Enticing Hispanic consumers with pork
Jan. 26, 2017
by MEAT+POULTRY Staff
The National Pork Board is aiming its newest pork campaign toward Hispanic consumers.
DES MOINES, Iowa – The National Pork Board is aiming its newest pork campaign toward Hispanic consumers. “El Sabor de Hoy” is designed to increase pork consumption among this growing ethnic group through a marketing and recipes campaign.
“The time to indulge with pork and make delicious dishes for family and friends is now,” said Jose de Jesus, director of multicultural marketing at the National Pork Board.
Puerto Rican actor, singer-songwriter and host Carlos Ponce will be the face and spokesperson for the new campaign. It will also include a national sweepstakes that gives fans a chance to win round trip tickets to Miami to meet Ponce and be his guest at the Food Network & Cooking Channel South Beach Wine & Food Festival in Miami Feb. 22-26.
“My many passions in life call for a fast-paced lifestyle. I always fall short with time but never to enjoy a great meal, and that is why I always choose pork daily as the main protagonist of my meals,” Ponce said. “Pork is quick and easy to stir up and keeps me in shape and feeling good for those everyday moments.”
The pork board has also partnered with five-time James Beard Award nominee Chef Jose Mendin to create 10 easy-to-prepare and budget-friendly pork recipes. The recipes, which include 30-second hyper lapse how-to videos, will be promoted on PorkTeInspira.com and other social media platforms.
“I have a passion for cooking with pork and ribs, loin and ham are some of my favorite cuts,” Mendin said. “With these recipes consumers will learn how easy it is to create delicious and flavorful pork dishes at any time for family and friends.”
Featured recipes are:
Guava Glazed Back
Adobo Pork Tacos
Glazed Pork Saltimbocca with Sage
Grilled Ham with Spicy Teriyaki
Mojo-Marinated Pork Tenderloin
Peruvian-Style Pork Stir Fry
Green Pea Soup with Ham
Grilled Pork Anticuchos
Pork Chops al Pastor with Chipotle Marinade
Pork Tenderloin with Spicy Chimichurri Sauce
The “El Sabor de Hoy” campaign will also feature videos from social media personalities including Los Pichy Boys, LeJuan James and the Mexican Gueys. The video series will appear on the @PorkTeInspira social media channels and PorkTeInspira.com website throughout the season.