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Millennials are killing the ethnic corridor – and that’s a good thing



  • “Ethnic” is a word and a category of food that is becoming more and more obsolete as American tastes change.
  • Krishnendu Ray, an associate professor and head of the food and nutrition studies department at New York University, told Business Insider that “ethnic” is a residual category that encompasses anything perceived as neither black nor white.
  • Traditional tastes have become more diverse and inclusive as immigrant millennials, who are nearly twice as likely to have a college education than previous generations, have gained purchasing power.
  • But even as the American taste of food is becoming culturally more diverse, that doesn̵
    7;t always translate into financial benefits for people from cultures creating new traditional foods.
  • Visit the Business Insider home page for more stories.

Salsa, soy sauce and masala have nothing in common. So why are these seemingly random ingredients often grouped together in one section of the grocery store: the ethnic aisle?

“In 2020, this no longer looks like the way people interface with these kitchens,” Vanessa Pham, one of the co-founders of direct-to-consumer startup Omsom, a manufacturer of Asian starter kits, told Business Insider.

“The grocery store layout should be mapped to the appearance of the rest of the country. The noodles should be next to the pasta. The Asian toppings should be next to the Western toppings,” added Pham.

The definition of “mainstream” in American cuisine is in perpetual motion, as is the definition of what is outside it, according to Krishnendu Ray, an associate professor and head of the department of nutrition and food studies at New York University.

The word “ethnic” has always existed in American culture as a way to classify things that weren’t considered black or white, Ray said. At one time, Italian food was considered “ethnic”. That changed when people started thinking of Italian Americans as white.

“People are starting to realize that ethnicity is this residual category that looks outdated and some take offense. For some people, classifying things as” ethnic “sounds a bit like using” black “or” oriental “today. “Ray said.

Kim Pham, Vanessa’s sister and Omsom’s other cofounder, told Business Insider that the ethnic shift actually strengthens “the other.”

“Having them all in one aisle speaks to the regularity with which one would expect these products to be used,” said Kim.

“We are a little bit abandoned,” Sana Javeri Kadri, the founder of the spice company Diaspora, Co., also told Business Insider. “For me, it’s where everything delicious lives. Everything that tastes like is in that aisle. . “

The civil rights movement has been instrumental in transforming the way Americans consume food, Ray said. Previously, the foods and goods consumed by the upper class were “largely uniform”. But since the civil rights movement, income and higher education levels have become increasingly correlated with being a cultural “omnivore” or consuming things from a wide variety of cultures.

Today, American palettes have become more diverse than ever, due both to a growing interest by white millennials in foods with global origins, and to the increased purchasing power of immigrants and ethnic minorities in the United States. Immigrant millennials are nearly twice as likely to be high-income, college-educated individuals than the previous generation.

Turmeric is an “ethnic” spice that has recently gained popularity, especially in wellness circles and high-end cafes, Kadri said. It doesn’t care who uses the “ethnic” ingredients or how, as long as the people who invented them get the credit and benefit financially. But according to Kadri, that’s usually not the case.

“The traders and translators tend to be white bearded men,” he said.

And while the “ethnic” aisle gives founders the opportunity to “authentically express their cultures,” it also means that “ethnic” food companies end up competing for very little shelf space, Miguel Garza told Business Insider. Sei Family Foods CEO.

“I don’t get it. If something like salsa is now the number one condiment in the United States, why should it be relegated to a corridor?” Garza said.


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