Word: latino
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...must win the approval of F.I.U.'S interfraternity council when it votes on the new fraternity's charter application. The school's president, Modesto Maidique, backs the move, as does the head of the interfraternity council. Yet starting up a gay frat at a school where most students are Latino, a culture in which the mystique of machismo still thrives, hasn't been easy. Campa, a Cuban American, says he has yet to tell his father he is gay. "Many [Anglos] come out with the support of their families," says Gamma Lambda Mu member Jorge Casas, 22. "Hispanic culture...
Frias claims not to be too concerned. "To reach the Latino market, you have to have an entire infrastructure designed to understand the customer's specific needs," he says. "And we're way ahead on that." Frias has the gregarious demeanor of a born salesman and is a proven manager as well, with deep experience in the grocery business. And he's used to marketing to disparate clienteles. Born in Spain, he moved to Washington as a teenager. He got his first job as a bagger at Safeway in 1967 and eventually rose to the position of country-operations manager...
Some of Gigante's behind-the-scenes workers (in the stockroom, on the loading dock) have only very basic skills in English, meaning they would be unemployable at the big chains. And working at Gigante affords them union protection and health benefits not available at most California Latino markets...
...shopping mall, in part because it would cater, as the head of the agency put it, "primarily to the Hispanic market." And what, you might wonder, is wrong with that? Non-Hispanic whites make up just 36% of the city's population, down from 56% in 1990, while the Latino share of residents has risen from 31% in 1990 to 47% today. But many of the Latinos can't or don't vote, and the city government is still made up almost entirely of Anglos. And, as Frias explains, "a lot of people still have a perception of Gigante...
Gigante's move into Anaheim was no fluke. While the company continues to open stores in heavily Latino areas, it believes that as Latinos move out of the barrio, the biggest growth potential will be in fifty-fifty suburbs--middle-class areas divided almost equally between Latinos and others. (Think of the rapidly growing Riverside and San Bernardino counties farther east of L.A.) Thirty percent of the customers at the Santa Fe Springs Gigante are non-Latino, and the hope is that diverse offerings and clean, wide-aisle comfort will bring that number up. Gigante also plans moves into Northern...