DES MOINES, Iowa — A recent consumer tracking study conducted by
the Pork Checkoff shows that multicultural consumers are enjoying fresh pork
more frequently than the average consumer within the checkoff’s target
According to the latest research, Hispanic, Asian American
and African American consumers report a significantly higher belief in pork’s
creativity and inspiration in the kitchen, demonstrating that the Pork. Be inspired campaign resonates
with ethnic consumers.
“Pork is a dietary mainstay to multicultural consumers,”
said José de Jesús, director of multicultural marketing for the Pork Checkoff.
“The results of this latest study provide an excellent opportunity for continued
growth within the fresh pork category — where we saw a 5.6 percent increase in
consumer expenditures last year.”
To increase pork consumption among ethnic customers, the
checkoff will introduce several new, culturally relevant marketing programs in
the year ahead. The checkoff also will conduct additional research this spring
with these groups to gain valuable insights into their eating habits and
cultural differences towards pork.
“We want to better understand their attitudes and
perceptions regarding pork so that we can deliver messages that are culturally
appropriate to these groups,” de Jesús said.
To assist with strategy creation, the Pork Checkoff
selected República as its
national multicultural marketing agency of record. República was selected
following a competitive review and will help the Pork Checkoff execute its
multicultural outreach with a focus on creating awareness of fresh pork and its
benefits with diverse consumers.
The nationally fielded tracking study is conducted by the
Pork Checkoff twice each calendar year and most recently in November 2013.
Respondents are representative of the U.S. population for gender, age, ethnicity