At the Apple Market in Shafter, nearly all of its employees are bilingual. The market also has shelves lined with products well known to Hispanic consumers from Choco-Milk to medicinal creams such as Pomada de la Campana.

"The Hispanic consumer represents probably 70 to 75% of our business, so we listen to them," said Apple Market manager Gina Mesias.

The latest survey by the U.S. Census Bureau reveals a total population of 780,117. Of that number, Hispanics comprise 45.17%. Whites make up 42.68%, Blacks 5.26%, Asian 3.81% and Native Americans .5%

"From a business standpoint, it's actually very good for business, we have a lot more Hispanic business coming on the scene," said Lou Gomez, executive director of Kern County Hispanic Chamber of Commerce.

As a consumer group, Hispanics wield huge purchasing power spending about $3 billion dollars annually in Kern County and buying more than 30% of all new vehicles sold in Kern County said Gomez.

While many Hispanic owned businesses have long had bilingual signs on their windows to lure consumers, non-Hispanic owned businesses are also tapping into the market. Major retailers such as Sears, Wal Mart, J.C. Penney and others are regular advertisers on Spanish-language media. And their message appears to be getting through.

"I feel much more comfortable doing business with someone who understands me, my language," said Vicente Ortega of Bakersfield. Ortega is not fluent in English and says doing business can be cumbersome especially when dealing with contracts and other documents.

The increase in Kern County's Hispanic population is being driven mainly because of a higher fertility rate rather than immigration said Peter Smith with Kern Council of Governments.