Cargill's Rumba Meats® Brand Rolls Out Tools for Hispanic Consumers

The protein provider leverages this beloved brand to maximize sales at retail and hone in on an integral market


by  Chandler James, Deli Market News

September 14th, 2020


Wayzata, MN -- Flavor goes hand in hand with memory, and many consumers rely on their food for a sense of comfort in everyday life. And as consumers spend more time at home due to the pandemic, they are increasingly cooking from scratch and connecting with their family in the kitchen. Cargill has set out to make familiar eating experiences accessible to everyone, rolling out quick and easy recipes, shortcuts, and cooking tips from its Rumba Meats® brand that simplify and expedite making traditional Hispanic meals at home.


“Rumba Meats is the only branded beef variety product line in the U.S.,” said Hilary Gerard, Retail Beef Brand Manager for Cargill Protein, North America. “Each Rumba Meats product is vacuum-packed to allow for easy storing and freezing and enable consumers to see all sides of the product.”


To help consumers save time while celebrating their heritage, Rumba Meats is helping home cooks execute three key methods: speed scratch recipes, meal prepping, and recipe shortcuts. These methods, alongside convenient meal options such as speed-scratch salsa, barbacoa tacos, and Instant Pot bone broth, enable Hispanic consumers to connect with their loved ones by creating quicker versions of authentic dishes.


“Rumba Meats is a full product line solution aimed to help retailers appeal to Hispanic consumers. Through our research, we’ve found that Hispanic consumers often turn to retailers that offer high-quality variety meats like Rumba,” Hilary continued. “To attract Hispanic consumers whose size and buying power is on the rise requires us to authentically market in a way that is meaningful to them.”


Beef is often used in traditional Hispanic recipes, and the quality of beef is important. According to Rumba Meats’ recent multicultural survey: