Dear Editor,
I wanted to respond to your article,
”
Marketers trying to keep Hispanics hungry for beef
”
that appeared in the June 14 issue about the beef industry’s
effort to better inform Hispanic consumers about our product.
Dear Editor,
I wanted to respond to your article, “Marketers trying to keep Hispanics hungry for beef” that appeared in the June 14 issue about the beef industry’s effort to better inform Hispanic consumers about our product.
First, this is not a last-ditch effort to hold on to an eroding consumer base as the article erroneously implied, but rather is a focused marketing effort by the industry to respond to Spanish-speaking consumers’ requests for more information about the attributes of beef. As an industry, we would be foolish if we didn’t pay attention to the fastest-growing segment of the U.S. population. The beef industry has several marketing campaigns and reaching out to Hispanic consumers is just one of those.
Just to give your readership a little background, beef demand has increased by more than 20 percent since 1998 and marketing specifically to the Hispanic segment of our population is a new strategic effort to continue to enhance that growth.
Holly Foster, PR Director, California Beef Council
