The beef checkoff and the Florida Beef Council, with grant funding from the Federation of State Beef Councils, is launching a targeted Hispanic Beef program at Publix Miami Division stores beginning September 15 through October 15, 2012. “Celebrating Latin Cultures through Creative Beef Recipes” is part of an effort to recognize Hispanic Heritage Month.
Sixty Hispanic Publix stores will be selected for this program in the Hispanic South Florida market featuring custom-designed collateral and tasty demo events. A signature beef recipe demonstration will be held each weekend featuring Badia Marinades and Reynolds Wrap with supporting marketing materials distributed during the five-week window.
“Results from the checkoff’s Hispanic marketing programs have shown how targeting this growing demographic can increase beef sales at retail by as much as 43 percent on average,” says Roger Butler, dairy producer from Lorida, Fla., and chair of the Florida Beef Council. “This demographic group eats beef more than twice as often as the average consumer, and these types of promotions are appealing to these avid beef consumers, according to our past research.”
Custom promotional pieces include brochures, bilingual store demos, bilingual shelf signage, on-pack recipe stickers and Hispanic Dictionaries.