Oscar Mayer's Multicultural Approach

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Oscar Mayer's Multicultural Approach

Two of the direct competitors of Oscar Mayer are Seaboard Foods and Foster Farms. We chose those two companies because they had a national reach, offered the same products as Oscar Mayer, and had similar production numbers and revenue as Oscar Mayer. Both Seaboard Foods and Foster farms offered deli meat, prepared foods, and natural/organic products.

Seaboard Foods

  • With a daily production of 4.2 million pounds per day, Seaboard Foods is one of the biggest meat processing manufacturers in the US.
  • The company offers pork products, prepared foods, portion control, and natural/organic products.
  • While Seaboard has not recently committed to a full-pledged marketing campaign, they are very active on social media, posting several times a day about their operations, their team, and their initiatives.
  • As their team includes a lot of immigrants, a lot of the images seen on their Facebook page feature non-white workers.
  • Their Meet Our Team campaign also features African-American and Hispanic-American workers.
  • Seaboard Foods has also honored some of the more important cultural events like the Black History Month and the International Women Day.
  • They also post cultural recipes that are specific to African-Americans and Latin-Americans. For instance, on February 17, they shared a picture of a nacho, prepared with Prairie Fresh pork, to commemorate their donation to the Hooker High School Hispanic American Leadership Organization (HALO).
  • They also have a whole section full of dishes on their websites that features many traditional cultural dishes like the Cuban Pork Tenderloin, the Filipino Pork Barbecue Bowl, and the Asian Slow Cooker New York Pork Roast.

Foster Farms

  • Foster Farms is the #1 fresh chicken brand in the West regions of the US.
  • Foster farm mainly offers turkey products, including fresh turkey products, prepared chicken and turkey products, and natural/organic turkey products.
  • Their marketing campaign mainly focuses on the organic nature of their products and targets moms with kids as seen in their most recent “Hunger Monster” campaign and their 2009 "Springing a Leak" campaign.
  • While their campaigns do not exactly focus on ethnic minorities or multicultural audiences, one of the videos for their "Springing a Leak" campaign featured a black family in a grocery shop while another video for the same campaign featured two chickens dancing to a Latino song (Bomba from King Africa), which is possibly the company's way to diversify their target audience.
  • They also have an ongoing cooking show that runs on their YouTube channel, which shows different cultural recipes related to the European, Asian, African-American, and Latin American cultures.
  • The videos are available both in Spanish and English and are run by a Spanish cook, Maria Cardenaz.
  • They have also featured some of their African-American workers on the channel to show diversity.
  • While the majority of the content on their Facebook channel is related to their products, ads and events, the company honors their Hispanic, African-American, and Asian audiences by regularly posting cultural dishes and recipes on their page.


Meat Consumption Trends in Hispanic Customers

Beef Lovers

  • A study by the Economic Research Service shows that Hispanic Americans consume more beef than any other ethnic group in the US at 74.8 pounds per year.
  • In 2018, Hispanic consumers spend $28 on beef stakes per buyer for each visit to the grocery store, which represents an increase of 127% compared to 2017.
  • This is further supported by the fact that Hispanic Americans spend 15% more on meat than the average American household.
  • A report from TBC, a beef producer based in Texas, also confirmed that Latin Americans are naturally predisposed towards beef due to family traditions.
  • Most importantly Hispanic consumers consider beef as a nutritious product, which allows beef producers to more easily target that demographic.

The Traditional Pork

  • Hispanic Americans are very attached to tradition, with 79% of them cooking meals inspired by traditional recipes.
  • Pork plays a central part in Hispanic cuisine but Hispanic consumers prefer thinner cuts, yet they don't leave anything behind as they like to consume all parts of the pig.
  • It is also important to note that the buying power of Hispanic Americans has grown significantly in the last few years, which has allowed them to spend more in grocery shops, including increasing their spend on meat and pork specifically.
  • Some companies, like Cargill, have already focused extensively on their Hispanic audience by offering whole pork lines that are targeted and created specifically for them.
  • However, the Hispanic demographic prefers buying meat from specialty retailers and family-owned grocery shops, which poses a challenge for most pork and meat producers.
  • In fact, 44% of Hispanic consumers chose to buy their meat from non-mainstream grocery stores.


Meat Consumption Trends in African-American Customers

Lovers of all that is meat

  • African-Americans consume more meat than any other demographic in the US, as they are more likely to consume meat than any other demographic.
  • A recent study published in Environmental Engineering Science, showed that African-Americans spend a large portion of their grocery budget on proteins, specifically meat.
  • The study showed that they spend $897 on average for meat and protein products. Although this is 6% lower than the average spend for white Americans, African Americans gain almost $22,000 less per year than the average white American.
  • Their spend on meat and proteins represents over 16% of their total expenditure across different categories.
  • In fact, 23% of an African-American's diet is composed solely of meat and other sources of protein while Hispanic consumers and white Americans only consume about 19% of meat in their diet.
  • A big reason for that is the fact that a lot of lower income families tend to buy products that have higher calorie intake values more often due to the feeling of food scarcity that is created because of the lower income per household.
  • Tradition also plays a big role in that, as the traditional soul food cuisine mostly features recipes with fried meat, usually including chicken or pork.

Declining consumption of meat due to health concerns

  • While Black culture is based around eating meat, there has been a recent decline in the consumption of meat, with 31% of people of color reporting reduced meat consumption in 2019.
  • In fact, a study by Gallup shows that non-white demographics are more likely to turn to healthier options by reducing or eliminating meat from their diet.
  • While only3% of Americans identify as vegans, there are over 8% of African-Americans that identify as such.
  • This is mainly due to health and environmental concerns shared by African-Americans.
  • This is further driven by the popularity of veganism among Black celebrities like Beyonce, Jay-Z, the Wu Tang Clan, and Serena Williams.
  • The most popular way that African Americans are cutting back meat consumption is by eating smaller portions than what they would usually eat.
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