Foster Farms Reaches Out to the Latino Market (2004 - 2005)

PROGRAM OVERVIEW
Foster Farms began conducting outreach to the Latino market in 1995, and was one of the first food companies to directly reach this market. For several years, Foster Farms’ Latino market outreach was limited to advertising and marketing with Spanish-language materials. By 2003, the company had begun working with a Latino chef to capitalize on value-added advertising opportunities on West Coast Spanish-language television stations. By 2004, with the Latino population booming on the West Coast and with a rush of companies eager to accommodate that segment, Foster Farms wanted to continue to evolve its relationship with this key market.

In late 2004, Foster Farms turned to long-time public relations agency, Fineman PR to create a more comprehensive public relations program to successfully promote messages that would resonate with the West Coast’s Latino community and which were consistent with the company’s general market positioning.

RESEARCH & PLANNING
Consumer research collected by Fineman PR’s Latino and Multicultural Division showed that health was a top concern for the Latino community. While the general market in the same time period enjoyed many health education initiatives sponsored by large food companies, the Latino community had not. New Health statistics showed that diabetes is most prevalent among Latinos, who are 1.5 times more likely to develop diabetes than non-Latinos.