D2O-Lancaster Farming Saturday, Fabmary 10,1990 WASHINGTON Barbecu ing in Bonn? Tasting tacos in Turin? Sipping seltzer in Seville? Yuppie food trends have invaded Europe, creating opportunities for U.S. food exporters. The marketing niche of young, urban professionals that origi nated in the United States has spread to Europe. There, young and affluent consumers in Rome, Paris and Madrid, like their U.S. counterparts, are being targeted by marketers for their upscale conspi cuous consumption and bulging wallets. Can this market segment trans late into larger U.S. food sales among Europe’s yuppies? Several U.S. agricultural attaches sta tioned in Europe recently surveyed the market to find out Since young, upwardly mobile professionals are trend setters, often the first to try a new food, knowing what European yuppies are consuming today has value for U.S. food marketers tomorrow. ‘ ‘The appeal of American foods to Europe’s yuppies varies from country to country,” according to Mark Condon, trade specialist with USDA’s Foreign Agricultur al Service who has managed sev eral U.S. pavilions for USDA trade exhibits in Europe. “For example, U.S. food exports to Germany usually are compatible with German food traditions,” said Condon. “West Germans remain fairly traditional, nationa listic eaters, even though the con cept of eating cuisines from other countries is taking hold.” While many of America’s affluent young professionals are clamoring for Italian cuisine and pasta makers, Italy’s yuppies are looking to the United States for their trends. “In Milan, Italy’s capital of fashion chic, the current rage is ethnic food, especially Tex-Mex foods,” said Frank Pia son, U.S. agricultural counselor in Rome. “Hard though it may be to believe in the land of pasta, a Milanese yuppie considers an enchilada or taco to be ‘molto in.’ And some U.S. companies have recognized a potentially lucrative market in this sector,” said Pia son. To help U.S. exporters in the Italian market, Piason recently conducted a retail survey and found that there are thany U.S. foods with potential in the Italian market, including Tex-Mex foods, com chips, herbal teas, dried fruits and nuts and even wine. U.S. wine promotions, particularly for Cali fornia wines, are popular with Ita ly’s yuppies. California wines are popular with affluent young consumers in France as well, according to Holly Higgins, who recently completed a two-year assignment as the U.S. agricultural attache in Paris. “While trying to sell U.S. wines in France might seem like bring ing coals to Newcastle, the French are actually fascinated with U.S. wines,” Higgins said. France is a good market for launching other upscale foods and beverages, said Higgins, because French consum ers are willing to spend a larger percentage of their incomes to buy gourmet and luxury foods. Lifestyle changes also are fuel ing demand for such products as microwaveable foods. Higgins pointed out that good marketing combined with innovative pack aging could add up to big'sales for U.S. exporters in this sector of the French food market because the French consider the United States to be the world leader in micro- Ally Yuppies May Help waveable food technology. While French yuppies are microwaving, their German coun terparts are firing up the barbecue grill and flocking to the pizza market according to Dale Good, U.S. agricultural trade officer in Hamburg, West Germany. “Yup pies are among the better traveled consumers,’’ said Good, “which suggests a greater interest in for eign food products.’’ Elsewhere on the continent the influence of young affluent pro fessionals has spread to Spain. Dave Mergen, U.S. agricultural attache in Madrid, reports that Spanish yuppies like to drink min eral water and fruit juices. One thing that has heightened the awareness of U.S. foods among Spain’s yuppies is the opening of several Madrid restaurants with names such as “Boston” and “Hollywood” that serve Ameri can food. The yuppie brigade is marching on the British market, too. “In style foods for U.K. yuppies are those that offer something diffe rent from the traditional British fare,” said Chris Chapman, agri cultural marketing specialist with the U.S. agricultural trade office in London. A few examples of “in” foods are alligator steaks BIG FACTORY DISCOUNTS HELP YOU SAVE BIG AT YOUR lAMESWAY See These Dealers For Big Discounts Now... BRB flc HBNRT EQUIPMENT INC. Naw Barllnvilla, PA 19545 LAPP'S BARN EQUIPMENT SALES 6t SERVICE Gap, PA 17527 717-442-8134 PEOPLE'S SALES Ac SERVICE Oakland Mllla, PA 17067 717-463-2738 and cajun and Creole cooking, she said. American wines also are favorites with British yuppies. Whatever the European coun try, several preferences emerge when discussing yuppie food tastes. These include high quality, convenience and innovation. "These qualities are part of the market of the future,” said Mark Condon. "In our upcoming food CARLISLE (Cumberland Co.) The Conodoguinet 4-H Sheep Club held their organizational meeting on January 17, 1990, at the Cumberland County extension office. Officers were elected for the new year, and they are President Rob Keiter, Vice President Todd Rabert, Secretary Stacy Suffel, Assistant Secretary Amy Jones, and Treasurer Jason Bixler. Michelle Cornman was named news reporter and social chairmen Megan Souder and Eric Berk heimer were elected. County council includes John Creek and Amy Jones; the alternate is Curt Rhoads. A banquet committee was formed to plan the program for the Mechanicsburg Chamber of Com merce banquet to be held in We’re going to t new decade by offering _ _ inventory of very best in prices and service—right now! 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Significant historical Pennsylvania newspapers