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Cargill repositioning Rumba Meats brand

Cargill repositioning Rumba Meats brand

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 research and concluded that we needed to connect better with Hispanic consumers that represent the majority of Rumba purchasers,” said Carolina Tabares, senior brand manager for Rumba Meats.

Vibrant colors, such as red, blue, yellow and green hues that were selected for Rumba imagery, are common throughout Hispanic culture. Source: Cargill

Previously positioned as a multicultural product line, Tabares said 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.” 

Rumba’s marketing team explored numerous options, carefully selecting colors, images and words relevant to Hispanic consumers. Each element of Rumba’s new marketing effort – including its packaging, logo, point-of-sale materials, online advertising and tagline – was tested with consumers. Vibrant colors, such as red, blue, yellow and green hues that were selected for Rumba imagery, are common throughout Hispanic culture.

The company has incorporated new marketing elements with Rumba’s new look, including packaging, a Facebook page, website, digital banner ads, Pandora Internet Radio ads and retail point-of-sale elements. Most marketing elements incorporate what’s being called the “dancing lady” graphic, representing the culture, tradition and celebration the brand embodies. Rumba’s new image is currently rolling out to retailers nationwide.

“We want Rumba to be a celebratory part of people’s lives, providing consumers with meat products that will help them produce authentic, traditional, dishes they told us they enjoy preparing for family meals,” Tabares explained. “Traditional dishes make Hispanic family mealtimes special, and we want Rumba Meats to help families make those gatherings memorable."

Tabares said Rumba represents nutritious, delicious, wholesome protein products that meet the needs of Hispanic consumers while providing retail customers with an offering that is relevant to their cultures.

USGS, USFS release new rangeland fire science plan

The U.S. Department of the Interior released a new science plan Oct. 31 that will serve as an action-oriented blueprint for acquiring information needed to make science-based decisions to restore and conserve the imperiled "sagebrush sea," a roughly 500,000-square mile area of sagebrush steppe habitat across western North America.

The science plan identifies 37 priority science needs that address knowledge gaps in five topic areas: (1) fire, (2) invasive plants, (3) restoration, (4) sagebrush and greater sage grouse and (5) climate and weather.

Led jointly by the U.S. Geological Survey (USGS) and the U.S. Forest Service (USFS), the plan is a critical step in the implementation of the 2015 Integrated Rangeland Fire Management Strategy. The goal of that strategy is to reduce the size, severity and cost of rangeland fires; address the spread of cheatgrass and other invasive species that exacerbate the threat of fire; position fire management resources for more effective rangeland fire response, and effectively restore healthy rangeland landscapes.

“We know that addressing the threat of rangeland fire is critical to conserving sagebrush habitat and the many species, including the greater sage grouse, that depend on it for survival. The science plan unveiled today helps us do just that,” Interior Secretary Sally Jewell said. “With so much at stake, both ecologically and economically, we are committed to the plan’s successful implementation and continued collaboration with states, scientists, resource managers, western communities, ranchers and farmers.”

Across the West, the accelerated invasion of non-native grasses, coupled with the effects of intensified drought and climate change, are creating conditions that lead to large, intense rangeland fires. These fires can easily burn thousands of acres in an hour, destroying livelihoods and crucial sagebrush habitat that is home to the greater sage grouse and more than 350 other species of wildlife.

Jewell and Agriculture Secretary Tom Vilsack have worked closely with western states, federal agencies, ranchers, community leaders and other partners to improve management of sagebrush landscapes, with a particular focus on rangeland fire-fighting capacity and the encouragement of proactive partnerships with ranchers, farmers, rural communities and other landowners.

“It is imperative that our producers have the best science available to inform their decisions and that our federal plans are also based upon well-vetted research,” Vilsack said. “Balancing conservation with agricultural demands is no easy task. The decisions western farmers and ranchers and other private landowners make every day about what to do on their land have a critical impact on sage grouse. Thanks to the commitment of more than 1,300 ranchers, we have already conserved over 5 million acres of land as a part of this effort and (the U.S. Department of Agriculture) has invested more than $400 million to reach $760 million with our partners through 2018. By ensuring we are collecting the best science, we can be sure that our dollars are being put to their best use for this effort.”

USGS director Suzette Kimball added, “Research and management partnerships are critical to ensure science is addressed in a manner that is both relevant to management and scientifically credible.”

For example, this science plan identifies research activities to continue improvement of native plant restoration and landscape rehabilitation after fires, including new and improved seeding methods. Greater sage grouse and other wildlife depend on native plant communities for food and habitat.

The interagency team incorporated research planning already completed over the past five years and invited broad community participation toward identifying science priorities. For each of the 37 science needs that were identified, subcategories of those needs have been further outlined, including a presentation of recently completed science, related science, science that is lacking but needed for more effective management and then recommendations for next steps.

The Integrated Rangeland Fire Management Strategy Actionable Science Plan can be viewed here.

Greater sage grouse inhabit parts of 11 U.S. states and two Canadian provinces in western North America. Implementation of effective management actions for the benefit of sage-grouse continues to be a focus of Interior agencies following the 2015 decision by the U.S. Fish & Wildlife Service that the species is not warranted for listing under the Endangered Species Act.