PALM SPRINGS, Calif. -- Members of the Mexican American Grocers Association gathered poolside here to discuss the growing power of the Hispanic consumer segment at the MAGA's 15th annual National Hispanic Marketing, Sales and Promotions Conference. According to the association, the Hispanic market in the United States represents nearly $400 billion, with MAGA members accounting for 6,500 stores in seven states that serve more than 23 million Hispanics -- nearly 80% of the total Hispanic population in the United States.