Meat+Poultry - November 2020 - 29

As buyers of traditional and non-traditional fresh beef
cuts, Hispanic consumers prioritize freshness over value
BY J E N N I FE R BA R N E T T F OX | m e a t p o u l t r y @ s o s l a n d.c o m

Photos: Cargill

F

ood and communal meals have always been
a mainstay of familial connections among
Hispanic consumers. While busy work and
school schedules may hamper the making of
traditional meals Monday to Friday, weekend
meals and holiday celebrations remain a
central tenet to the heritage. In an effort to
bridge the modern and the traditional, Rumba
Meats, a product line from Cargill, offers
Hispanic consumers a range of traditional
and value-added beef cuts that allow home
cooks ways to celebrate their heritage through
mealtimes with an edge of convenience.
A recent survey conducted by Rumba Meats
found 90% of Hispanic consumers purchase
fresh beef regularly and these shoppers have
a higher likelihood to eat thin-sliced beef
than other demographics. Forty-four percent
report buying a wide range of non-traditional
beef cuts such as tripe, cheek meat and
marrow bones regularly. A July 2020 report
from Nielsen Spectra discovered Hispanic
consumers spend 14% more dollars on fresh
beef relative to their population size.
"About five years ago, we looked at
opportunities to market to retail consumers
who were underserviced," said Hilary Gerard,
retail beef brand manager, Cargill, Minneapolis.
"We found the Hispanic audience offers a lot of
purchasing power. This is a demographic that's
growing in size and its members are younger
than the average US consumer."
While nine out of 10 Hispanics purchase
a range of common beef cuts regularly, the
availability of value-added meat products

is also critical to attract Hispanic shoppers.
Latinos over-index in common cuts such as
steak roast and beef brisket over Caucasians
and African Americans and are twice as likely
than other ethnicities to regularly purchase
value-added meat products, according to
Rumba Meats Proprietary Consumer Research
2020. Rumba Meats' convenient, time-saving,
pre-sliced beef options offer Hispanic
consumers easy shortcuts for speed-scratch
recipes and meal planning options.
Capitalizing on "comida y familia" (food
and family), Rumba Meats offers Hispanic
consumers ways to create favorite meals
using traditional low-and-slow cooking
methods with a modern touch through the
use of an Instant Pot, a pressure cooker and
multi-cooker combo, or a Crock-Pot. This
element of modern convenience is a critical
offering among the 70% of Hispanics who cite
the importance of maintaining cultural and
culinary traditions by cooking from scratch.
The desire for scratch or fast-scratch cooking
is also higher among Hispanics as compared to
African American and Caucasian consumers.

"We found
the Hispanic
audience
offers a lot of
purchasing
power."
- HILARY GERARD

COVID EFFECT
During COVID-19 stay-at-home orders,
convenient protein options became a timesaving feature for families who were dining
out less and eating more meals at home.
Throughout the early months of the pandemic,
Rumba Meats reported increased demand
for its protein line, which Gerard cited as
a testament to the consumer shift to retail
www.meatpoultry.com | 11.20 | MEAT+ POULTRY

028_MP_Nov20_Rumba.indd 29

29

11/5/2020 1:30:14 PM


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Meat+Poultry - November 2020

Table of Contents for the Digital Edition of Meat+Poultry - November 2020

Meat+Poultry - November 2020 - 1
Meat+Poultry - November 2020 - 1
Meat+Poultry - November 2020 - 2
Meat+Poultry - November 2020 - 3
Meat+Poultry - November 2020 - 4
Meat+Poultry - November 2020 - 5
Meat+Poultry - November 2020 - 6
Meat+Poultry - November 2020 - 7
Meat+Poultry - November 2020 - 8
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Meat+Poultry - November 2020 - 14
Meat+Poultry - November 2020 - 15
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Meat+Poultry - November 2020 - 18
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Meat+Poultry - November 2020 - VDG1
Meat+Poultry - November 2020 - VDG2
Meat+Poultry - November 2020 - 51
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