ATLANTA -- Hispanics often hold tight to myths that affect their food-buying habits, and retailers have much to gain by dispelling those myths, panelists said here at the Annual Meat Conference, March 9 to 11.
Pete Lara, director of perishables, at 50-unit Fiesta Mart, Houston, explained how his company works closely with dietitians to clear up misconceptions and deliver a nutrition message to its Hispanic customers. Lara's fellow panelists were Melissa Southern-Garcia, registered dietitian and owner of Global Nutrition Consultants, and Homer Recio, vice president, Western Hemisphere, U.S. Meat Export Federation. John Hagerla, assistant vice president, retail and food-service marketing, National Pork Board, was moderator.
"I've heard of doctors in Mexico telling people they shouldn't eat pork if they're taking prescribed medication. People have all kinds of wrong information they've brought with them from their countries, things that have been told down through the generations," Lara said, emphasizing that the Hispanic population here is diverse, not only by country of origin, but also by the degree to which it has been assimilated into the U.S. culture. Southern-Garcia recited some of the more bizarre ideas held by newly arrived Hispanics that retailers and their suppliers need to address.
"If you're pregnant, avoid beef. If you have arthritis, don't eat chicken. Pork can affect your brain. Cooked meat doesn't need to be refrigerated. Those are some of the things I hear, but I've found that Hispanics are open to hear factual, positive things. They listen," Southern-Garcia said.
Retailers sensitive to this barrier can train associates, like good salespeople, to elicit objections so they can be corrected.
"Knowledge of the Hispanic customer's culture is crucial to be effective. You have to know what they're thinking," Lara said.
He advised retailers to find ways to get to know more about the Hispanic population in their particular areas.
"Hire some Hispanic staff and then systematically ask them for feedback. They're the ones interacting every day with customers. They can tell you what's needed," he said.
Southern-Garcia pointed out that retailers often forget how different the Hispanic customer base is from the general population and therefore don't send them the correct message. She said their goals are not necessarily our goals.
For example, a big concern for the general population might be watching their weight, but for a Mexican who has grown up in poverty, their goal may be to see that their children get enough protein and iron, she said.
She emphasized the need to get factual information to the Hispanic community through bilingual literature placed in the store and with face-to-face conversations to clear up misconceptions.
Panelist Recio pointed out that the Hispanic population is particularly receptive to such attention.
"They value personal and personalized service. It's Anglos who do Internet banking, not Hispanics. They want the face-to-face interaction," Recio said.
Southern-Garcia explained that a lot of food myths probably got started when food somewhere was mishandled and people got sick. That's one of the reasons the National Pork Board's new logo, directed at the Hispanic market, says "Calidad [quality] U.S. Pork," thus distinguishing U.S. pork from all others.
In recent research on the Hispanic market, the NPB found Hispanics think pork is delicious but are still wary of it. So the trade group is focusing on this message: Pork is not only delicious, it's also safe.
