Puerto Rican Ethnic Heritage MKTG 301, Spring 2006 Dr. Carter Puerto Rican Ethnic Heritage Gandules Wilfredo Cruz Jennifer Ray Trey Johnson

THE ISLAND OF PUERTO RICO

3 different Groups The three different societies that consist of Puerto Rican heritage are the Spanish, Black, and the Taínos. There has also been migration of different ethnic counterparts as far west as Europe and as far east as China. Lets take a look at these major societies…

Mixture of Cultures (in no specific order) Spanish African Taínos Art Music Constitutional monarchy Religion (Catholic) Tribes Celebration Belief in various Gods Dance Family Food Festivals Honored Yuccao God

The Spanish Location: Southwestern Europe, bordering Mediterranean Sea, North Atlantic Ocean, and Pyrenees Mountains, southwest of France Area: total: 504,782 sq km land: 499,542 sq k water: 5,240 sq km Climate: clear, hot summers in interior, more moderate and cloudy along coast; cloudy, cold winters in interior, partly cloudy and cool along coast Terrain: large, flat to dissected plateau surrounded by rugged hills; Pyrenees in north

Introduction of Spain The Caribbean before the landing of Columbus served almost as a bridge between the north coast of South America and Florida for the Amazonian tribes in the south and the North American inhabitants. Christopher Columbus on his second trip in 1493 landed in Puerto Rico and claimed it for Spain, in search of gold. The conquest of the island didn't take long, and the peaceful Tainos were put to the task as slaves for the purpose of mining the gold that was found on the island.

Black Slaves Comprised of many different countries, an estimated 85% came from Sub-Sahara (Black Africa) countries including: Cameroon, Gabon, Congo, Angola, and Zambia Because there is not one definite county where the slaves came from, the weather and terrain differ as well. The Spanish so badly enslaved the Taínos that by the early 1500s, very few Taínos existed on the island and the Spanish in their efforts to establish colonies on the island quickly began to import Sub-Saharan African slaves as the Portuguese had already done in other American colonies. In the 16th century the Spaniards arrived with their African slaves.

Taínos (Puerto Rican Natives) Location: Caribbean, island between the Caribbean Sea and the North Atlantic Ocean, east of the Dominican Republic Area: total: 13,790 sq km land: 8,870 sq km water: 4,921 sq km Climate: tropical marine, mild; little seasonal temperature variation      Terrain: mostly mountains with coastal plain belt in north; mountains precipitous to sea on west coast; sandy beaches along most coastal areas

Taínos Conflict The Taínos were pre-Colombian indigenous Amerindian inhabitants of the Bahamas and the Greater Antilles islands, which include Cuba, Hispaniola (Haiti and the Dominican Republic), Puerto Rico, and Jamaica. The seafaring Taíno are relatives of the Arawakan peoples of South America. Before the Spanish and Africans came over to the island. The Taínos were relatively peaceful people. They were part of a very big nation of Taínos in the Caribbean. Because they were so peaceful they were made slaves relatively easy. After the Taínos discovered that the Spanish weren’t Gods, they revolted against the Spanish. The Taínos were no match for the Spanish. A combination of war and disease wiped out most of this race on the island.

Puerto Rican Values Family Join together on Puerto Rican holidays to learn about their culture and nationality National Pride Even though Puerto Rico is a commonwealth of the US, they defend their island and its culture. Food When the resources are available, Puerto Rican mothers tend to cook more than needed. In case friends or other family come over. Music Is a part of every day life. They love to dance and sing in fiestas and festivals. Mostly salsa, meregue, plena, danza, and bomba. Happiness Live worry free lives. Are very welcoming of other nationalities and races. In fact, in a study done by New Scientist® Magazine, Puerto Rico was ranked 1st in the world in “happiest country”.

The Puerto Rican Flag Puerto Rico's official flag was adopted in 1952 (on the same day that Puerto Rico became a commonweath). The red symbolizes blood, the white symbolizes individual liberty and the rights, and the blue triangle symbolizes the three branches of the republican government (and also the sky and coastal waters of this beautiful Caribbean island).

Meaning of Food Honor and recognize visitors, friends, family An escape from every day pressures To prevent and treat illnesses Refusing offerings can be interpreted as a personal rejection.

Arroz con Gandules Ethnic Food

Etymology Some of the ingredients from the plate Pimento 1690, from Sp. pimiento "green or red pepper," also pimienta "black pepper," from L.L. pigmenta, pl. of pigmentum "vegetable juice," from L. pigmentum "pigment," from stem of pingere ". Yuca Central and S.Amer. name for the cassava plant, 1555, from Sp. yuca, juca (1497), probably from Taino, native language of Puerto Rico. Plantain "banana," 1555, from Sp. plátano, plántano, probably from Carib platana "banana" (Arawak pratane), and altered by assoc. with Sp. plátano "plane tree," from M.L. plantanus "plane tree," itself altered (by association with L. planta "plant") from L. platanus.

Target Market Young Adults(18-25 years) of Caribbean ancestry Concentrate on Caribbean Islands, Florida, Chicago, IL, and New York Seniors (55+ years) Large families

Agüeybaná's Packaging Arroz con Gandules Sãbor pa Hoy! The rice will be harvested and sent to mills for further packaging. The gandules will also be grown on home farms in Puerto Rico and then harvested for further work. All the spices will be mixed into the gadules and rice, as necessary. Each box will also bring additional spices in a little pouch that well be mixed at the time of preparation. The rice will already have all the spices and ingredients mixed in. To prepare the rice, just add water. To prepare the gandules, you will boil the pre-prepared mix with the actual legume. And will boil for 20 minutes or until soft. After this is all prepared. Just mix in with each other and enjoy a hot, hearty meal. Agüeybaná's Arroz con Gandules Sãbor pa Hoy!

How the product will appear on store shelves: On the back of the box will be a picture of the flag of the Puerto Rico. On the front of the box will be the picture of a beautiful sunset in Puerto Rico, giving buyers a beautiful sight to look at. Every 6 months or so the picture will change, giving buyers the opportunity to collect the pictures if they so decide to.

4 P’s Product There is only one way that this will come packaged. The rice will be in a bag and the gandules in a can. They will be in the same box. Place Tiendítas, small grocery stores, Puerto Rican cuisine restaurants, specialized stores, also marketed in major grocery stores Promotion Agüeybaná's Foods Inc. “Sãbor pa Hoy!” Buy one get one free for holiday specials Price The product will be sold at $8.00 a box.

Triangulation Arroź con Gandules was a mixture of all three cultures during the 1700’s. The main ingredient to this plate is Gandules. Which is a Puerto Rican legume that has been on the island ever since the Taíno learned how to grow it. The arroź, or rice, was brought over from Spain during the exploration age. The various spices used in this plate, like: pimiento, yuca, plantain, and others, are from the three different races. This plate was first made in the early 1700’s by the Taíno and African slaves for the Spanish masters. After a while, when these slaves were able to afford the products necessary to make the plate, they made the plate for their families. This plate helps to relate all Puerto Ricans, and remind them that they have a vast history of peoples and nationalities. Served in many Puerto Rican restaurants, this plate is a meal for special occasions in households. It can be eaten with different types of vegetables, meats, and wheat products. This plate is very much tied into what identifies Puerto Rican’s in terms of a culture and values.

BUEN PROVECHO!!!