Hispanic Market Making Leaps And Bounds In Queens

Hugo Rengifo works at the corner of a train station in Woodhaven.
Considering the number of hungry commuters who find themselves in front of his bakery, PanHugo, and the shops surging popularity, he has indeed chosen the ideal location for a Spanish bakery.
Rengifo not only owns the bakeryhe works in it himself and is developing a plan for a major expansion.
Born in Colombia, Rengifo first came to the United States in 1983 and began working in the used car business.
Years later, with his own successful bakery, Rengifo is a member of the fast-growing business community in Queens, and just one of an increasing number of Hispanics who have come to Queens to invest and stay.
Demographic studies show that by 2050, one out of every four Americans will be Hispanic, though according to the 2000 census Queens has already reached this mark and projections show that Queens Hispanic community will continue to grow. In fact, with a growth rate of 8% Queens Hispanic residents represent the fastest growing Hispanic population in America, compared to growth rates of 4 or 5% elsewhere.
This huge population growth accounts for more than people, according to Eduardo Giraldo, the newly-elected president of the Queens Hispanic Chamber of Commerce. The growth of the Hispanic population is not only in number, but also in dollars, as their average income level grows and their market share and purchasing power are steadily increasing. "Before, when Hispanics came to this country, they were mainly considered labor workers, and what is happening is that that has changed," Giraldo said. "Now a lot of these people are business owners." According to Giraldo, more and more Hispanics are getting into the small business game, opening retail stores, supermarkets, travel agencies, and like Rengifo, bakeries.
Rengifo also uses his bakery as a concert venue. While still preparing to open, Rengifo noticed that the only people who asked what kind of business venture he was planning, were mostly American. Instead of his initial plan to have just Spanish concerts, Rengifo chose to reflect the demographics of the community and host American musicians. However, in the five years since his bakery has been open, Rengifo says he has seen more and more Hispanic people in the neighborhood.
The statistics agree. According to the New York City Department of City Planning, throughout the 1990s there have been a number of Hispanic immigration waves in Queens. Puerto Ricans, Dominicans, Colombians and Ecuadorians all had a substantial presence. Mexicans, particularly from the region of Puebla, nearly quadrupled in size in the 1990s and now account for one in ten Hispanics in the borough. Though traditional areas such as Corona, Jackson Heights, Astoria, and parts of Flushing, have seen tremendous growth of their Hispanic communities, other communities like Jamaica, Long Island City and Richmond Hill have appeared to spring up overnight. Woodhaven and Richmond Hill have been showing a tremendous growth in immigration from South Asia, the Caribbean and South America. In those areas, the 1990 Census showed whites of non-Hispanic descent outnumbering Hispanics two to one, though in 2000 Hispanics outnumbered whites.
Giraldo says that the Hispanics are also becoming wealthier, making them an ever more important sector in the Queens market.
"Now [Hispanics] are being considered as having purchasing power. If you see who is buying houses in Queens, Hispanic people are paying these prices," Giraldo said. "Years ago there was a belief that [the Hispanics] would make the money and go back home, but now with the new wave immigrants, they are buying here, they are investing here, and they are planning to stay here. They are making positive contributions to the economy and where they live."
According to Giraldo, so many Hispanics are choosing to immigrate directly to Queens because it feels much more like their native countries. "I think Queens is reminiscent of the big towns in South America," Giraldo said. "The city, with the big skyscrapers are kind of intimidating, but Queens is more of a home type of atmosphere to a lot of Hispanics."
Currently the Hispanic Chamber boasts 500 members, but Giraldo who says he is "a very ambitious man" has plans to up that membership to over 2,000 during his presidency by including non-profits and offering a number of benefits to chamber membership.
Giraldo believes there are infinite benefits to being able to organize the Hispanic business community, not only within themselves, but also so that they can play a role in the larger Queens community. Hispanic business owners face many of the same challenges and issues as other immigrant communities in the borough like the recent awning fines or knowledge about licensing. One of the chambers main goals is simply to provide education about rules and regulations. "The biggest problem is the Hispanic business owners are truly hard working individuals. They dont work eight hours. They work fourteen hours or sixteen hours. Whatever they need to put into the business they put in," Giraldo said. "They are very family oriented and dont have time to give back to the community. That is something we need to work on."
In order to get a handle on the vastness of the Hispanic market in Queens, Giraldo believes research will be integral. In conjunction with the postal service Giraldo says the chamber will be launching a survey in October to determine the growth of Hispanic businesses in Queens. One part will be given to the postal service, but the rest of the survey results are intended to provide valuable information about demographics, social and political issues that affect Hispanic business owners.
As for Rengifo, he has taken on the American spirit and has plans to exploit a niche he has found in the manufacturing of mini-beef pattiesa popular item in his bakery. Though there are other bakeries in his area, his unique flavor and special Spanish style have brought the opportunity for some outside marketing. He is hoping to start selling the patties wholesale. "Im the only one that makes them," he said.