Poultry International - November 2019 - 11

PoultryInternational ❙ 11

What is the Hispanic customer looking for?
"We were losing share with Hispanic customers
because we lost sight of the traditions and heritage that are important to them," Thurlow said.
He ticked off the following things about Hispanic
customers that need to be accounted for in a
successful marketing plan:
■ Tradition and heritage drive mealtime choices, and
fresh chicken and beans are top foods reflecting
their heritage.
■ Hispanics are loyal to brands that advertise in
Spanish, but English is acceptable if it includes
elements of their culture.
■ Hispanics tend to be progressive and drive intercultural affinity.
■ They desire access to traditional products but with
modern conveniences.
■ Hispanics are early adopters of technology
and spend an average of 52 hours per week on
smartphones.
■ Hispanic consumers are very passionate about their
grocery brands (59% of Hispanics vs. 47% of White/
Caucasians).

Hispanic customers revealed
preferences in a survey
A survey by the chain collected "preferential data"
from its Hispanic customers. It included prioritizations
of what they liked, didn't like, and what they wanted.
■ The Hispanic customer wants all their traditional
products in one shop.
■ They especially want expanded fresh produce, meats
and service deli.
■ They want employees who speak their language and
know their traditions.
■ They want a store that understands their community
and participates in the community as a neighbor, not
just another business.
Best of all, "Chicken is the No. 1 protein for the
Hispanic customer," Thurlow said. This was something
that was evident from surveys and customer intercepts.  

Advertising revised
for the Hispanic consumer
Thurlow said grocery retailers tend to fall into two
camps: The "old world" approach, which uses Spanish
language and a general market approach that uses
English with no difference from non-Hispanic advertising. The revamped ad programming has messaging
that combines "old world" values with solutions for
"new world" needs.
Hispanics are digitally savvy and use social media
to stay connected with family and to gather information to make buying decisions. Social media is underutilized and can be an important tool to connect with
Hispanic customers, he said.
Frank Thurlow
discusses
why poultry
companies should
market toward
the U.S. Hispanic
population while
speaking at the
2019 Chicken
Marketing
Summit.
Gary Thornton

Implementation of the marketing plan
"Hispanic grocery shoppers are looking for service,
freshness and one-stop shopping. And they are focused
on the deli offerings. We devoted more labor in the
stores to provide deli service," he said.
Marketing and PR campaigns to reach out to local
charities were held, and each grand opening had music
and community interaction.
The concept, under the Fresco banner, continues
to be one of the better performing banners in south
Florida, Thurlow said. "I expect more stores opening
under the banner in south Florida and possibly other
states in the future." ■

Gary Thornton is editor and publisher at ClearPoultry.com. Email him at Gary.Thornton.Media@Gmail.com.
November 2019 ❙ www.WATTAgNet.com


http://www.ClearPoultry.com http://www.WATTAgNet.com

Poultry International - November 2019

Table of Contents for the Digital Edition of Poultry International - November 2019

Poultry International - November 2019
Contents
Editor’s Comment
WATTAgNet.com
10 tips for proper broiler evisceration How to improve evisceration efficiency and reduce cross-contamination at the poultry processing plant.
US Hispanic market for chicken needs to be claimed
Spain’s largest cage-free egg producer urges animal welfare
ASF offers major opportunities for poultry, egg producers
Employee ventilation training key to layer farm success
Could avian flu-resistant chickens be a commercial reality?
What does science say about poultry sustainability?
How managing layer weight and nutrition impacts egg size
Key considerations to minimize processed poultry rejects
Marketplace
Advertisers’ Index
Poultry International - November 2019 - CT1
Poultry International - November 2019 - CT2
Poultry International - November 2019 - Poultry International - November 2019
Poultry International - November 2019 - Cover2
Poultry International - November 2019 - Contents
Poultry International - November 2019 - Editor’s Comment
Poultry International - November 2019 - 3
Poultry International - November 2019 - 4
Poultry International - November 2019 - WATTAgNet.com
Poultry International - November 2019 - 10 tips for proper broiler evisceration How to improve evisceration efficiency and reduce cross-contamination at the poultry processing plant.
Poultry International - November 2019 - 7
Poultry International - November 2019 - 8
Poultry International - November 2019 - 9
Poultry International - November 2019 - US Hispanic market for chicken needs to be claimed
Poultry International - November 2019 - 11
Poultry International - November 2019 - Spain’s largest cage-free egg producer urges animal welfare
Poultry International - November 2019 - 13
Poultry International - November 2019 - 14
Poultry International - November 2019 - 15
Poultry International - November 2019 - ASF offers major opportunities for poultry, egg producers
Poultry International - November 2019 - 17
Poultry International - November 2019 - 18
Poultry International - November 2019 - 19
Poultry International - November 2019 - Employee ventilation training key to layer farm success
Poultry International - November 2019 - 21
Poultry International - November 2019 - 22
Poultry International - November 2019 - 23
Poultry International - November 2019 - Could avian flu-resistant chickens be a commercial reality?
Poultry International - November 2019 - 25
Poultry International - November 2019 - 26
Poultry International - November 2019 - What does science say about poultry sustainability?
Poultry International - November 2019 - 28
Poultry International - November 2019 - 29
Poultry International - November 2019 - How managing layer weight and nutrition impacts egg size
Poultry International - November 2019 - 31
Poultry International - November 2019 - Key considerations to minimize processed poultry rejects
Poultry International - November 2019 - 33
Poultry International - November 2019 - 34
Poultry International - November 2019 - 35
Poultry International - November 2019 - Advertisers’ Index
Poultry International - November 2019 - Cover3
Poultry International - November 2019 - Cover4
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