According to corporate consultant AlixPartners, Mexico has leapfrogged China to be ranked as the cheapest country in the world for companies looking to manufacture products for the U.S. market. India is now No. 2, followed by China and then Brazil. In fact, Mexico’s cost advantages and has become so cheap that even Chinese companies are moving there to capitalize on the trade advantages that come from geographic proximity.

When it comes to global manufacturing, Mexico is quickly emerging as the “new” China.

According to corporate consultant AlixPartners, Mexico has leapfrogged China to be ranked as the cheapest country in the world for companies looking to manufacture products for the U.S. market. India is now No. 2, followed by China and then Brazil.

In fact, Mexico’s cost advantages and has become so cheap that even Chinese companies are moving there to capitalize on the trade advantages that come from geographic proximity.

The influx of Chinese manufacturers began early in the decade, as China-based firms in the cellular telephone, television, textile and automobile sectors began to establish maquiladora operations in Mexico. By 2005, there were 20-25 Chinese manufacturers operating in such Mexican states Chihuahua, Tamaulipas and Baja.

The investments were generally small, but the operations had managed to create nearly 4,000 jobs, Enrique Castro Septien, president of the Consejo Nacional de la Industria Maquiladora de Exportacion (CNIME), told the SourceMex news portal in a 2005 interview.

China’s push into Mexico became more concentrated, with China-based automakers Zhongxing Automobile Co., First Automotive Works (in partnership with Mexican retail/media heavyweight Grupo Salinas), Geely Automobile Holdings (PINK: GELYF) and ChangAn Automobile Group Co. Ltd. (the Chinese partner of Ford Motor Co. (NYSE: F) andSuzuki Motor Corp.), all announced plans to place automaking factoriesin Mexico.

Not all the plans would come to fruition. But Geely’s plan called for a three-phase project that would ultimately involve a $270 million investment and have a total annual capacity of 300,000 vehicles. ChangAn wants to churn out 50,000 vehicles a year. Both companies are taking these steps with the ultimate goal of selling cars to U.S. consumers.

Mexico’s allure as a production site that can serve the U.S. market isn’t limited to China-based suitors. U.S. companies are increasingly realizing that Mexico is a better option than China. Analysts are calling it “nearshoring” or “reverse globalization.” But the reality is this: With wages on the rise in China, ongoing worries about whipsaw energy and commodity prices, and a dollar-yuan relationship that’s destined to get much uglier before it has a chance of improving, manufacturers with an eye on the American market are increasingly realizing that Mexico trumps China in virtually every equation the producers run.

“China was like a recent graduate, hitting the job market for the first time and willing to work for next to nothing,” Mexico-manufacturing consultant German Dominguez told the Christian Science Monitor in an interview last year. But now China is experiencing “the perfect storm … it’s making Mexico – a country that had been the ugly duckling when it came to costs – look a lot better.”

The real eye opener was a 2008 speculative frenzy that sent crude oil prices up to a record level in excess of $147 a barrel – an escalation that caused shipping prices to soar. Suddenly, the labor cost advantage China enjoyed wasn’t enough to overcome the costs of shipping finished goods thousands of miles from Asia to North America. And that reality kick-started the concept of “nearshoring,” concluded an investment research report by Canadian investment bank CIBC World Markets Inc. (NYSE: CM)

“In a world of triple-digit oil prices, distance costs money,” the CIBC research analysts wrote. “And while trade liberalization and technology may have flattened the world, rising transport prices will once again make it rounder.”

Indeed, four factors are at work here.

Mexico’s “Fab Four”

• The U.S.-Mexico Connection: There’s no question that China’s role in the post-financial-crisis world economy will continue to grow in importance. But contrary to the conventional wisdom, U.S. firms still export three times as much to Mexico as they do to China. Mexico gets 75% of its foreign direct investment from the United States, and sends 85% of its exports back across U.S. borders. As China’s cost and currency advantages dissipate, the fact that the United States and Mexico are right next to one another makes it logical to keep the factories in this hemisphere – if for no other reason that to shorten the supply chain and to hold down shipping costs. This is particularly important for companies like Johnson & Johnson (NYSE: JNJ), Whirlpool Corp. (NYSE:WHR) and even the beleaguered auto parts maker Delphi Corp. (PINK: DPHIQ) which are involved in just-in-time manufacturing that requires parts be delivered only as fast as they are needed.
• The Lost Cost Advantage: A decade or more ago, in any discussion of manufactured product costs, Asia was hands-down the low-cost producer. That’s a given no more. Recent reports – including the analysis by AlixPartners – show that Asia’s production costs are 15% or 20% higher than they were just four years ago. A U.S. Bureau of Labor Statistics report from March reaches the same conclusion. Compensation costs in East Asia – a region that includes China but excludes Japan – rose from 32% of U.S. wages in 2002 to 43% in 2007, the most recent statistics available. And since wages are advancing at a rate of 8% to 9% a year, and many types of taxes are escalating, too, East Asia’s overall costs have no doubt escalated even more in the two years since the BLS figures were reported.
• The Creeping Currency Crisis: For the past few years, U.S. elected officials and corporate executives alike have groused that China keeps its currency artificially low to boost its exports, while also reducing U.S. imports. The U.S. trade deficit with China has soared, growing by $20.2 billion in August alone to reach $143 billion so far this year. The currency debate will be part of the discussion when U.S. President Barack Obama visits Chinastarting Monday. Because China’s yuan has strengthened so much, goods made in China may not be the bargain they once were. Those currency crosscurrents aren’t a problem with the U.S. and Mexico, however. As of Monday, the dollar was down about 15% from its March 2009 high. At the same time, however, the Mexican peso had dropped 20% versus the dollar. So while the yuan was getting stronger as the dollar got cheaper, the peso was getting even cheaper versus the dollar.
• Trade Alliance Central: Everyone’s familiar with the North American Free Trade Agreement (NAFTA).  But not everyone understands the impact that NAFTA has had. It isn’t just window-dressing: Mexico’s trade with the United States and Canada has tripled since NAFTA was enacted in 1994. What’s more, Mexico has 12 free-trade agreements that involve more than 40 countries – more than any other country and enough to cover more than 90% of the country’s foreign trade. Its goods can be exported – duty-free – to the United States, Canada, the European Union, most of Central and Latin America, and to Japan.

In the global scheme of things, what I am telling you here probably won’t be a game-changer when it comes to China. That country is an economic juggernaut and is a market that U.S. investors cannot afford to ignore.  Given China’s emerging strength and its increasingly dominant financial position, it’s going to have its own consumer markets to service for decades to come.

Two Profit Play Candidates

From a regional standpoint, these developments all show that we’re in the earliest stages of what could be an even-closer Mexican/American relationship – enhancing the existing trade partnership in ways that benefit companies on both sides of the border (even companies that hail from other parts of the world).

In the meantime, we’ll be watching for signs of a resurgent Mexican manufacturing industry that’s ultimately driven by Chinese companies – because we know the American companies doing business with them will enjoy the fruits of their labor.

Since this is an early stage opportunity best for investors capable of stomaching some serious volatility, we’ll be watching for those Mexican companies likely to benefit from the capital that’s being newly deployed in their backyard.

Two of my favorite choices include:

• Wal Mart de Mexico SAB de CV (OTC ADR: WMMVY): Also known as “Walmex,” this retailer has all the advantages of investing in its U.S. counterpart – albeit with a couple of twists. Walmex’s third-quarter profits were up 18% and the company just started accepting bank deposits, a service that should boost store traffic. And while the U.S. retail market is highly saturated – which limits growth opportunities – there are still plenty of places to build Walmex stores south of the border. After all, somebody has to sell products to all those thousands of workers likely to be involved in the growing maquiladora sector.
• Coca-Cola FEMSA SAB de CV (NYSE ADR: KOF): Things truly do go better with Coke – especially higher wages and an improved lifestyle. According toReuters, Mexicans now consume more Coca-Cola beverages per capita than any other nation in the world. The company just posted a 25% jump in its third-quarter net earnings, aided by a strong 21% jump in revenue. Coca-Cola FEMSA continues to experience strong growth from its Oxxo convenience stores, and strong beer sales, too. And all three product groups are logical beneficiaries of strong maquiladora development and the growing incomes and rising family wealth that will translate into higher consumer spending in the immediately surrounding areas.

Source: Keith Fitz-Gerald is the chief investment strategist forMoney Morning and The Money Map Report.

1 This statistical profile compares the demographic, income and economic characteristics of the Mexican population with the characteristics of all Hispanics and the U.S. population overall. It is based on Pew Hispanic Center tabulations of the 2008 American Community Survey. Key facts include:

• Immigration status. Nearly four-in-ten Mexicans (37.0%) in the United States are foreign born, compared with 38.1% of Hispanics and 12.5% of the U.S. population overall. Most immigrants from Mexico (63.4%) arrived in the U.S. in 1990 or later. Two-in-ten of Mexican immigrants (22.0%) are U.S. citizens.

• Language. A majority of Mexicans (61.6%) speak English proficiently.

2 Some 38.4% of Mexicans ages 5 and older report speaking English less than very well, compared with 37.3% of all Hispanics.

• Age. Mexicans are younger than the U.S. population and Hispanics overall. The median age of Mexicans is 25; the median ages of the U.S. population and all Hispanics are 36 and 27, respectively.

• Marital status. Less than half of Mexicans (48.2%) and Hispanics overall (46.5%) are married.

1 Percentages are computed before numbers are rounded.

2 Mexicans ages 5 and older who report speaking only English at home or speaking English very well.

• Fertility. Thirty-eight percent of Mexican women ages 15 to 44 who gave birth in the 12 months prior to the survey were unmarried. That was similar to the rate for all Hispanic women—38.8%—but greater than the rate for U.S. women—34.5%.

• Regional dispersion. Nearly four-in-ten Mexicans (36.7%) live in California, and one-in-four (25.2%) live in Texas.

• Educational attainment. Mexicans have lower levels of education than the Hispanic population overall. Nine percent of Mexicans ages 25 and older—compared with 12.9% of all U.S. Hispanics—have obtained at least a bachelor’s degree.

• Income. The median annual personal earnings for Mexicans ages 16 and older were $20,368 in 2008; the median earnings for all U.S. Hispanics were $21,488.

• Poverty status. The share of Mexicans who live in poverty, 22.3%, is higher than the rate for the general U.S. population (12.7%) and similar to the share for all Hispanics (20.7%).

• Health Insurance. One-third of Mexicans (34.8%) do not have health insurance compared with 31.7% of all Hispanics and 15.4% of the general U.S. population. Additionally, 20.4% of Mexicans younger than 18 are uninsured.

• Homeownership. The rate of Mexican homeownership (50.5%) is similar to the rate for all Hispanics (49.1%) but lower than the 66.6% rate for the U.S. population as a whole.

Source: Pew Hispanic

Papatel Launches Free Phone Service Nationwide for US Hispanics

Papatel, a new long-distance service that allows customers to call anywhere across the globe for free, today announced that it has launched nationwide after experiencing exponential growth during its test phase. In less than one year, Papatel has garnered more than 80,000 customers who use the service to call loved ones back home at no cost. The service is easy-to-use and takes less than five minutes to join, by logging on to www.papatel.com or calling 1-(866) PAPATEL.

Enrique Baiz, Founder and President of Papatel, commented; “many of us have families abroad, and keeping in touch with them internationally can be very costly. Particularly in this difficult economic climate, Papatel makes it free and easy to keep in touch with loved ones.”

It is so easy. Users establish an account by simply providing basic information including the numbers they will be calling from to make their long-distance calls (whether it be from the cell phone or landline) and they can start using Papatel immediately, with no strings attached. The registration, which takes less than five-minutes, is strictly confidential and the information is never shared with any other entity.

The free service is made possible through an innovative model in which advertisers place ads at the beginning of the calls and after long segments of conversation. Every week, users can acquire 1,000 free points, which allows users to call loved ones in Argentina or Mexico and talk up to 1.5 hours for free. Each time customers listen to an advertisement, they earn points, which provides them with more free long-distance minutes. Consumers can also hear weather reports or their horoscopes if they choose to.

In addition, Papatel offers users Papatel+, which is the company’s prepaid service that provides long distance rates with absolutely no advertisements. Rates to call anywhere around the world start as low as $.01. And, unlike other prepaid phone services, the balance never expires, and there are no hidden fees.

“It is the best deal a user can get for free international calls every week with no strings attached, and our prepaid and pinless international program is truly the top long-distance service in the market today,” added Baiz. “We want potential customers to know Papatel is committed to our promise, that is to offer completely free long distance service always.”

Today, Papatel has nearly 10 patents for this innovative technology, making it the world’s only free long distance service that does not require internet use. For more information or to register for the service, visit www.papatel.com, or call (866) PAPATEL.

About Papatel

Papatel is the world’s first non-internet based free phone service. Based in Miami, FL, the company currently has over 80,000 users in its first year of operation, and is rapidly expanding nationwide. For more information, visit www.papatel.com.

SOURCE Papatel

Dia de la Raza - Columbus Day

The date of Columbus’ arrival in the Americas is celebrated in many countries in Latin America, although not in Brazil, (and in some Latino communities in the United States) as the Día de la Raza (“day of the race”), commemorating the first encounters of Europeans and Native Americans. The day was first celebrated in Argentina in 1917, Venezuela in 1921, Chile in 1922, and Mexico in 1928. The day was also celebrated under this title in Spain until 1957, when it was changed to the Día de la Hispanidad (“Hispanity Day”), and in Venezuela until 2002, when it was changed to the Día de la Resistencia Indígena (Day of Indigenous Resistance) by President Hugo Chavez. Día de la Raza in many countries is seen as a counter to Columbus Day. It is used to resist the arrival of Europeans to the Americas and is used to celebrate the native races.

In the U.S. Dia de la Raza has served as a time of mobilization for pan-ethnic Latino activists, particularly in the 1960s. Since then, La Raza has served as a periodic rallying cry for Hispanic activists. The first Hispanic March on Washington occurred on Columbus Day in 1996. The name has remained in the largest Hispanic social justice organization, the National Council of La Raza.

]]> http://hispanic-marketing.com/blog/hispanic-marketing/latin-america-hispanic-marketing/dia-de-la-raza-columbus-day/feed/ 3 http://hispanic-marketing.com/blog/hispanic-marketing/strategic-alliance-between-televisa-and-genomma-lab/ http://hispanic-marketing.com/blog/hispanic-marketing/strategic-alliance-between-televisa-and-genomma-lab/#comments Tue, 08 Sep 2009 02:30:57 +0000 Target Latino http://hispanic-marketing.com/blog/?p=607 Grupo Televisa, S.A.B. (“Televisa”; NYSE: TV; BMV: TLEVISA CPO) and Genomma Lab Internacional, S.A.B. de C.V. (“Genomma Lab”; BMV: LAB B) announced today that they have signed a strategic alliance agreement to sell and distribute personal care and over the counter pharmaceuticals in the United States and Puerto Rico.

The strategic alliance will operate through Televisa Consumer Products USA (“TCP”) a company owned 51% by Televisa and 49% by Genomma Lab. The sale and distribution of Genomma Lab’s products will be an integral part of the activities of TCP.

As part of this alliance, TCP will enter into, among others, a product supply agreement with Genomma Lab. Televisa will make available its different media platforms in the United States and Puerto Rico to TCP, which will provide Genomma Lab’s brands with significant advertising in the targeted markets in line with Genomma Lab’s business model.

This will enable Genomma Lab to expand the extensive success of its brands beyond Mexico and Latin America by accessing a Hispanic market of approximately 50 million consumers with a purchasing power of over $870 billion annually while leveraging off of Televisa’s reach and name recognition in the Hispanic market.

Subject to certain conditions, the parties contemplate closing the transaction in the following months and launching operations by year end.

About Grupo Televisa, S.A.B

Grupo Televisa, S.A.B., is the largest media company in the Spanish-speaking world and a major participant in the international entertainment business. It has interests in television production and broadcasting, production of pay-television networks, international distribution of television programming, direct to home satellite services, cable television and telecommunication services, magazine publishing and publishing distribution, radio production and broadcasting, professional sports and live entertainment, feature-film production and distribution, the operation of an internet portal, and gaming. Grupo Televisa also owns an unconsolidated equity stake in La Sexta, a free-to-air television venture in Spain.

About Genomma Lab Internacional, S.A.B. de C.V.

Genomma Lab Internacional, S.A.B. de C.V. is one of the fastest growing pharmaceutical and personal care products companies in Mexico and has an increasing presence in the international markets. Genomma Lab develops, sells and markets a broad range of premium branded products, many of which are leaders in the categories in which they compete in terms of sales and market share. The Company has significantly grown its revenue and profitability through a combination of a successful new product development process, consumer-oriented marketing, a broad retail distribution network and a low-cost, highly flexible operating model.

Source: Genomma Lab Internacional, S.A.B. de C.V.

“The growth of Levelup.com is a testament to the 60 Billion Dollar Video Game market,” says Ramon Toledo, President of Busca Corp Media Network. “Through our partnership with Prodigy MSN we are well positioned as the #1 Video Game Site for the Latin American and U.S. Hispanic audience.”

Prodigy MSN is the most popular website in Mexico with over 23 million users and features a wide array of world-class services, such as Windows Live Hotmail, Windows Live Messenger, as well as video, news, and the latest in entertainment, lifestyle and sports. Our partnership aims to target the rapidly expanding video game user base which in the 1980′s meant mostly males under the age of 20 but today includes both male and female gamers under the age of 35.

Levelup.com publishes user-generated video game content alongside professionally produced media content that offers tips, strategies, reviews, comments and a place to share experiences with a fully engaged online community. With its unique platform, Levelup.com has experienced strong and steady growth since its launch in 2007.

Levelup.com also recently entered, and is aggressively attacking, the U.S. Hispanic Market and, is opening a largely untapped demographic with huge potential.

Source: Busca Corp

The Wyncrest Group, Inc., (Pink Sheets: WNCG) a niche insurance consortium, announces its position to rapidly enter the Latin American market. Wyncrest’s pending acquisition of Florida Insurance Consulting Inc. will provide an important key to our growth in the Latin American markets. With the huge growth of the Spanish speaking population in the U.S., many markets are underrepresented and many families and businesses need an insurance and financial services provider.

As recently stated in our previous press release, Southwest Financial Group has been in talks with other Insurance and Financial services companies in Broward Country, Florida that could bring the number of agents in Florida to well over one hundred. This company is also doing roughly $120,000,000.00 in premium insurance and financial sales per year. The company hopes to continue its efforts in recruiting agents and associates from strong family backgrounds with ties to the Latin American communities, Cuba and elsewhere in the Caribbean, as well as South America.

Keith Lanzara, President of the Wyncrest Group, pointed out, “America is more Latin than ever before, and the language and cultural differences that exist must be overcome if Wyncrest Group’s growth strategy in the Latin insurance industry is to be successful. Wyncrest Group’s subsidiary Southwest Financial Group welcomes the opportunity to form synergies with Florida Insurance Consulting and to develop additional business in the Latin American community.”

Targeting Latin Americans: This demographic seems to be the most sought after by insurers. Hispanics represent the largest minority group in the United States with 44.3 million or 14.8% of the population. Latin Americans are also the fastest growing minority group and account for nearly half (1.4 million) the national population growth from 2005 to 2006. In U.S. history, there has never been an immigrant group that has grown to its current size while continuing to maintain its language, cultural values and traditions This makes Latin Americans a sizeable target for marketers in all industries.

The relatively young Hispanic population, entering the workforce for the first time or moving up their individual career ladders, are seeking additional gains in buying power. This will be even more important in this decade than in the 1990s. The increasing number of Latin Americans who have successfully started and expanded their own businesses is another potent force powering the growth of this consumer market, as evidenced by the 1.2 million Hispanic-owned firms in the U.S.

Health insurance providers and hospitals have traveled online to help build their brands with Latino audiences. At the same time tax preparation and accounting services continues to grow when it comes to the total dollars invested in Spanish-language media.

Source: Wyncrest

Mundet, the delicious apple-based soft drink which has been a part of the Mexican heritage since the early 20th century, is celebrating its 100+-year heritage with an exciting Centenario promotion. Consumers have the opportunity to win exciting instant-win prizes located under special gold bottlecaps found on Mundet Green Apple and Sidral Mundet glass bottles. The grand prizes are Centenarios, Mexican bullion coins created in 1921 to honor the 100-year anniversary of Mexico’s independence from Spain, with an approximate value of $1,500 each. Additional prizes include T-shirts and teddy bears.

The first Centenario prize winner was Julissa from Calexico, CA. The Centenario promotion is national in scope. Consumers still have a chance to win prizes, including more Centenario coins, because the promotion is scheduled to run through May, 2010, or until all prizes are awarded.

Mundet soft drinks are known for their unique and delicious real-apple flavor. Sidral Mundet does not contain any flavoring (natural or artificial), since its unique flavor comes from real apples. Mundet is popular with adults and children, and is considered by many to have health benefits due to its pasteurization process and since it does not contain caffeine. Many Mexican mothers use Mundet as a hydration fluid for their children.

Since 1988, Mundet soft drinks have been distributed in the United States exclusively by Novamex (www.novamex.com). Mundet is currently one of the best-selling Mexican soft drinks in the US. Novamex is a leader in the marketing and distribution of authentic Mexican products in the United States, including Jarritos, Mineragua and Mundet, delicious soft drinks with the great authentic flavor of Mexico. In additional to product sales, marketing and distribution, Novamex provides educational and sports opportunities to children and youth in high-Hispanic markets throughout the United States, and assists hundreds of churches and non-profit organizations through the donation of soft drinks that can be sold for fundraising purposes.

Source: Mundet

Population

46.9 million

The estimated Hispanic population of the United States as of July 1, 2008, making people of Hispanic origin the nation’s largest ethnic or race minority. Hispanics constituted 15 percent of the nation’s total population. In addition, there are approximately 4 million residents of Puerto Rico.

Source: Population estimates http://www.census.gov/Press-Release/www/releases/archives/population/013733.html and http://www.census.gov/Press-Release/www/releases/archives/population/013049.html

More than 1

…of every two people added to the nation’s population between July 1, 2007, and July 1, 2008, was Hispanic. There were 1.5 million Hispanics added to the population during the period.

Source: Population estimates http://www.census.gov/Press-Release/www/releases/archives/population/013733.html

3.2%

Percentage increase in the Hispanic population between July 1, 2007, and July 1, 2008, making Hispanics the fastest-growing minority group.

Source: Population estimates http://www.census.gov/Press-Release/www/releases/archives/population/013733.html

132.8 million

The projected Hispanic population of the United States on July 1, 2050. According to this projection, Hispanics will constitute 30 percent of the nation’s population by that date.

Source: Population projections http://www.census.gov/Press-Release/www/releases/archives/population/012496.html

22.4 million

The nation’s Hispanic population during the 1990 Census — less than half the current total.

Source: The Hispanic Population: 2000 http://www.census.gov/prod/2001pubs/c2kbr01-3.pdf

2nd

Ranking of the size of the U.S. Hispanic population worldwide, as of 2008. Only Mexico (110 million) had a larger Hispanic population than the United States (46.9 million).

Source: International Data Base http://www.census.gov/ipc/www/idbsum.html and population estimates http://www.census.gov/Press-Release/www/releases/archives/population/013733.html

64%

The percentage of Hispanic-origin people in the United States who were of Mexican background in 2007. Another 9 percent were of Puerto Rican background, with 3.5 percent Cuban, 3.1 percent Salvadoran and 2.7 percent Dominican. The remainder were of some other Central American, South American or other Hispanic or Latino origin.

Source: 2007 American Community Surveyhttp://www.census.gov/acs/www/Products/users_guide/index.htm

About 45 percent of the nation’s Dominicans lived in New York City in 2007 and about half of the nation’s Cubans in Miami-Dade County, Fla.

Source: 2007 American Community Survey http://www.census.gov/acs/www/Products/users_guide/index.htm

25%

Percentage of children younger than 5 who were Hispanic in 2008. All in all, Hispanics comprised 22 percent of children younger than 18.

Source: Population estimates http://www.census.gov/Press-Release/www/releases/archives/population/013733.html

27.7 years

Median age of the Hispanic population in 2008. This compared with 36.8 years for the population as a whole.

Source: Population estimates http://www.census.gov/Press-Release/www/releases/archives/population/013733.html

107

Number of Hispanic males in 2008 per every 100 Hispanic females. This was in sharp contrast to the overall population, which had 97 males per every 100 females.

Source: Population estimates http://www.census.gov/Press-Release/www/releases/archives/population/013733.html

States and Counties

48%

The percentage of the Hispanic-origin population that lived in California or Texas in 2008. California was home to 13.5 million Hispanics, and Texas was home to 8.9 million.

Source: Population estimates http://www.census.gov/Press-Release/www/releases/archives/population/013734.html

16

The number of states with at least a half-million Hispanic residents — Arizona, California, Colorado, Florida, Georgia, Illinois, Massachusetts, Nevada, New Jersey, New Mexico, New York, North Carolina, Pennsylvania, Texas, Virginia and Washington.

Source: Population estimates http://www.census.gov/Press-Release/www/releases/archives/population/013734.html

45%

The percentage of New Mexico’s population that was Hispanic in 2008, the highest of any state. Hispanics also made up at least one fifth of the population in California and Texas, at 37 percent each, Arizona (30 percent), Nevada (26 percent), Florida (21 percent) and Colorado (20 percent). New Mexico had 891,000 Hispanics.

Source: Population estimates http://www.census.gov/Press-Release/www/releases/archives/population/013734.html

The Carolinas

The states with the highest percentage increases in Hispanic population between July 1, 2007, and July 1, 2008. South Carolina’s increase was 7.7 percent and North Carolina’s was 7.4 percent.

Source: Population estimates http://www.census.gov/Press-Release/www/releases/archives/population/013734.html

4.7 million

The Hispanic population of Los Angeles County, Calif., in 2008 — the largest of any county in the nation. Los Angeles County also had the biggest numerical increase in the Hispanic population (67,000) since July 2007.

Source: Population estimates http://www.census.gov/Press-Release/www/releases/archives/population/013734.html

97%

Proportion of the population of Starr County, Texas, that was Hispanic as of 2008, which led the nation. All of the top 10 counties in this category were in Texas.

Source: Population estimates http://www.census.gov/Press-Release/www/releases/archives/population/013734.html

48

Number of the nation’s 3,142 counties that are majority-Hispanic.

Source: Population estimates http://www.census.gov/Press-Release/www/releases/archives/population/013734.html

15%

Percent increase in the Hispanic population in Luzerne County, Pa., from July 1, 2007, to July 1, 2008. Among all counties with 2007 Hispanic populations of at least 10,000, Luzerne topped the nation in this category. Luzerne’s county seat is Wilkes-Barre.

Source: Population estimates http://www.census.gov/Press-Release/www/releases/archives/population/013734.html

313,000

The increase in California’s Hispanic population between July 1, 2007, and July 1, 2008, which led all states. Texas (305,000) and Florida (111,000) also recorded large increases.

Source: Population estimates http://www.census.gov/Press-Release/www/releases/archives/population/013734.html

20

Number of states in which Hispanics are the largest minority group. These states are Arizona, California, Colorado, Connecticut, Florida, Idaho, Iowa, Kansas, Massachusetts, Nebraska, Nevada, New Hampshire, New Jersey, New Mexico, Oregon, Rhode Island, Texas, Utah, Washington and Wyoming.

Source: Population estimates http://www.census.gov/Press-Release/www/releases/archives/population/013734.html

Businesses

Source for statements in this section: Hispanic-owned Firms: 2002http://www.census.gov/csd/sbo/hispanic2002.htm

1.6 million

The number of Hispanic-owned businesses in 2002.

Nearly 43 percent of Hispanic-owned firms operated in construction; administrative and support, and waste management and remediation services; and other services, such as personal services, and repair and maintenance. Retail and wholesale trade accounted for nearly 36 percent of Hispanic-owned business revenue.

Counties with the highest number of Hispanic-owned firms were Los Angeles County (188,422); Miami-Dade County (163,187); and Harris County, Texas (61,934).

Triple

The rate of growth of Hispanic-owned businesses between 1997 and 2002 (31 percent) compared with the national average (10 percent) for all businesses.

$222 billion

Revenue generated by Hispanic-owned businesses in 2002, up 19 percent from 1997.

44.6%

…of all Hispanic-owned firms were owned by people of Mexican origin (Mexican, Mexican-American or Chicano).

29,168

Number of Hispanic-owned firms with receipts of $1 million or more.

Families and Children

10.4 million

The number of Hispanic family households in the United States in 2008. Of these households, 62 percent included children younger than 18.

Source: Families and Living Arrangements http://www.census.gov/Press-Release/www/releases/archives/families_households/013378.html

66%

The percentage of Hispanic family households consisting of a married couple.

Source: Families and Living Arrangements http://www.census.gov/Press-Release/www/releases/archives/families_households/013378.html

43%

The percentage of Hispanic family households consisting of a married couple with children younger than 18.

Source: Families and Living Arrangements http://www.census.gov/Press-Release/www/releases/archives/families_households/013378.html

70%

Percentage of Hispanic children living with two parents.

Source: Families and Living Arrangements http://www.census.gov/Press-Release/www/releases/archives/families_households/013378.html

Spanish Language

35 million

The number of U.S. residents 5 and older who spoke Spanish at home in 2007. Those who hablan espanol constituted 12 percent of U.S. residents. More than half of these Spanish speakers spoke English “very well.”

Source: 2007 American Community Survey http://www.census.gov/acs/www/Products/users_guide/index.htm

4

Number of states where at least one-in-five residents spoke Spanish at home in 2007 — Arizona, California, New Mexico and Texas.

Source: 2007 American Community Survey http://www.census.gov/Press-Release/www/releases/archives/american_community_survey_acs/012634.html

78%

Percentage of Hispanics 5 and older who spoke Spanish at home in 2007.

Source: 2007 American Community Surveyhttp://www.census.gov/acs/www/Products/users_guide/index.htm

Income, Poverty and Health Insurance

$38,679

The median income of Hispanic households in 2007, statistically unchanged from the previous year after adjusting for inflation.

Source: Income, Poverty, and Health Insurance Coverage in the United States: 2007 http://www.census.gov/Press-Release/www/releases/archives/income_wealth/012528.html

21.5%

The poverty rate among Hispanics in 2007, up from 20.6 percent in 2006.

Source: Income, Poverty, and Health Insurance Coverage in the United States: 2007 http://www.census.gov/Press-Release/www/releases/archives/income_wealth/012528.html

32.1%

The percentage of Hispanics who lacked health insurance in 2007, down from 34.1 percent in 2006.

Source: Income, Poverty, and Health Insurance Coverage in the United States: 2007 http://www.census.gov/Press-Release/www/releases/archives/income_wealth/012528.html

Education

53%

The percentage of Hispanic 4-year-olds enrolled in nursery school in 2007, up from 43 percent in 1997 and 21 percent in 1987.

Source: School Enrollment – Social and Economic Characteristics of Students: October 2007http://www.census.gov/Press-Release/www/releases/archives/education/013391.html

62%

The percentage of Hispanics 25 and older who had at least a high school education in 2008.

Source: Educational Attainment in the United States: 2008 http://www.census.gov/Press-Release/www/releases/archives/education/013618.html

13%

The percentage of the Hispanic population 25 and older with a bachelor’s degree or higher in 2008.

Source: Educational Attainment in the United States: 2008 http://www.census.gov/Press-Release/www/releases/archives/education/013618.html

3.6 million

The number of Hispanics 18 and older who had at least a bachelor’s degree in 2008.

Source: Educational Attainment in the United States: 2008 http://www.census.gov/Press-Release/www/releases/archives/education/013618.html

1 million

Number of Hispanics 25 and older with advanced degrees in 2008 (e.g., master’s, professional, doctorate).

Source: Educational Attainment in the United States: 2008 http://www.census.gov/Press-Release/www/releases/archives/education/013618.html

12%

Percentage of full-time college students (both undergraduate and graduate students) in October 2007 who were Hispanic, up from 10 percent in 2006.

Source: School Enrollment – Social and Economic Characteristics of Students: October 2007 http://www.census.gov/Press-Release/www/releases/archives/education/013391.html

20%

Percentage of elementary and high school students combined who were Hispanic.

Source: School Enrollment – Social and Economic Characteristics of Students: October 2007 http://www.census.gov/Press-Release/www/releases/archives/education/013391.html

Names

4

The number of Hispanic surnames ranked among the 15 most common in 2000. It was the first time that a Hispanic surname reached the top 15 during a census. Garcia was the most frequent Hispanic surname, occurring 858,289 times and placing eighth on the list — up from 18th in 1990. Rodriguez (ninth), Martinez (11th) and Hernandez (15th) were the next most common Hispanic surnames.

Source: Census 2000 Genealogy http://www.census.gov/genealogy/www/freqnames2k.html

Jobs

67%

Percentage of Hispanics 16 and older who were in the civilian labor force in 2007.

Source: 2007 American Community Survey http://www.census.gov/acs/www/Products/users_guide/index.htm

18%

The percentage of Hispanics 16 or older who worked in management, professional and related occupations in 2007. The same percentage worked in production, transportation and material moving occupations. Another 16 percent worked in construction, extraction, maintenance and repair occupations. Approximately 24 percent of Hispanics 16 or older worked in service occupations; 21 percent in sales and office occupations; and 2 percent in farming, fishing and forestry occupations.

Source: 2007 American Community Survey http://www.census.gov/acs/www/Products/users_guide/index.htm

79,400

Number of Hispanic chief executives. In addition, 50,866 physicians and surgeons; 48,720 postsecondary teachers; 38,532 lawyers; and 2,726 news analysts, reporters and correspondents are Hispanic.

Source: Upcoming Statistical Abstract of the United States: 2010, Table 603 http://www.census.gov/compendia/statab/

Voting

5.6 million

The number of Hispanic citizens who reported voting in the 2006 congressional elections. The percentage of Hispanic citizens voting — about 32 percent — did not change statistically from four years earlier.

Source: Voting and Registration in the Election of November 2006 http://www.census.gov/Press-Release/www/releases/archives/voting/012234.html

Serving our Country

1.1 million

The number of Hispanic veterans of the U.S. armed forces.

Source: 2007 American Community Survey http://www.census.gov/acs/www/Products/users_guide/index.htm

Following is a list of observances typically covered by the Census Bureau’s Facts for Features series:

    African-American History Month (February)    Labor Day
    Super Bowl                                   Grandparents Day
    Valentine's Day (Feb. 14)                    Hispanic Heritage Month
    Women's History Month (March)                 (Sept. 15-Oct. 15)
    Irish-American Heritage Month (March)/       Unmarried and Single
     St. Patrick's Day (March 17)                 Americans Week
    Asian/Pacific American Heritage Month (May)  Halloween (Oct. 31)
    Older Americans Month (May)                  American Indian/Alaska
    Cinco de Mayo (May 5)                         Native Heritage Month
    Mother's Day                                  (November)
    Father's Day                                 Veterans Day (Nov. 11)
    The Fourth of July (July 4)                  Thanksgiving Day
    Anniversary of Americans with                The Holiday Season
     Disabilities Act (July 26)                   (December)
    Back to School (August)

Editor’s note: The preceding data were collected from a variety of sources and may be subject to sampling variability and other sources of error. Facts for Features are customarily released about two months before an observance in order to accommodate magazine production timelines. Questions or comments should be directed to the Census Bureau’s Public Information Office: telephone: 301-763-3030; fax: 301-763-3762; or e-mail: pio@census.gov.

Source: U.S. Census Bureau

“Do you have the sombrero? Has it arrived yet?”

It’s not the kind of question a grocery store manager overseeing the final details of a renovation would normally expect from a contractor. But for Marco Guillen, it’s just all in a day’s work.

Guillen is the point man on Publix Super Markets newest experiment — the first store outside of the company’s home turf in Florida designed to appeal to Hispanic shoppers.

The store, located in a heavily Hispanic neighborhood that Census records show is predominantly Mexican in origin, features bilingual signs and shelves stocked with more than 1,500 new Mexican and Central American items brought into the store in recent months.

Where Hispanic foods were once isolated in a single aisle, they’re now spread throughout the store. Dried guajillo chiles are piled up in a box in the produce section. Jarritos soft drinks take up shelf space near Coke and Pepsi products. Foca powder detergent is near the Tide. Colorful pinatas are scattered throughout.

“We really had to go out and challenge our suppliers to go out and get us items that are traditionally Mexican. Not Mexican-American, but Mexican,” said the company’s Atlanta spokeswoman, Brenda Reid.

The store also features a salsa bar, deli items meant to appeal to the Hispanic palate and an expanded number of Western Union terminals, popular with Hispanic immigrants sending money home. About half of its employees are bilingual, recruited from Publix stores all over metro Atlanta, Reid said.

The store has been slowly rolling out the changes for months. It formally debuts Thursday with a grand opening featuring a mariachi band and other festivities.

The effort is rooted in rising Hispanic buying power and increasing competition from ethnic groceries that cater to the fast-growing Hispanic and Asian communities, Reid said.

Hispanic buying power in Georgia has grown by 1037 percent since 1990, outstripping the 194 percent growth for the overall market by more than five times, according to the Selig Center for Economic Growth at the University of Georgia.

Hispanics now account for 5.1 percent of Georgia’s buying power and are projected to outpace the growth by all other ethnic groups, according to the center.

A spokesman for Kroger, metro Atlanta’s leading grocer, said his company hasn’t explicity labeled any one store to appeal to a specific demographic. But Glynn Jenkins said the company adjusts each store’s product mix to appeal to local tastes.

Guillen said the changes at his store have gone over well with both Hispanic and non-Hispanic customers. The store’s bright new color palette and the fact that the store only eliminated a handful of unpopular items to make way for its new Hispanic product mix continues to bring in customers of all stripes, he said.

Source: The Atlanta Journal-Constitution – Michael Pearson