Checkoff extends Hispanic outreach
The Beef Checkoff Program’s continuing effort to provide product
information to the Hispanic market in the United States achieved a
milestone with the publication of a new, Spanish-language version of the
Beef Made Easy Meat Cut Chart.
The Beef Made Easy Meat Cut Chart was first developed in 1999 through
the support of the Beef Checkoff Program, as a reference tool to meet
the needs of both consumers and retailers. Development and promotion of
the Beef Made Easy Meat Cut Chart is coordinated on behalf of the
Cattlemen’s Beef Board and state beef councils by the National
Cattlemen’s Beef Association (NCBA). The NCBA serves as one of the Beef
Board’s contractors for checkoff-funded programs. The California Beef
Council and the Texas Beef Council were major drivers in the publication
of the Spanish-language Meat Cut Chart.
“The Spanish-language Meat Cut Chart is a real hit, and an incredibly
useful tool for retailers and consumers,” said Virginia Coelho, a
Cattlemen’s Beef Board member who also chairs both the California Beef
Council and the beef industry’s Mark of Quality Commission. “The
Hispanic market is not only growing rapidly in size but also with regard
to income and its influence on marketing strategies for all retail
industries. It’s also a community that is rapidly evolving in terms of
tastes and lifestyle, and we simply can’t approach it the same way we
did years ago.”
At a beef industry issues forum on demographics during the 2005 Cattle
Industry Annual Convention and Trade Show, experts estimated that the
Hispanic population in the United States will grow to more than 50
million by 2015. They projected the Hispanic market’s buying power will
rise to $926 billion by 2007, up nearly 60 percent from $581 billion in
2002. By 2007, its buying power will represent nearly 10 percent of
total domestic expenditures.
One the challenges faced in publishing a Spanish-language Meat Cut Chart
is that the terminology differs throughout Latin America, across
different regions of Mexico, and even among Hispanic communities within
the United States. Coelho is hopeful that publication of the
Spanish-language Beef Made Easy Meat Cut Chart will be a major step in
bringing some uniformity and familiarity to the beef industry’s Hispanic
outreach, but added that much work is still to be done.
“Expanding the Beef Made Easy Meat Cut Chart to include a
Spanish-language version is a very significant step in the right
direction,” Coelho said. “But this effort is going to require an ongoing
commitment not only to language translation but also to listening to the
Hispanic community and better understanding the needs of its retailers
and consumers.” — WLJ
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