The Pork Checkoff continues to reach out to Hispanic consumers, who represent the fastest-growing U.S. population segment. Hispanics make up 16 percent of the total U.S. population, with that number expected to reach 30 percent by 2050. The Pork Checkoff's 2013 Hispanic marketing is utilizing social media and other online tools to inspire bicultural consumers who love pork.
"Checkoff research shows that our messages are resonating with Hispanic consumers," said Traci Rodemeyer, director of pork information for the Pork Checkoff. "Marketing to this group is much different today than when the Checkoff launched its Hispanic marketing program in 2002. Initially, marketing efforts focused on first-generation Latinos who were closely tied to their home countries' traditions, and we educated them about the safety of U.S. pork."
Today, the Checkoff focuses on bicultural Hispanics whose families have lived in America for generations and have adapted to American culture.
"While these consumers love to be creative with pork, they seek inspiration to help incorporate pork into everyday meals," Rodemeyer said. "The Pork Checkoff's Hispanic-focused social media platforms are evolving to meet this need."
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