US beef producers are targeting the Hispanic market, with a new marketing campaign launched by California’s Beef Council.
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Beef consumption may be dropping in many segments of the US population, but it has remained strong in the Hispanic community, where there are less negative perceptions about beef and people are more concerned about preservatives and other additives in processed foods than about fat.
According to the US Department of Agriculture, per capita beef consumption was 28 kilograms last year, down 15% from two decades ago, but California’s Beef Council reports Hispanic shoppers spend 33% more on beef than other consumers.
The Council has said that it will launch a new US$500,000 marketing blitz to entice Hispanic shoppers. The campaign will include Spanish language web sites, community parties, free recipe books and contests.
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By GlobalData
