Expanding the Latino Market Niche: Developing Capacity and Meeting Critical Needs

Authors

Andrew Behnke, North Carolina State UniversityFollow

Volume

46

Issue

5

Abstract

As Extension competes to secure a place in serving Latino populations across the nation, it is critical to assess its overall capacity to serve Spanish-speaking clients. Extension must also evaluate how well current educational programming is meeting the needs of this population. This article describes a statewide assessment of 97 North Carolina counties via online surveys and 12 Spanish-language focus groups. Survey respondents noted the need for bilingual staff in their county offices, and specific types of Spanish-language materials. Focus groups with Spanish-speaking clients, demonstrated the need for hands-on training, collaboration, marketing, and improved delivery of critical information.

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Recommended Citation

Behnke, A. (2008). Expanding the Latino Market Niche: Developing Capacity and Meeting Critical Needs. The Journal of Extension, 46(5), Article 15. https://open.clemson.edu/joe/vol46/iss5/15