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Cargill's Rumba Meats® Brand Rolls Out Tools for Hispanic Consumers

Cargill's Rumba Meats® Brand Rolls Out Tools for Hispanic Consumers


WAYZATA, MN
Monday, September 14th, 2020

Flavor goes hand in hand with memory, and many consumers rely on their food for a sense of comfort in everyday life. And as consumers spend more time at home due to the pandemic, they are increasingly cooking from scratch and connecting with their family in the kitchen. Cargill has set out to make familiar eating experiences accessible to everyone, rolling out quick and easy recipes, shortcuts, and cooking tips from its Rumba Meats® brand that simplify and expedite making traditional Hispanic meals at home.

Hilary Gerard, Retail Beef Brand Manager, Cargill Protein“Rumba Meats is the only branded beef variety product line in the U.S.,” said Hilary Gerard, Retail Beef Brand Manager for Cargill Protein, North America. “Each Rumba Meats product is vacuum-packed to allow for easy storing and freezing and enable consumers to see all sides of the product.”

To help consumers save time while celebrating their heritage, Rumba Meats is helping home cooks execute three key methods: speed scratch recipes, meal prepping, and recipe shortcuts. These methods, alongside convenient meal options such as speed-scratch salsa, barbacoa tacos, and Instant Pot bone broth, enable Hispanic consumers to connect with their loved ones by creating quicker versions of authentic dishes.

Cargill has set out to make familiar eating experiences accessible to everyone, rolling out quick and easy recipes, shortcuts, and cooking tips from its Rumba Meats® brand

“Rumba Meats is a full product line solution aimed to help retailers appeal to Hispanic consumers. Through our research, we’ve found that Hispanic consumers often turn to retailers that offer high-quality variety meats like Rumba,” Hilary continued. “To attract Hispanic consumers whose size and buying power is on the rise requires us to authentically market in a way that is meaningful to them.”

Beef is often used in traditional Hispanic recipes, and the quality of beef is important. According to Rumba Meats’ recent multicultural survey:

  • 90 percent of Hispanic consumers purchase fresh beef regularly
  • 44 percent of Hispanic consumers reported purchasing a wide range of non-traditional beef cuts regularly
  • 45 percent of Hispanic consumers said they are likely to eat thin-sliced beef, a greater percentage than that of other demographics

The survey also revealed that among Hispanic shoppers, the availability of high-quality meat is the most important factor when making a purchase. Rumba Meats offers quality beef products that are pre-diced or sliced for added convenience such as diced tripe and carne picada, so consumers can create meals that help them connect to their heritage and bond with family members, even when they are short on time.

Rumba Meats is helping home cooks execute three key methods: speed scratch recipes, meal prepping, and recipe shortcuts

“Because it is branded, Rumba Meats can provide retailers the tools and resources needed to appeal to Hispanic consumers,” Hilary added. “For example, through our proprietary research, we’ve found that Hispanic consumers are leading other segments in ordering groceries online and it is crucial to have variety meats available to order on your website. Yet, simply having the product on the website isn’t enough. We know that consumers are looking for several things including photos of all sides of a package, size information, usage suggestions, and nutrition information. Rumba Meats considered these insights and offers these assets for retailers to use when adding our products to their website.”

With Cargill’s extensive portfolio of products like Rumba Meats on your shelf, there’s no doubt in my mind that consumers will come flocking. Keep reading Deli Market News for more of the industry’s latest reports.

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