Recent research shows that while pork is a celebrated cultural staple within the Latin diet, Hispanic consumers have concerns about the nutritional value and safety of pork. To serve up food for thought and educate consumers about pork's many benefits, the Pork Checkoff has teamed up with renowned dietitian Sylvia Melendez-Klinger on a three-city media tour.
"While providing high amounts of vitamins and minerals, many cuts of pork are similar to or as lean as chicken," says Melendez-Klinger, a Hispanic native who is a leading expert in cross-cultural Hispanic cuisine as it relates to nutrition and health.
In total, seven pork cuts meet the U.S. Department of Agriculture's guidelines for "lean," with less than 10 grams of fat, 4.5 grams of saturated fat and 95 milligrams of cholesterol per serving. To spread the good word about pork, Klinger conducted media interviews during Hispanic Heritage Month with television and radio stations and print publications in San Antonio, Dallas and Chicago.
The interviews are part of the Pork Checkoff's Hispanic marketing campaign, which includes integrated public relations and retail promotions that are running in those three cities. The multi-faceted campaign includes live radio remote broadcasts at key Hispanic grocery retailers, 60-second radio spots promoting pork in the target markets, and print inserts in local newspapers featuring pork recipes, nutritional information and more.
"Although Hispanic consumers love pork, there are still misconceptions about pork's safety and nutritional value," says Traci Rodemeyer, director of pork information for the Pork Checkoff, who notes that the 2010 campaign is targeting Mexican Hispanic consumers. "We need to show these consumers that pork is a safe, lean and healthy protein."
As a dietitian, Klinger is a great spokesperson for the Pork Checkoff, Rodemeyer adds, because health professionals have a great deal of credibility among Hispanic consumers.
"U.S. Pork is a nutritious and safe meat, and because there are such a variety of pork cuts available, the healthy, easy and authentic meal options with pork are endless," notes Klinger, who promotes an authentic Mexican Pork Steak recipe featured on Elcerdoesbueno.com, the Pork Checkoff's Spanish-language website.
Klinger notes that this recipe and others are also included in the free "El Cerdo es Bueno" (Pork is Good) recipe booklet, which consumers can request from the National Pork Board.
Plans are underway to incorporate recent Hispanic market research into new marketing campaigns in 2011, Rodemeyer says. "We will continue to educate consumers about the great taste, nutritional value and safety of pork."
Source: The Pork Checkoff
