Ethnic Foods, Marketing of

The marketing of ethnic foods historically reflects the history of immigration to and settlement patterns in the United States as well as attitudes toward national identity, specific groups, and food in general. It also requires a balancing or negotiation of exoticness and familiarity to sell those foods. In doing so, it raises numerous issues concerning the definitions of ethnicity, multiculturalism in a democratic nation, and the implications of commodifying cultural traditions and identity. Authenticity of the foods being marketed and respectful portrayal of ethnic cultures also are issues. To further complicate matters, issues are also shaped by who is doing the marketing and to whom. After discussing these issues, this entry further examines the marketing of ethnic foods using three examples.