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Publix Miami Division stores are gearing up to launch a targeted Hispanic beef program that will run for a month beginning Sept. 15, in conjunction with the beef checkoff and the Florida Beef Council, with grant funding from the Federation of State Beef Councils.
As part of an effort to recognize Hispanic Heritage Month, “Celebrating Latin Cultures through Creative Beef Recipes” will involve 60 Hispanic Publix stores in the South Florida market that will feature custom-designed collateral and tasty demo events.
“Results from the checkoff’s Hispanic marketing programs have shown how targeting this growing demographic can increase beef sales at retail by as much as 43 percent on average,” says Roger Butler, a producer from Lorida, Fla., and chair of the Florida Beef Council.
“This demographic group eats beef more than twice as often as the average consumer, and these types of promotions are appealing to these avid beef consumers, according to our past research,” added Butler.
Custom promotional pieces include brochures, bilingual store demos, bilingual shelf signage, on-pack recipe stickers and Hispanic dictionaries.