Pork is a favorite ingredient in many Hispanic households and National Pork Board’s pork checkoff is launching a new recipe contest to highlight these popular Latino flavors. The promotion is based on the success of previous recipe contests which were directed at general consumers.
It is the first contest exclusively for Hispanic consumers. “Our research shows that, within the Latino community, passion for pork is unbeatable,” says Traci Rodemeyer, director of pork information for NPB. “So we’re expecting lots of great concepts and ideas of how to spice up favorite pork recipes, or add a unique twist on a traditional pork dish.”
The three-week contest is being supported by pork’s retail partners, including H-E-B supermarkets in San Antonio and Food-4-Less in Los Angeles. Three finalists will be selected in each market, says Rodemeyer, who notes that a grand finale cook-off will be held in May in the parking lots of the respective supermarkets.
The NPB is also debuting its revamped, Spanish-language website - PorkElSaborDeMilPlatillos.com, which is targeted at creative, flavor-seeking Hispanic home cooks who already prepare, eat and love pork. The site, formerly ElCerdoEsBueno.com, provides information about pork’s nutritional value and details pork production methods. Information is also available on quality control practices in the United States to help dispel myths that Hispanic consumers may associate with pork’s safety.
The contest’s winning recipes at each location will be selected by local celebrity judges, including chefs and radio personalities. Winners will receive $1,000 in cash and a $500 gift card to the participating retailer.
Public relations campaigns and retail pork promotions in Los Angeles and San Antonio will generate excitement for the contest, according to Rodemeyer, who adds that these efforts will reflect the new branding position for use in Hispanic market: Pork. El Sabor De Mil Platillos (Pork. The Taste of a Thousand Dishes).
“Our integrated marketing campaigns have helped educate consumers and increase pork consumption within Hispanic markets,” Rodemeyer says. “Our new brand position, promotions and Spanish-language website offer appealing ways to showcase pork’s great taste and versatility.”
Source: National Pork Board