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Recognizing the explosive growth of Asian and Hispanic populations throughout
the United States, Coast took an aggressive approach in helping clients meet
the subsequent demand by developing two comprehensive marketing and product
programs, Coast Asia and Coast Caliente. Each program was designed around two
premises: first, that national chains needed to address lost sales to smaller
ethnic grocery markets and second, that increased integration of Asian and
Hispanic cuisine into the American food landscape meant an increase in demand
across all groups. Consequently, the success of the programs depends on a solid
core of products, proper merchandising and good employee training. Coast’s
ethnic programs provide for all three, with tiered buying recommendations based
on store-by-store demographic research, PLU# stickering, customized store
signage and recipe information, special event and promotional planning based
on ethnic calendars, and informational training catalogs.
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