“We Need to Win More Households": Pork industry is focusing on multicultural demand

The National Pork Board is focusing on multicultural markets as a critical component of its growing strategy.

The group says diversity among buyers will sustain and expand pork consumption across the U.S.

“I think in a nutshell, we need to as a category, as an industry, we need to win more households, more consumers and more locations. And part of our strategy, frankly, is to focus on growing markets and the multicultural segment is clearly a growing market for us. We think about the affinity that these consumers have, Hispanics, African Americans, and Asians for pork, that affinity is unmatched. So, if we want to grow consumption, and we want to create long-term demand, then multicultural consumers must be part of our strategy,” said Jose De Jesus.

To effectively reach these markets, the Pork Board has launched targeted digital campaigns aimed at driving consumers to key pork retailers in major cities.

“We’re focused on fresh pork in this one and really finding people in those key markets like Miami, Atlanta, Chicago, LA, New York, etc., big markets where we know that most of the pork is being sold at. So, it’s this idea of driving consumers to those markets with a very strategic effort, call to action to purchase pork in some of those retailers, because we know retailers like Kroger, retailers like Walmart sell a lot of pork, so targeting those consumers with specific ads to drive consumers to buy more pork.”

They reported a return on investment from recent campaigns, with more than a 30-to-1 return on ad spending in the Hispanic market alone this quarter.

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