When the Texas Beef Council wanted to take a more educated approach to marketing to the Hispanic community, it called upon Cinco, a Hispanic marketing firm based in Dallas. Amber Gracia, principal of Cinco, says in-depth research was the first step. 

Cut #1    :32       Outcue: "...as a family."

Gracia noted that the adult female plays a traditional role in food purchase and preparation in Hispanic households, more often than in the American population as a whole.

Cut #2    :24       Outcue: "...very strongly about."

She emphasized that Hispanics already find beef to be an appealing product, so the real marketing challenge is to find creative was to make beef more accessible and increase the frequency of consumption.

Cut #3    :14       Outcue: "...reasons to love beef."

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.