There is a growing demand for ethnic fruits, vegetables, and herbs, particularly in larger cities. One obvious reason for this is the increased ethnic diversity of these areas. Many ethnic groups, including Hispanics, have a high per capita consumption of fresh produce. Also contributing to the increased demand for ethnic produce is a greater emphasis on healthy foods and the public's seemingly insatiable desire for variety in their diets. The increased growth of Kentucky's Hispanic population, along with these other factors, present an opportunity for local growers to develop a product mix aimed at these markets.