Beef consumption is down in many consumer groups, with people saying 'I like beef, but I already eat too much.' According to the USDA, beef consumption has dropped by 14% over the past 20 years while, for example, chicken consumption has risen over 60%. These are worrying numbers to the beef industry, who are constantly seeking new ways to combat negative consumer perceptions about red meat and bolster sales.
Their newest strategy is to target the one group whose beef consumtion hasn't flagged: Hispanics. According to the beef council, "Hispanic shoppers spend 33 percent more on beef than non-Hispanics" - a statistic that is worth taking notice of. In an effort to maintain these sales, campaigns will be launched in states including California, Texas, Colorado and Minnesota that are aimed at promoting beef to Hispanic buyers. And just like they have a website marketed at teens, the beef industry is developing one that will be marketed towards an Hispanic audience to promote the nutritional and taste benefits of beef.
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