ConAgra positioning Rumba to appeal to Hispanics

ConAgra positioning Rumba to appeal to Hispanics

Cargill is repositioning its Rumba line of fresh variety meats to target Hispanic consumers. 

The US Hispanic population is one of the fastest growing demographics, approaching 20% of the nation's total population. Hispanic consumers are expected to represent an estimated purchasing power of US$1.7trn by 2017, Cargill noted. 

"We reviewed our existing Rumba positioning, compared it with our recently conducted consumer research and concluded that we needed to connect better with Hispanic consumers that represent the majority of Rumba purchasers," said Carolina Tabares, senior brand manager for Rumba Meats. 

"Previously positioned as a multicultural product line, Rumba was trying to be too many things to too many consumer segments. We learned that Hispanic consumers are truly interested in a line of variety meats that allows them to enjoy traditional dishes by incorporating quality ingredients to create the eating experiences and flavours representative of their culture and heritage."

Rumba's marketing message has been re-evaluated to reflect imagery that is relevant to Hispanic consumers. Rumba's new image is currently rolling out to retailers nationwide.

"We want Rumba to be a celebratory part of people's lives, providing consumers with meat products that will help them produce authentic, traditional, dishes they told us they enjoy preparing for family meals," stated Tabares. "Rumba represents nutritious, delicious, wholesome protein products that meet the needs of Hispanic consumers while providing our retail customers with an offering that is relevant to those consumers' cultures and helps them grow their variety meats business."