Cargill's Rumba Meats evolves as a Hispanic-focused brand
Rumba's new image is currently rolling out to retailers nationwide.
Cargill, Wichita, Kan., announced plans to reposition its Rumba Meats line of fresh variety meats with an emphasis on Hispanic consumers.
"We reviewed our existing Rumba positioning, compared it with our recently conducted consumer research and concluded that we needed to connect better with Hispanic consumers that represent the majority of Rumba purchasers," says Carolina Tabares, senior brand manager for Rumba Meats. "Previously positioned as a multi-cultural product line, Rumba was trying to be too many things to too many consumer segments. We learned that Hispanic consumers are truly interested in a line of variety meats that allows them to enjoy traditional dishes by incorporating quality ingredients to create the eating experiences and flavors representative of their culture and heritage."