Give me a steak from “our ranch.”
The American Hereford Association (AHA) and Certified Hereford Beef (CHB) LLC staffs have created a new Hereford-based beef brand specifically targeting Hispanic shoppers.
In 31 Hispanic grocery stores throughout the Los Angeles area, shoppers now have the opportunity to buy Hereford beef labeled Nuestro Rancho, from a service case cut just the way they like it. Through research CHB LLC staff members learned that Hispanics purchase three to four times as much beef as other consumers, and most of the beef they purchase is underutilized cuts from the chuck and round. They seized the opportunity to sell Hereford beef to these consumers, and after careful consideration and planning, launched the new brand.
The name of the brand, “Nuestro Rancho” means “our ranch” in Spanish. “We really wanted a name that would quantify in the minds of Hispanic people in America what the brand was about and would portray the overall feeling of the brand,” says Shonda Anderson, CHB LLC account manager.
The Nuestro Rancho logo can be found on the meats’ packaging as well as on other promotional materials in the stores where the brand is sold. Also with the logo, is the brand’s tagline: “American Hereford Beef.”
The CHB LLC staff chose Harvest Meat Co. Inc. to distribute the product. Harvest Meat has large distribution operations in nine U.S. markets, so the next decision was which grocery store group would offer the Nuestro Rancho brand meats.