immigration reforms in the south-west and lack of job opportunities in California, Mexicans and Central Americans who traditionally migrated to the western parts of the United States are now coming to the North East in record numbers; and New York City is their number one destination. Spanish Harlem, once the strong hold of the Puerto Rican community, is being transformed into the home of thousands of Latinos that trace their roots to the Aztec civilization. Burrito Shops and small Mexican businesses can be seen up and down 116th St., the heart of “El Barrio”.
The borough of Queens has also been transforming at astonishing rates. Simply because Corona was a popular last name in the Dominican Republic many of Dominicans decided to make that neighborhood in Queens their home, in the 1970’s. The Dominicans thrived for 40 years in Corona Queens, today just like “El Barrio” Corona Queens is dominated by another group of Latinos, Salvadorians, Guatemalans, Ecuadorians, and Mexicans all call Corona Home. These same scenarios are being played out all over the City. Sunset Park Brooklyn, parts of the Bronx, and even Staten Island have been influenced by South Americans immigrants.
The secret to the Independent Supermarket survival is adaptability and change; and that is exactly what is taking place in today’s stores. Rice, Beans, and plantains were once the top selling items in most Hispanic Stores. These food staples are now being displaced by Tortillas and Corn flour.
At a time when our nation’s economy is struggling, the Independent supermarket industry has received these new Latinos with open arms. The South Americans have helped the Independent Supermarkets maintain their share of the market place. Today we have hundreds of exciting new foods from the Americas that are satisfying the palate of these new New Yorkers. Supermarkets must have all these products in order to satisfy the new customer base. Local distributors must also play a role in meeting these demands. While companies like Goya have met this challenge and thrived upon it, smaller distributors have lost market share, and others are binding together in order to survive. At the same time, new companies like Queso Tropical and La Ricura are taking up more space in Supermarket Shelves.
In conclusion, Immigration will always play a role in the supermarket industry, those who can adapt will survive; those who cannot will simply disappear. While Salsa and Merengue are still the music of choice for Most Latin New Yorkers, the sounds of Mariachi Bands are getting louder and louder.
Mr. Nelson A. Eusebio