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					Findings of survey
•Slightly more women (54%) than men (42%) completed the survey (4% did not specify); •55% of the respondents were the primary shoppers for their family; •94% respondents live in Arizona or New Mexico; •The largest segment of respondents fell between 36-50 years of age; and •Majority of the households were between 2-5 members.

Age of Respondents

4% 2% 17%

13% under 20 years old 21 to 35 years old 36 to 50 years old 28% 51 to 65 years old over 65 years old unknow n

36%

Household Size

1% 22%

5%

1 33% 2 to 3 4 to 5 over 6 did not answ er 39%

Findings of survey (cont.)
•Respondents were traveling, shopping, at home, visiting friends, at school, on vacation, and at tribal fairs; •78% of the respondents claim to be Navajo; and •87% of the people surveyed were familiar with native corn products.

Purpos e of Vis it

unknow n 20%

on vacation 9%

f air 2%

business, employment, Chapter mtg, conf erence, training 20%

other 18% visiting 2% school 8%

residing 14% shopping 7%

Findings of survey (cont.)
•When asked if they would purchase native corn products 75% said they would; and •When asked how often they would serve these products in their homes, the most common answer was that respondents would serve them on a monthly or annual basis.

Likelihood to Purchase Native Corn Products
1200 1000 800 600 400 200 0 1 (least likely) 2 3 Navajo cakes Blue Corn Mush Native White/Yellow Corn 4 5 (most likely) 99 - unknown Blue Corn Bread Dried Steamed Corn

Kneel Down bread Blue Corn Pancakes Roasted Ground Corn

Findings of survey (cont.)
•Half of the respondents were willing to travel over 25 miles to purchase native corn products; •A total of 39% expressed interest in purchasing the items through a catalog; and •32% would purchase the items over the internet.

How far would you go to purchase traditional products?

3% 19% 0 to 5 miles 28% 6 to 15 miles 16 to 25 miles 13% 26 to 35 miles 36 to 50 miles 10% 15% 12% more than 50 miles unknow n

Findings of survey (cont.)
•61% of the respondents purchased native corn products at a local flea market; and •37% of the respondents said that they have purchased native corn products at Navajo Tribal Fairs.

1400 1200 1000 800 600 400 200 0
Relatives Tribal Fair Flea Market Grocery Store Local Farmer Roadside Vendor Walkabout Vendor Other

Places where Native Corn Products have been purchased

Findings of survey (cont.)
Most common prices: –Kneel down bread (1 slice): $2.00 - $3.00 –Navajo cake (1 slice): $2.00 - $3.00 –Blue Corn Bread (3 patties): $1.00 - $2.00 –Blue Corn Mush (1 cup): $1.50 - $2.00 –Dried Steamed Corn ( 1 lb.): $10 - $12.00 –Roasted Ground Corn (5 oz. snack pack): $2.00 - $3.00 –Native white/yellow corn (25 lb. sacks): under $25.00 –Cedar Ash (1 cup): Under $2.00

The survey results may or may not represent an accurate random sample of the Navajo population. However, if it is assumed that the Navajo survey respondents are a representative sample of the Navajo Reservation households, then the survey results may be aggregated to produce estimates of total demand among the Navajo population.

Estimate total demand among Navajo population
Product
Kneel Down Bread

Price
Each $4.00 $3.00 $2.00

Servings Surveyed
16,386 97,693 193,805

Servings Nation
121,004 721,425 1,431,172

Total Revenue
$484,017 $2,164,276 $2,862,343

# of Producers
4 25 50

# of Acres
15 90 179

Navajo Cake

Per Slice
$4.00 $3.00 $2.00 13,582 81,709 142,668 434,608 2,614,688 4,565,376 $1,738,432 $7,844,064 $9,130,752 56 335 585 21 125 217

Blue Corn Bread

Per 3 Patties $3.00 $2.00 $1.00 38,570 250,801 330,398 1,234,224 8,025,632 10,572,720 $3,702,672 $16,051,264 $10,572,720 84 503 878 309 2,006 2,643

Blue Corn Pancakes

Each $1.25 $1.00 $0.75 41,500 286,591 402,133 1,327,984 9,170,896 12,868,240 $1,659,980 $9,170,896 $9,651,180

Blue Corn Mush

1 cup $2.50 $2.00 $1.50 45,243 395,677 646,079 1,447,760 12,661,664 20,674,512 $3,619,400 $25,323,328 $31,011,768 232 2,029 3,313 241 2,110 3,446

Dried Steamed Corn

1 lb. Bag $14 $12 $10 4,367 19,423 31,368 139,733 621,549 1,003,763 $1,956,268 $7,458,593 $10,037,626 12 54 87 47 207 335

Roasted Ground Corn

5 oz. SnackPack $4 $3 $2 22,167 164,762 270,780 709,344 5,272,384 8,664,944 $2,837,376 $15,817,152 $17,329,888 39 290 476 59 439 722

Native White/Yellow Corn

25 lb. Bag $35 $30 $25 3,398 10,116 23,781 108,736 323,720 760,976 $3,805,760 $9,711,600 $19,024,400 149 445 1,045 761 2,266 5,327

Totals by Price Range

$19,803,905 $93,541,173 $109,620,677

576 3,680 6,435

1,453 7,244 12,869

Recommended Total

$102,853,973

4,281

10,305

Some of the results of the estimated total demand
•This market of Navajo traditional corn products could potentially represent over $100 million annually; •Estimates suggest that this translates into 3,000 to 4,000 jobs for food producers and the cultivation of approx. 10,000 acres; •Several items were noticeably popular in this survey: blue corn mush – estimated to be a market of over $25M/yr blue corn bread – estimated at over $16M/yr Native white/yellow corn – estimated at over $19M/yr roasted ground corn – estimated at over $15M/yr

Producer Adoption
Even though the analysis shows great possibilities to generate income from these traditional corn products, the Navajo producers are still somewhat skeptical because there are too many variables (reliable irrigation water, weather, production costs, etc.) and risks associated with the approach. Navajo producers tend to be the elders who hold the land use permit to farm, while the younger farmers do not yet have the authority to make decisions about new approaches to product selection, cultivation, processing, and marketing.

Reactions from Producers
1) Provided more info for them on traditional corn products; 2) Provided more credence to what they already knew; 3) Information was more clear and may provide better decisions on their final corn product; and 4) Non-Navajos are interested in some of these products.

Navajos need to continue teaching our youngsters the Navajo traditions.

We need to find happy Navajo farmers!

Sit down, relax and enjoy!

Yummy!


				
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posted:12/22/2009
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