Cargill repositioning Rumba Meats brand

Cargill repositioning Rumba Meats brand

Product line to focus on fast-growing Hispanic populations in the U.S.

Cargill recently announced that it is repositioning its Rumba line of fresh variety meats with an emphasis on Hispanic consumers, a segment of the U.S. population that enjoys and values traditional ethnic food. The U.S. Hispanic population is one of the fastest growing, approaching 20% of the nation’s total population and estimated to possess purchasing power of $1.7 trillion by 2017.

“We reviewed our existing Rumba positioning, compared it with our recently conducted consumer rese

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