How Consumer Trends for Food Products Emerge in the American Market

Transforming a Forgotten Traditional Product into a SUCCESS and Icon of Culinary Innovation

Reviving a forgotten food specialty in the American market requires an innovative enhancement of its simplicity, versatility, and accessibility, with attention to the expectations of new generations. A return to origins, adaptability to culinary trends, and digital accessibility satisfy modern American consumers.

In the last 10 years, Venezuela has seen its GDP plummet by 80%, and nearly a quarter of the population has left the country in search of a better life.

Along with men and women, culinary traditions have emigrated, including a humble corn bread called “arepa”, the "daily bread" of Venezuela, which has captivated Americans and beyond.

From Caracas, the vibrant capital of Venezuela, to restaurants and street food in New York, arepas have gained popularity thanks to the growing demand for exotic and gluten-free foods.

The preparation of an arepa is a simple and quick gesture. Just form a ball with pre-cooked cornmeal and water, then flatten it and grill it. The arepa can become whatever you desire: filled with cheese and meat, beans, or seafood, even vegetables. Its versatility makes it a meal suitable for every taste and preference.

Marlyn Quiroga, formerly a lawyer in Venezuela, embarked on her journey to New York five years prior. Initially, without any culinary experience, she did odd jobs to survive. But in 2021, something extraordinary happened: by opening an arepa catering business, she turned her passion for this food into a huge entrepreneurial opportunity. Door to door in Queens neighborhoods, Marlyn distributed free samples of arepas, aiming to make this typical Venezuelan food known and appreciated.
Success was not long in coming. People were fascinated by the simplicity and unique taste of arepas. More and more people in New York, the "City that Never Sleeps," began to prefer gluten-free arepas over traditional bread.

The Renaissance of a Culinary Treasure: Relaunching a Traditional Product with an Innovative Vision for New Generations

What is missing today in the diverse offering of traditional foods in the United States?
Practically nothing, as every ethnicity has taken advantage of introducing and adapting their food specialties.
However, paradoxically, it is the saturation of the food market and culinary specialties that makes the lack of novelty felt.

What the Success Story of Arepas Teaches 1)

To succeed in America in the food market of traditional products, it is necessary to rediscover and relaunch forgotten traditions, giving them a new life on American consumers' tables.

• Action: Contact stakeholders like Coldiretti and identify neglected food specialties in a territory.

What the Success Story of Arepas Teaches 2)

Simplicity in the culinary field holds an irresistible allure as it refers to an archaic cuisine practiced for centuries or millennia.
The forgotten traditional product, often characterized by a short and accessible ingredient list, offers a call to purity and authenticity.
The new generations, increasingly oriented towards a healthy and sustainable lifestyle, are attracted to foods that respect these principles, thus highlighting the potential for the revival of this product.

• Action: Select traditional products composed of a few easily accessible ingredients.
   

What the Success Story of Arepas Teaches 3)

Versatility is a crucial aspect to capture the new generations.
The identified traditional product, often limited in its application, can be reinterpreted and adapted to current culinary fashions and trends.
Exploring new combinations of flavors and creative presentations can transform it into an appealing and appreciated food even by discerning palates.
Its ability to adapt to different occasions and be part of unique or accompanying dishes makes it an attractive ingredient for new generations seeking innovative gastronomic experiences.

• Action: Collaborate with a chef who can enhance the product by creating original proposals

What the Success Story of Arepas Teaches 4)

Accessibility in the digital age: accessibility and usability are determining factors for the success of a food product.
The relaunched traditional product must be easily obtainable online, offering a convenient solution for the needs of increasingly connected and dynamic new generations.
The possibility of ordering and enjoying this product with a simple click or finding it in trendy outlets makes the culinary experience more immediate and appealing to young modern consumers.

• Action: the new generations are the target of the culinary renaissance. Their curiosity, open-mindedness, and desire to experiment make it possible to relaunch a forgotten traditional product. Actively involving them in the process of rediscovering and promoting the product creates an emotional bond and a sense of belonging, thus creating a solid base for its dissemination and success among younger consumers. The new generations are always in search of unique, authentic culinary experiences that can tell a story.