Ethnic Shoppers Often Fly Under Radar

Undocumented ethnic consumers present lucrative opportunities for retailers that are willing to gauge their numbers and meet their needs, Raphael Cuellar, president of ShopRite of Passaic/Clifton, told attendees during the Understanding Multicultural Consumers session held here during last week's Food Marketing Institute Show. According to U.S. Census data, Passaic, N.J., has 41,000 households,

LAS VEGAS — Undocumented ethnic consumers present lucrative opportunities for retailers that are willing to gauge their numbers and meet their needs, Raphael Cuellar, president of ShopRite of Passaic/Clifton, told attendees during the “Understanding Multicultural Consumers” session held here during last week's Food Marketing Institute Show.

“According to U.S. Census data, Passaic, N.J., has 41,000 households, averaging three-member families with a median income of $43,000, but

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