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CUDAHY, Wisc. -- Patrick Cudahy, Inc., a Smithfield Foods division here that produces bacon, ham, salamis, and other meats, said yesterday it has appointed Ramon Aldape to lead sales and marketing efforts of the company's ethnic brands.
Aldape will be responsible for the planning and direction of sales and marketing efforts by the Smithfield Foods unit toward the fastest growing segment of the U.S. population -- Hispanics. At the same time he will work on bringing current products from the company's popular La Abuelita line to mainstream America, and will play a key role in the company's recent acquisition of 814 Americas, which manages and markets popular Hispanic Brands, such as El Mino, Higueral, and Riojano.
The company said in a statement that this move "marks the next major step tapping into the fast-growing U.S. Hispanic ethnic market segment."
Ramon started at Patrick Cudahy 13 years ago, working on the processing plant floor. He earned a degree in marketing and business administration and has been working in the marketing and sales department for several years.
"Patrick Cudahy has two immediate major objectives for the Hispanic market," Aldape said. "The first is to identify the key opportunity segments of the diverse Hispanic audience and develop an appropriate market basket of products."
"Our second major challenge is to identify current mainstream market opportunities for Hispanic specialties, like our current La Abuelita line of specialty meats. A few years ago foods like pizza, calzones, and tacos were considered ethnic specialties. Today they are everyday meal choices in the freezer case at your local supermarket," he noted.
Patrick Cudahy has been a part of Smithfield Foods family since 1984.