By Rick Moss
The last 20 years haven't been kind to U.S. beef producers. During the two decades leading up to 2005, Americans' per capita beef consumption plunged nearly 15 percent, while annual chicken consumption jumped almost 68 percent. So when, the beef industry discovered that Hispanic shoppers are apt to buy in the neighborhood of 33 percent more beef than non-Hispanics, they hit upon a consumer segmentation principle that didn't seem to require much debate.
As Holly Foster, spokesperson for the California Beef Council, explained in a recent Associated Press article, "In the general community, people say, 'I love beef, but I already eat too much.' In the Hispanic community, there are none of the negative perceptions that have historically kind of plagued our product."
Currently, efforts are underway on various fronts to court Hispanic beef consumers and keep them as unrepentant carnivores as long as possible. For instance, the National Cattlemen's Beef Association is building a website specifically targeted to Hispanics.
Why should one assume Hispanics will gradually moderate their beef-eating ways, as has the general populace? Hugo Melgar-Quinonez, a nutrition professor at Ohio State University who has studied eating habits among the ethnic group, says that Hispanics' growing affluence will move them into an economic class that is more conscious of high-fat diets.
Moderator's Comment: Is Hispanics' love of beef an ethnic/cultural preference, or simply a social characteristic of the working class segment of their group? Can the beef industry "hold on" to Hispanics as they acculturate?
Mass marketers are reaching out to Hispanics in creative ways, and that often plays the "class card" more so than making purely ethnic associations. I recently watch an ad for a big "man's-man"-type pick-up truck that showed a rugged (apparently Hispanic) young guy behind the wheel (...looked like he just got off work punching cows or working an oil rig.) A middle-aged White fellow (sunglasses; Polo shirt) pulls up in a trendy, black luxury convertible, accompanied by a very attractive Latina. The young man and woman exchange knowing glances while the older guy looks on helplessly (i.e. impotently?).
(Getting back to beef...) Separating ethnicity from class is tough, and potentially hazardous. If the beef industry is going to try it, to me, the opportunity lies in supporting the culture of the food in such a way that assures the continuing popularity of beef by keeping fond culinary memories alive for Hispanics. Retailers should emphasize cuts and perhaps simple versions of regional Hispanic recipes, so the younger generation will feel good about carrying on in the family tradition. - Rick Moss - Moderator