Puerto Rican Ethnic Food Project
By: Trayvon Johnson, Jennifer Ray and Wilfredo Cruz
Dr. Vince Carter
Marketing 490: Spring Quarter 2006
California State University Bakersfield
May 31, 2006
Project Objective A
1.) Earth
http://en.wikipedia.org/wiki/Puerto_Rico
This link gives a geographical view of the country of Puerto Rico. Puerto Rico, the
smallest of the Greater Antilles, includes the main island of Puerto Rico and a number of
smaller islands and keys, including Mona, Vieques, and Culebra. Puerto Rico is a
commonwealth of the United States located east of the Dominican Republic in the
northeastern Caribbean.
http://welcome.topuertorico.org/geogra.shtml
This site gives information of the land mass of Puerto Rico. Its coasts measures
approximately 580 km, and if the adjacent islands Vieques and Culebra are included the
coast measures approximately 700 km. To the north and south seas capes measure 8.525
m for the Grave of Puerto Rico and 5.000 m for the Grave of Tanner. Off the northern
coast is the 28,000 feet (8,500 meters) deep Puerto Rico Trench, and to the south the sea
bottom descends to the 16,400 feet (5,000 meters) deep Venezuelan Basin of the
Caribbean. The territory is very mountainous (cover 60%), except in the regional coasts,
but Puerto Rico offers astonishing variety: rain forest, deserts, beaches, caves, oceans and
rivers. Puerto Rico has three main physiographic regions: the mountainous interior, the
coastal lowlands, and the karst area.
Different classification schemes exist for the soils of Puerto Rico. One
physiographic approach, based on a scientific classification by the U.S. Soil Conservation
Service, can be summarized into five general soil types: humid coastal plains, semiarid
coastal plains, humid uplands, semiarid uplands, and humid upland valleys.
http://welcome.topuertorico.org/geogra.shtml
This link gives us the natural resources, land use, environmental hazards, and
climate of Puerto Rico. Puerto Rico’s natural resources are some stone, fish, copper and
nickel, potential for on-shore and off-shore crude oil. The land consists of 3.95% used for
arable land. There is 5.52% of land used for permanent crops, and 90.53% is used for
other various things. The hazards that Puerto Rico face are droughts that are caused by a
reduction in the reservoirs and hurricanes that plague the Caribbean countries. The
climate is Tropical Marine with regular temperature of 80°F (26°C). Puerto Rico enjoys
warm and sunny days most of the year. Lightweight clothing is appropriate year-round.
The winds, which blow from the East, are moderate temperatures and rainfall. In the
interior, the temperature fluctuates between 73°F and 78°F (22°C and 25°C).
2.) History
These links give insight into the history of Puerto Rico and the people that first inhabited
the country. Also, the links give information on the outside influences that affected the
customs and values that make up Puerto Rico.
http://en.wikipedia.org/wiki/Puerto_Rico
An archeological dig in the island of Vieques in 1990 found the remains of what is
believed to be an Arcaico man (named Puerto Ferro man) which was dated to around
2000 BC (4000 years ago). Afterwards, between 120 and 400 AD, the Igneri, a tribe that
preceded both the Caribs and Taínos, arrived on the island. Between the 7th and 11th
century the Taíno culture developed on the island and by approximately 1000 AD, the
Taíno culture had become the dominant culture on the island. They maintained this
dominance until the arrival of the Spanish in 1493.
The Igneri were a peaceful pre-Colombian culture that was once part of the Arawak tribe.
They are said to have originated in the Orinoco region in Venezuela. They inhabited the
Lesser Antilles and Puerto Rico. In Puerto Rico they were preceded by the Arcaico
(Archaic) culture, who are believed to have originated in Central America, and followed
by the Taíno culture, who came from South America. In the Windward Islands they were
preceded by the Ortoroid culture, who came from South America, and were displaced or
assimilated by the Island-Caribs, who also originated in South America. The Igneri are
believed to have arrived to Dominica in the year 400 while in St. Croix they are believed
to have arrived in 650. They were characterized by their advanced pottery and their canoe
craftmanship. They also brought horticulture to the Antilles. In Puerto Rico around the
year 1000 the Igneri culture was replaced by the Taíno culture.
Carib or Island Carib is the name of a people of the Lesser Antilles islands, after whom
the Caribbean Sea was named; their name for themselves was Kalinago for men and
Kallipuna for women. Over the century leading up to Christopher Columbus's arrival in
the Caribbean archipelago in 1492, the Caribs are believed to have displaced the
Maipurean-speaking Igneri people from the southern Lesser Antilles.
The islands also raided and traded with the Eastern Taíno of the Virgin Islands and
Puerto Rico. The Caribs were the source of the gold which Columbus found in the
possession of the Taíno; gold was not smelted by any of the insular Amerindians, but
rather was obtained by trade from the mainland. The Caribs were skilled boat builders
and sailors, and seem to have owed their dominance in the Caribbean basin to their
mastery of the arts of war.
The Caribs were themselves displaced by the Europeans, and were eventually all but
exterminated during the colonial period. However they were able to retain some islands,
such as Dominica, Saint Vincent, Saint Lucia, and Trinidad. The Black Caribs (Garifuna)
of St. Vincent who had mixed with marooned black slaves from a 1675 shipwreck were
deported in 1795 to Roatan Island, off Honduras, where their descendants, the Garífuna,
still live today.
The Taíno are pre-Colombian indigenous Amerindian inhabitants of the Bahamas and
the Greater Antilles islands, which include Cuba, Hispaniola (Haiti and the Dominican
Republic), Puerto Rico, and Jamaica. The seafaring Taíno are relatives of the Arawakan
peoples of South America. Their language is a member of the Maipurean linguistic
family, which ranges from South America across the Caribbean, and is thought to have
been part of the larger, hypothetical group of Arawakan languages that would have
spread over an even wider area. The Taíno of the Bahamas were known as the Lucayan.
Some scholars distinguish between the Neo-Taíno nations of Cuba, the Lucaya of the
Bahamas, Jamaica, and to a lesser extent of Haiti and Quisqueya (approximately the
Dominican Republic) and the true high Taíno of Boriquen (Puerto Rico). They consider
this distinction important because the Neo-Taíno had far more diverse cultural input and
a greater societal and ethnic heterogeneity than the original Taíno.
http://en.wikipedia.org/wiki/Puerto_Rico
When Europeans first arrived, the island of Puerto Rico was inhabited by a group of
Arawak Indians known as Taínos. The Taínos called the island "Borinkén." The first
European contact was made by Christopher Columbus during his second voyage to the
Antilles, on November 19, 1493. Some say that Puerto Rico was not discovered by
Columbus but by Martin Alonzo Pinzón in 1492 when he separated from Columbus and
went exploring on his own. The Pinzón family was given one year by the Spanish court
to start a settlement in Puerto Rico which would give them a claim to the island.
However, they did not succeed. Originally named San Juan Bautista, in honor of Saint
John the Baptist, the island ultimately took the name of Puerto Rico (meaning Rich Port),
while the name San Juan is now delegated to its capital and largest city. Spanish
conquistador Juan Ponce de León became the island's first governor to take office, while
Vicente Yáñez Pinzón was the first appointed governor, although he never arrived on the
island.
The island was soon colonized by the Spanish and African slaves who were introduced as
labor to replace the decreasing populations of Taino Indians who were being forced to
work for the Spanish crown. Puerto Rico briefly became an important stronghold and port
for the Spanish empire in the Caribbean. However, colonial emphasis during the late
17th–18th centuries focused on the more prosperous mainland territories, leaving the
island impoverished of settlers. Concerned about threats from its European enemies, over
the centuries various forts and walls were built to protect the port of San Juan. Fortresses
such as La Fortaleza, El Castillo San Felipe del Morro and El Castillo de San Cristóbal
were built. The French, Dutch and English made attempts to capture Puerto Rico, but
failed to wrest long-term occupancy of the island.
In 1809, while Napoleon occupied the majority of the Iberian peninsula, a populist
assembly based in Cadiz recognized Puerto Rico as an overseas province of Spain with
the right to send representatives to the Spanish Court. The representative Ramon Power y
Giralt died soon after arriving in Spain; and constitutional reforms were reversed when
autocratic monarchy was restored.
Toward the end of the 19th century, poverty and political estrangement with Spain led to
a small but significant uprising in 1868 known as "El Grito de Lares". The uprising was
easily and quickly crushed. Leaders of this independence movement included Ramón
Emeterio Betances, considered the "father" of the Puerto Rican nation, and other political
figures such as Segundo Ruiz Belvis. Later, another political stronghold was the
autonomist movement originated by Román Baldorioty de Castro and, toward the end of
the century, by Luis Muñoz Rivera. In 1897, Muñoz Rivera and others persuaded the
liberal Spanish government to agree to a Charters of Autonomy for Cuba and Puerto
Rico. .
Soon after Christopher Columbus brought European culture to Puerto Rico and the rest of
Latin America, the Europeans began to sell slaves to rich farmers or landowners who
came from Spain to Latin America. Many of the slaves who came to Puerto Rico were
from Congo Mayombe religions such as "Palo Monte" were an intrinsic part of Puerto
Rico's early spiritualist history before Allan Kardec, the Ashanti, Yoruba and Bantu
tribes. In all, 31 known African tribes were brought to the island from Central and West
Africa through the slave trade.
It is believed that many slaves entered Puerto Rico through the island's east side, hence
the large population of blacks from San Juan to Vieques. Ponce and Mayagüez have large
populations that came from Cuba, Haiti, and Colombia. During the years of indigenous
and African slavery, miscegenation was rampant. Tainos were believed to have been
raped by Spaniards, and they also intermarried with the incoming Africans.
In Puerto Rico, as in many other countries, slave owners would insult black workers and
make them labor under poor working conditions for little or no money. They also abused
them physically, sometimes injuring or killing them. Some slave owners would also rape
black women and girls, including the wives of the male slaves. These types of abuses, of
which most Puerto Ricans born during the 20th century had little knowledge, were
exposed in many of Abelardo Diaz Alfaro's books written during the 1940s. Diaz Alfaro
opposed racism and his writing reflected those sentiments.
As in most countries where slaves were brought over from Africa, in Puerto Rico slaves
were assigned new last names. Slaves usually took their owners' Spanish names, passing
the adopted last names to their children, and so on. Many slaves worked in sugarcane
fields, others in manufacturing or other types of jobs.
After the annihilation of Puerto Rico's Taino population, Africans were brought to the
island to provide labor for the short-lived gold mining industry. When the gold ran out, so
did most of the white population. Fortune hunting Europeans abandoned Puerto Rico to
seek riches in Mexico and South America. The Spanish Crown used a subsidy from its
gold producing colonies on the mainland, called El Situado to maintain a garrison and
forts in San Juan. Puerto Rico was the last stop in the Greater Antilles before the long
voyage to Europe for Spanish ships laden with gold.
However, with few whites and no Tainos, to provide a population base to support the
garrison, the Spanish government sought to alleviate this problem by offering freedom to
Black people from non-Spanish colonies who immigrated to Puerto Rico. Although this
became official through a Spanish edict in 1664, this process already was occurring since
about 1570. Initially, most of this population settled in Cangrerjos (today, Santurce).
However, the entire northeast coast, from Cangrejos through Carolina, Loíza, Canóvanas,
Fajardo to Culebra and Vieques, was settled by this immigrant Black population.
Consequently, the majority of Puerto Rico's population from the end of the 16th Century
to the beginning of the 19th Century was Black and/or Mulato.
Puerto Rico had the oldest and largest Free Black population in the Western Hemisphere,
during the era of the African Slave trade. This free Black population was largely
responsible for keeping Puerto Rico Spanish. They played key roles in repelling every
European invasion of the island, especially the last British invasion attempt in
1797(which helped to end British expansion in the Caribbean). Black militia from Puerto
Rico served under the Spanish Armed forces in Haiti, Venezuela and in the American
War of Independence. There were several notable Black or Mulato Puerto Ricans who
contributed to the island's history during this period, Jose Campeche, the island's first
famous painter, Miguel Henriquez, the Corsair, whose ships defeated a British fleet off
the island of Vieques in 1714, Rafael Cordero, a self taught educator who in the early
19th Century, tutored the island's future political leaders and his sister, Celestina who
attempted to create the first school for girls in Latin America, seventeen years before her
brother started his school. This free Black population essentially created and developed,
what is known as Puerto Rican culture, especially in music and in its culinary traditions
On July 25, 1898 at the outbreak of the Spanish–American War, Puerto Rico, being a
colony of Spain, was invaded by the United States of America with a landing at Guánica.
Spain was forced to cede Puerto Rico, along with Cuba and the Philippines, to the United
States under the Treaty of Paris (1898). In 1917, the Jones-Shafroth Act approved by the
United States Congress granted Puerto Ricans U.S. citizenship so that they could be
recruited as soldiers for WWI (Puerto Ricans remain U.S. passport-holding citizens).
Natural disasters and the Great Depression impoverished the island. Some political
leaders demanded change; some, like Pedro Albizu Campos.
Luis Muñoz Marín, first democratically elected governor of Puerto Rico. Change in the
nature of the internal governance of the island came about during the later years of the
Roosevelt–Truman administrations, as a form of compromise spearheaded by Luis
Muñoz Marín and others, and which culminated with the appointment by President Harry
Truman in 1946 of the first Puerto Rican-born governor, Jesus T. Piñero. In 1947, the
United States granted the right to democratically elect the governor of Puerto Rico. Luis
Muñoz Marín became the first elected governor of Puerto Rico in the 1948 general
elections, serving as such for 16 years, until 1964.
Starting at this time, there was heavy migration from Puerto Rico to the continental
U.S.A. in search of better economic conditions. In 1945 there were 13,000 Puerto Ricans
living in New York City - by 1955 there were 700,000, and by the mid-1960s there were
over a million.
On November 1, 1950, Puerto Rican nationalists Griselio Torresola and Oscar Collazo
attempted to assassinate President Harry S. Truman. Subsequently, Truman allowed for a
genuinely democratic referendum in Puerto Rico to determine whether Puerto Ricans
desired to draft their own constitution. Puerto Rico adopted its own constitution in July
25, 1952 which adopted the name "commonwealth" for the body politic and which is
used by many as the name of Puerto Rico's current relationship with the United States.
During the 1950s Puerto Rico experienced a rapid industrialization, with such projects as
Operation Bootstrap which aimed to industrialize Puerto Rico's economy from
agriculture-based into manufacturing-based.
Present-day Puerto Rico has become a major tourist destination and a leading
pharmaceutical and manufacturing center. Still, Puerto Rico continues to struggle to
define its political status. Three locally-authorized plebiscites have been held in recent
decades to decide whether Puerto Rico should request independence, enhanced
commonwealth status, or statehood. Narrow victories by commonwealth supporters over
statehood advocates have not yielded substantial changes in the relationship between the
island and the United States.
3.) Culture
http://welcome.topuertorico.org/culture/folklore.shtml
The Puerto Rican culture consists of the Spanish, Tainos, and African cultures combined.
The Tainos traditions were passed down from recorded accounts made by Spanish
colonialist. Some of the Tainos language was incorporated into the culture because the
Spanish settlers used the language to describe what they saw when they first arrived on
the island.
Among many of the African customs and beliefs Santería played and still play an
important role in Puerto Rican Folklore. The practice of Santería dates to the fifteenth
century when its earliest practitioners - members of the Yoruba people of West Africa were brought to Puerto Rico as slaves. Not allowed to practice their traditional religion,
the Santería priests, called Santeros, hid their rituals under the guise of Roman Catholic
figures. To find more about Santería and its rituals you should visit a Botánica, a
specialized shops that retail a variety of articles such as figurines of plastic, wood, wax
and porcelain, pictures of saints, rosary beads, candles, dried herbs, amulets, prayer
books, and other religious pieces, mixing Christian, African and Caribbean motifs.
One of the most prominent Puerto Rican figures is "el jíbaro" (hillbilly), a country person
from the mountainous interior, is an idealized folk hero, common in island literature and
the arts. The jíbaro continues to fascinate artists of various disciplines, and the term is
used on a daily basis as a sign of affection, but occasionally as an insult.
Puerto Ricans celebrate Christmas for a longer period of time than people in the states.
They begin the day after Thanksgiving and don’t end until January 6. They celebrate the
season with music, food, and family.
Each town celebrates an annual festival to honor its patron saint. The festivities usually
last as week and features dances, food, parades and religious processions. There are also
other holidays, sometimes called carnivals, that have been adopted from Catholic or
pagan traditions. Special folk festivals, usually featuring an important product to the
region, also take place, such as Yauco's "Festival Nacional del Café".
Throughout history there have been interesting similarities in the wedding traditions all
around the world, but there are also some differences in the way they get married and
celebrate such event. One unique characteristic of a Puerto Rican wedding is the bridal
doll. A bridal doll, in a dress identical to the brides' gown, is usually placed on the head
or center table with souvenirs attached to its dress. During the reception, the bride and
groom will walk to each person and thank him or her for their presence at the nuptials.
Each person is then pinned with a souvenir, some people in return pins dollars into the
doll's dress.
The quinceañera tradition started centuries ago with the indigenous people as an
important social ritual to commemorate the transition from adolescence to womanhood.
At that time, fifteen year old girls were taken from their families to prepare for
womanhood by learning about the history and traditions of her people. The return of the
girl to the community was cause for a great celebration because of her new found
knowledge and understanding of what womanhood entailed. Today, this celebration often
includes a religious ceremony at church, more often practiced in the Catholic Church,
although other religions have similar services to celebrate the young woman's coming of
age, followed by a party.
http://www.tqnyc.org/wiki/NYC030493/PUERTO_RICO.html
Music is part of the Puerto Rican way of life. They love to sing and dance during fiestas
and festivals. Different types of music and like the Merengue, Salsa, Danza, Plena,
Bomba, and Cha- Cha are all very popular and very much tied into the culture.
4.) Values
http://en.wikipedia.org/wiki/Puerto_Rican_Identity_and_Heritag
Puerto Ricans are very proud people. As can be seen all around the island and all over the
U.S. They have flags, stickers, apparel, and many other objects and items that show the
pride of their “patria”, or motherland.
http://www.aciprensa.com/noticia.php?n=4226
Younger kin do not leave their older kin without asking for their blessing or “la
bendicion”. This is done each time the younger leave the older. This was a tradition
brought to the island by the Spanish in the 1700’s. It deals with the Spanish’s infatuation
with the Catholic Church.
Project Objective “B” – Product – Arroz con Gandules
1. Form
Arroz con gandules is a plate that is becoming very popular amongst the Puerto Rican
youth as more parents show there children how to cook the plate. Because the different
regions of Puerto Rico make the plate different there is one universal way to make the
plate. Most of the time, families don’t have access to all the ingredients needed to make
the plate from the desired specific region of Puerto Rico. Here is the site for the universal
type of arroz con gandules that is made.
http://www.caribbeanseeds.com/arrozcongandules(recipe).htm
The recipe given here is the northern part of the islands take on the dish. This recipe can
have many different ingredients. Everything from the spices to the meat and vegetables
put in the plate can differ, which gives the plate a distinct taste.
As can be seen in many plates on the island. There is a big influence from all three races
of people that compromise the Puerto Ricans. This link talks more about the different
types and origins of many Puerto Rican plates, including arroz con gandules.
http://welcome.topuertorico.org/culture/foodrink.shtml
2. Function
The main ingredient of arroz con gandules is the actual gandules. Around the world this
legume is known as Pigeon Peas. This site gives some insights on Pigeon peas. It talks
about their harvesting and production, amongst other factors that pertain to the cultivation
of this wonderful legume.
http://www.hort.purdue.edu/newcrop/duke_energy/Cajanus_cajun.html#Harvesting
During the 1700’s this plate was first introduced to the island of Puerto Rico. Although, it
was much simpler, the preparation of the plate has stayed very much the same. This plate
has a thick history behind it. The plate is prepared mostly for the “big” holidays
celebrated both on the island and in the United States. Along with appetizers and dessert,
arrroz con gandules in actually a main plate that is eaten during these holidays. Although
the plate has no added significance to the holidays in which they are eaten, it is still a
staple for all Puerto Rican families.
The rice used in this plate is from Spanish origin. While the spices are from all three
races of people that made Puerto Ricans. The vegetables and gandules used in the plate
are mainly from the Taíno’s cultivation of the land, pre-Spanish era.
3. Facilitation
This food is very important to the Puerto Rican heritage because it helps remind Puerto
Rican’s that they are not just one race, but a mix of many people and nationalities that
have made them who they are now.
Match- Part C
1.Triangulation:
User
Universal Values
Performance Value:
Complete Meal in
Need
Minutes,
100%
guaranteed to leave
consumer
feeling
full and satisfied.
Vitamins
and
nutrients included in
mix for a wellbalanced diet.
Personal Values
Want
Emotional:
Traditional ethnic
meal, reminds target
of their roots and
their
heritage.
Serves as many as 6
at
one
time,
resulting in a sense
of
family
and
togetherness.
Payer
Price:
Price per box is
$8.00. This price is
set minimally higher
than
competitor
pricing because of
the expensive spices
and
higher
production costs we
have
encountered
vs. others.
Buyer
Service:
All components of
the product clearly
labeled and easy to
mix together and
money
back
guarantee if not
satisfied
Financing:
Applying for and
receiving
credit
does not apply to
our product, but
customers
are
welcome to pay any
way the retailer will
allow.
Convenience:
Available in grocery
stores,
tienditas,
carnecerias,
and
online. Does not go
bad after sitting on a
shelf and is fast and
easy
to
make.
Quick dinner ideas,
appeals to the “big
city” fast paced
lifestyle.
This traditional Puerto Rican dish, Arroz con Gandules, is at the heart of every
pure Puerto Rican family. This is a signature meal, and offering it in this boxed form will
allow young Puerto Ricans who love to eat Arroz con Gandules to continue to eat it when
they leave home and take the tradition with them. The spices and mixes included in the
boxed product will make it hard for any Puerto Rican to tell the difference between slow
cooked Arroz con Gandules, and our boxed product. It is offered at an affordable priced,
and any left overs that may be available re-heat and preserve the same freshness and
good-taste. This is a high-quality product that saves the customer time and money, for
we have already mixed and retrieved all of the ingredients prior to packaging. This
product can be stored at room-temperature for as long as 18 months. Our target market
needs us to provide them with a high-quality, excellent tasting authentic meal that tastes
good, is offered at an affordable price, and delivers a high service value which would
include clarity and quickness.
The point of offering this dish in a convenience quick-meal form is to associate
original Puerto Rican culture and values in food-form without spending hours slaving in
the kitchen. It is also to remind the Puerto Ricans that this dish has been around since the
early 1700’s and is still ever so popular and modernized by the way we offer it. We have
so much faith in our product that it will deliver this basic goal and more by enlightening
traditional Puerto Ricans that they can receive the same flavorful taste from our product
rather than collecting all of the ingredients and doing it themselves in a long-process type
of way. We also plan on introducing the Puerto Rican culture to young adults and
advancing their taste in a way they never thought possible.
1. Target
Our product targets multiple groups: young adults (18-25), dual income families
where time is of the essence, and seniors. There are over 9 million Puerto Ricans
living in the United States (according to the 2000 census), which make it the
second largest Latino group in the United States (according to the 1990 census).
The 170 billion dollar Hispanic market will be used to our advantage by
advertising specifically to them and identifying culturally and historically.
http://health.csuohio.edu/healthculture/culture/puertorican/prhealth.htm
http://www.nhlbi.nih.gov/health/prof/heart/latino/lat_pop.htm
http://www.foodproductdesign.com/archive/1996/0396PR.html
Nearly 700,000 Puerto Ricans live in New York, out of three million. Our biggest
market for selling this product would be in New York, with other high Puerto
Rican populous areas such as Connecticut, Philadelphia, Massachusetts and
Illinois.
http://www.nahj.org/resourceguide/chapter_3d.html
2. Taste
Brand Name: Agueybanas: Arroz Con Gandules. Our slogan is “Sabor Para
Hoy!” (Taste For Today).
Packaging: Our packaging design will be bright and eye catching. It will be the
colors of the Puerto Rican Flag on the back (because Puerto Ricans are very
prideful and boast often times about their country with wearing headbands,
wristbands, etc. with the Puerto Rican Colors: Red, White and Blue. Red
represents bloodshed, white represents bravery, and blue represents the three
branches of government (also represents the waters of Puerto Rico). On the front,
it will be a beautiful portrait on the Puerto Rican Island.
Events: Every year in Rochester, NY a Puerto Rican festival occurs in midAugust and is a huge celebration. Here, we will set up a kiosk and promote our
product as well has handing out free samples and taste tests. We will set up a
station to test the knowledge of our true Puerto Rican Culture: similar to the coke
vs. Pepsi test, we will have our cooked product on one of the trays and slowcooked Arroz con Gandules on another tray to see if the consumer can tell the
difference. Prizes will be awarded and free promotional items will be available as
well. We will also set up kiosks in the Tienditas (English translation: little
stores), which are the markets Hispanic people tend to shop at rather than grocery
stores, and grocery retailers, playing traditional Puerto Rican Music in the
background and the distinct smell of the fresh spices and warmth of the product
will be in the air.
www.prfestival.com/main.htm
We will also sign a contract with Carlos Ortiz, a three time world boxing
champion, twice in the lightweight division and once in the Jr. Welterweights. He
represents Puerto Rico with pride and strength, and because he eats our arroz con
gandules for nutrients and strength, so can you!
http://en.wikipedia.org/wiki/Carlos_Ortiz
Brand Architecture: This is where we bring the four Ps together.




Product: Arroz Con Gandules
Place: Sold in specialty Hispanic markets, meat markets, and grocery
stores. We also plan on marketing our product to colleges (specifically
those who have higher volumes of Hispanics) to sell/include on their menu
so college students stay connected with their roots and/or are exposed to
fabulous Puerto Rican food that just takes minutes.
Price: We will sell this product for $8.00 a box. This price has been set
because the production costs are higher, all spices/ingredients are hand
picked and carefully pre-mixed together, and more expensive. We want to
tailor to our customer, and we feel this price is an example of the value
and quality of the product they are receiving.
Promotion: As presented earlier, we will sign a contract to have Carlos
Ortiz endorse our product. He is associated with strength and traditional
Puerto Rican culture. We will sample in the stores and set up at the Puerto
Rican Festival in Rochester, and well as associate ourselves to our
powerful color scheme and pungent taste.
Our Arroz Con Gandules boxed product will be a new revelation for the Hispanic Culture
altogether. The Latino Culture is the fastest growing culture in the United States right
now, and people who aren’t of Hispanic origin want to learn about it, and that’s why we
aren’t singling this out. This product represent the Puerto Rican Culture and Values to a
tee, and will be appealing not only to Puerto Ricans, but to young adults, families, and
seniors who crave a fast meal with authentic, genuine taste.
Needs/Wants
Personal Physical:
http://factfinder.census.gov/servlet/SAFFIteratedFacts?_event=&geo_id=01000US&_geo
Context=01000US&_street=&_county=&_cityTown=&_state=&_zip=&_lang=en&_sse
=on&ActiveGeoDiv=&_useEV=&pctxt=fph&pgsl=010&_submenuId=factsheet_2&ds_n
ame=DEC_2000_SAFF&_ci_nbr=402&qr_name=DEC_2000_SAFF_R1010&reg=DEC
_2000_SAFF_R1010%3A402&_keyword=&_industry=
this link goes directly to a fact sheet for the Puerto Rican ethnic group from the census
that gives information about household, ages, medians, etc.
http://welcome.topuertorico.org/people.shtml
This link talks about migration to the new country, hospitality characteristics,
populations, and much more.
http://health.csuohio.edu/healthculture/culture/puertorican/prhealth.htm
This site discusses Puerto Rican health issues as far as physical and mental health, etc.
Environmental Physical:
http://www.answers.com/topic/puerto-rico?method=22
This link could be filled in almost all of these titles, but fits under environmental physical
because it includes a huge section on terrain, climate, location, old country home-land,
etc.
http://www.southtravels.com/america/puertorico/weather.html
This link also talks about the weather and climate in Puerto Rico.
Individual Contextual:
http://users.crocker.com/~amedpub/rc21d/prdem.htm
This link talks about the education levels (males vs. female)
http://welcome.topuertorico.org/culture/folklore.shtml
This link goes into great detail about Puerto Rican folklore and mythology, important
holidays, festivals, important events in the culture, etc.
http://welcome.topuertorico.org/people.shtml
This link talk about the religion of Puerto Rico, how it is dominantly Catholic, and other
religious stats.
http://www.prfdance.org/YorubaCulture.htm
This link talks about how Puerto Rican culture is linked back to the Tainos, who are
interrelated with Yoruban art and philosophy.
Environmental Context:
http://welcome.topuertorico.org/reference/taino.shtml
The site talks about the Taino tribe and how they originated, who they were, and how
they played such a huge part of Puerto Rico’s history.
http://www.absoluteastronomy.com/enc1/ta%C3%ADno
This site talks about how the Tainos used cotton, hemp, and palm extensively for fishing
nets and ropes. It also talks about early Taino traditions and way of living.
http://www.theworldwidegourmet.com/countries/westindies/puertorico.htm
This link talks about the agriculture and sugarcane and the importance in Puerto Rican
culture.
Roles/Values:
A chart of this is included in our report under Part C.