Exportación de pan de yuca a Estados Unidos (Estado de Nueva York)

Abstract

Promoting and sustaining exports of non-traditional products is a challenge for a country like Ecuador, since competing at an international level requires investment, specialization, and compliance with high quality standards. Within this category of products is cassava bread, a snack of great Ecuadorian tradition. In August 2020, the United States remained as our second largest trading partner, with a 25.7% of total non-oil exports. The consumption tendencies of residents in this country set a preference for healthy foods that can be prepared quickly (convenience foods). Frozen cassava bread meets these characteristics, as it is a gluten-free product that can be prepared fast. Additionally, the Ecuadorian community in New York State is the fourth largest Latino community in that area. With this background, this document proposes the creation of a cassava bread new brand so it can be sent to New York. This research returned three key data: 1) Gluten-free products market in North America is projected to grow until 2028; 2) Millennials are a real target market for gluten-free products; 3) Ecuadorians in New York consume this snack frequently, and the places where they buy it the most are supermarkets and convenience stores. In addition, the research allowed us to identify and define an appropriate marketing plan to enter this market. KEYWORDS: CASSAVA BREAD, EXPORTS, NON-TRADITIONAL PRODUCTS, GLUTEN-FREE PRODUCTS, MARKETING PLAN