With Hispanics representing a rapidly-growing segment of U.S. consumers, the beef industry is moving forward with research and marketing efforts aimed at increasing their beef demand. Linda Beebe, vice president of domestic marketing for the Texas Beef Council, says her group is moving forward with urgency. 

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Beebe said quality market research and messaging are the keys to connecting with any audience. She emphasized that effectively reaching this market goes way beyond Spanish translation.

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Beebe emphasized that the Hispanic market is growing not only in size, but also in purchasing power. Like any industry, beef producers need to effectively position their product for this important market.

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The national Beef Checkoff Program is administered by the Cattlemen’s Beef Board, a group of 108 beef producers appointed by the Secretary of Agriculture.  They represent producers from coast-to-coast and volunteer their time to help identify programs that can help increase beef demand.  The checkoff was created in the 1985 Farm Bill, with oversight provided by the U.S. Department of Agriculture.