The growing influence of the Hispanic culture in the United States has prompted the National Pork Board (NPB) to enhance its Hispanic marketing efforts by aligning with the Pork, Be Inspired brand campaign.

“Hispanic consumers make up 16.7 percent of the U.S. population, with the percentage continuing to grow,” says Traci Rodemeyer, NPB’s director of pork information. “Hispanic consumers love pork, and we want to continue to educate and inspire this huge segment of the population about pork’s possibilities.”

This summer, NPB applied pork checkoff funds to team up with 100 Walmart stores in Texas, from Corpus Christi to Houston and beyond, to encourage home cooks to put pork on their grills. Each weekend June through August, bilingual brand ambassadors hosted a party in the parking lot at each store, NPB reports.

The brand ambassadors grilled up and handed out pork chop samples and recipe brochures. They also visited with consumers who stopped by Walmart’s meatcases.

“Walmart’s theme is ‘meal solutions with the freshest ingredients possible,’” says Rodemeyer. NPB partnered with Kingsford Charcoal and Bush’s Baked Beans on the Walmart events. “The grilled pork promotions were such a hit that the brand ambassadors needed more recipe brochures to distribute,” she adds.

Rodemeyer adds that NPB looks forward to working with Walmart on more pork promotions, emphasizing that finding new ways to connect with Hispanic consumers is a priority.