Beef Checkoff Embraces Hispanic Marketing Efforts
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Suggested Lead: Jim Henger, executive director of channel marketing for the National Cattlemen’s Beef Association, recently unveiled the beef checkoff-funded Hispanic marketing plan which will be rolled out to national and independent retail outlets later this summer. Beef producers decided to fund this program because they recognize that Hispanics are the fastest growing consumer segment of the U.S. population, offering great possibilities for beef…tape
The newly created toolkit provides retailers with the tools they need to better serve their growing Hispanic customer base. After testing the toolkit in select markets, results showed that these changes at the meat case also improved Hispanic consumer awareness and consumption of beef by providing elements that helped in their beef selection process. Henger explains what the toolkit entails…tape
The majority of Latinos (86%) consume four or more beef meals per average week. In order to learn more about this audience, Henger explains how the checkoff gathered research previously conducted by state beef councils and then expanded that to include qualitative research with focus groups and quantitative research through bilingual telephone interviews to create the new Hispanic Marketing Toolkit…tape
The American Marketing Association just awarded the Hispanic Marketing Toolkit with an Effie award, an award that represents client and agency teams who tackled a marketplace challenge with a big idea and knew exactly how to communicate their message to their customer.For more information about the beef checkoff, visit www dot beef board dot org (www.beefboard.org) or www dot la carne des res dot com (www.lacarnedesres.com).
The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.
Funded by the Beef Checkoff.
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