Pork’s exceptional flavor and versatility have made it a staple in Hispanic homes. To celebrate Latinos’ passion for pork, the Pork Checkoff has launched PorkTeInspira.com, a new Spanish-language website with social media channels on Facebook, Twitter and Instagram. “We want to create a hub for Hispanics to go for all things pork,” said Jose de Jesus, director of multicultural marketing for the Pork Checkoff.
PorkTeInspira.com offers a rich resource of pork information and inspiration, including mouthwatering recipes, the nutritional content of pork, choice cuts, health and safety information and cooking tips.
To celebrate the launch of PorkTeInspira.com, consumers were encouraged to visit the website for a chance to win a trip for two to the Food Network in Concert at Ravinia in Chicago, which brings the best of the food and music worlds together.
The September event includes the Pork Checkoff’s grilling seminar and Around the World in Four Courses, where chefs will take the audience on a spectacular tour of global flavors. “This great venue offers a remarkable opportunity to inspire consumers about pork’s possibilities,” de Jesus said.
Connecting with a Booming Market Segment
The importance of promoting pork to Hispanic consumers in a variety of venues can’t be overestimated, de Jesus added.
The Hispanic population has grown to nearly 55 million people in the United States. That’s more than a 50 percent increase since 2000 and nearly six times the population in 1970, according to U.S. Census Bureau data.
The leaders of the National Pork Board have provided strong support for the Pork Checkoff’s Hispanic marketing efforts.
“We’ve done a lot of consumer research on this target audience, and we know they love cooking with pork,” de Jesus said. “Hispanics sometimes have misconceptions about pork, however, and we want to counter misinformation with facts.”
In their native countries, for example, some Hispanics believe pork may pose a health risk if it’s not cooked extensively. As a result, Hispanics in the United States may tend to follow tradition and overcook pork.
“PorkTeInspira.com educates consumers about the safety and nutrition of pork, including proper cooking temperatures,” de Jesus said.
Join the Conversation
To spread the word, the Pork Checkoff is promoting the new site through various public relations efforts, along with advertisements on Telemundo, the Spanish-language television network.
“We’re delighted to provide the Hispanic community with an engaging, reliable source of information and culinary inspiration,” de Jesus said. “This is an ongoing process, and we’ll continue to add new features and promotions that will keep people coming back for more.”