Target Market: Beef marketing to Hispanics is heating up

摘要

Beef producers are slowly increasing their marketing efforts to the Hispanic community. Not only has this consumer group demonstrated an affinity for beef, but with 44 million Hispanics now in the U.S., the market is taking on more significance nationally. For producers in states like Texas and California, the issue is particularly crucial (see "Changing Faces," page 35, BEpF, May 2006). And while the national Beef Checkoff Program has been supportive of targeted programs to this market, they're also testing the waters to see how else national checkoff dollars can be used for these kinds of efforts.