The world’s largest Latino food market is north, not south, of the Rio Grande. To begin with, the US Hispanic market is the fastest growing population base in all of the Americas, fuelled by record immigration growth over the last 15 years. The purchasing power of US Hispanics has grown faster and more consistently than any Latin population in the Western Hemisphere over the last 30 years, thanks to a stable US economy and upwardly mobile Hispanic immigrants. As US Hispanics move into the middle and upper classes of US society, they dine out more frequently, creating new demands for Hispanic restaurants and flavors.