Goya Foods marks Christmas with huge Tri-state Hispanic CSR initiative

SECAUCUS, NJ- Hispanic food giant Goya Foods marked the Christmas season by conducting a series of Hispanic CSR programs to benefit charities in the Tri-State area.  In keeping with its decades-long commitment of supporting local communities Goya partnered with the New York Mets to donate 5,000 pounds of products to City Harvest, an organization that distributes food to pantries throughout New York City. In addition to the food drive 3,000 toys were distributed to children in New York and New Jersey through Goya’s partnership with the Hispanic Federation, a Manhattan-based service oriented membership organization.

Goya Foods also sponsored the annual Posadas y Pastorelas, a singing holiday procession, and performance organized by Mano a Mano, an institution dedicated to promoting Mexican culture and traditions among immigrants, artists, educators and the general public. Also, Goya Foods served as title sponsor for the Virgen de la Guadalupe international run organized by Asociacion Tepeyac, a network of 40 community based organizations, whose mission is to promote the social welfare and Ehuman rights of Latino immigrants. The marathon began its journey at the Basilica of Our Lady of Guadalupe in Mexico City in early October and ended at St. Patrick’s Cathedral in New York on December 12th.

Working closely with the Salvadoran Consulate, and keeping true to its history of responding when countries are affected by natural disasters, Goya Foods donated two truckloads of food to the over 15,000 victims of Hurricane Ida in El Salvador.

“Goya Foods has traditionally participated in activities that give back to our local communities. During this Christmas season, we celebrate family and tradition, and what better time is there to reach out to those less fortunate,” stated Rafael Toro, Director of Public Relations at Goya Foods.

Black AIDS Institute will kick 2010 off with national platform to build Black AIDS Awareness

LOS ANGELES, CA – Martin Luther King Jr. weekend will mark the kick-off of the Black AIDS Institute’s National Trump AIDS Bid Whist Tournaments in Atlanta and across the country.  Bid Whist as it exists today is a form of an underground card game made popular during the times of slavery.

The Trump AIDS tournaments are a platform to mobilize Black communities to raise funds and build awareness in the fight against HIV/AIDS. Tournament participants are encouraged to get involved with ending the AIDS epidemic in the Black community while having fun and potentially winning guaranteed cash prizes.  There are several local qualifying tournaments to participate in from January 15 to the weekend of August 27, 2010.   A complete list of host cities is available at www.trumpaids.org.

The Tournament will culminate at the Trump AIDS nationals November 2010.

PRSA’s merger of multicutural division causes rift

NEW YORK, NY -  Some members are disputing the Public Relations Society of America (PRSA) decision to integrate its Multicultural Communications Section (MCS) into its Diversity Committee. Last week, PRSA said it would combine the units due to a failure of the multicultural section to meet financial and other benchmarks.  To read the full paid story from PR Week click here.

Hispanic entertainment PR firm CEO opens her own record label Trevino Music Group

LOS ANGELES, CA – Hispanic entertainment PR firm CEO Reyna Trevino has opened her own record label Trevino Music Group, which is being distributed through Universal Music Group.

10 Things Retailers Should Know

By Alvaro Cabrera
Executive director of integration,  Dieste, Inc.

1. U.S. Hispanic spending power growth has significantly outpaced non-Hispanic with an average of $5 more per basket.

On average, Hispanics spend 13% more than GM consumer in the CPG category. As food plays an important role in Latino culture and they tend to have higher monthly food expenditures than non-Hispanics.

Hispanics also spend more than the GM on clothing because of their higher proportion of children and their younger demographic more prone to keep up with the latest trends. The average Latina has 11 pairs of jeans, while the average Caucasian female has nine.

2. Hispanics are quickly becoming the savviest of shoppers.

Hispanic women are significantly more aware (by a 48% to 36% margin) of “sales” before going to the store than GM shoppers.

Hispanics have always been savvy consumers and yet, the economic downfall has forced Latina moms to add new tactics to their repertoire like usage of coupons and in-store communications.

Although the current crisis hasn’t affected Hispanics shopping patterns as drastically as the GM, Latinos are looking for partners that will help them navigate their current reality. Going forward, the key challenge for merchants is to redefine the consumer’s value equation from “value = price” to “value = price + something else” (e.g., customer service, product’s healthy attributes, designer exclusives).

3. Hispanic research and plan for each trip.

Hispanics plan their trips well — more so than the GM population — not only for what’s needed, but also for the value that can be attained.

For Hispanics, the planning phase is important in organizing the shopping trip and controlling impulse purchases and budgets, not eliminating additional fill-in shopping (the general market’s primary motivation is limiting the number of trips in a given time frame).

4. Hispanics are macro shopping.

Hispanic consumers are almost four times more likely than GM consumers to make their grocery shopping at mass merchandisers and mega stores.

Hispanic consumers travel significant distances to shop in these channels and spend considerable time and money in each visit, thus making large purchases and family-sized items a top priority for those shopping trips. Also, these mass merchandisers allow the consumers to shop for multiple-product categories.

5. Hispanics are not one-stop shoppers.

Hispanics significantly outpace the national spending averages across nearly every channel in CPG spending. The shopping experience plays a far more important role in their lives than for their non-Hispanic peers, making them a highly attractive segment for retailers. Hispanics are not only shopping to fulfill a list, but to fulfill different needs and experiences as well.

6. Hispanics enjoy the shopping experience.

37% of Hispanics “enjoy any kind of shopping” (vs. 25% of non-Hispanics).

No matter where, Hispanics report that shopping is a “feel good” experience. 53% of Hispanics evaluate their trip satisfaction on being “a fun place to shop.” While, 43% of Hispanics “enjoy shopping even when they are not buying,” vs. 37% of non-Hispanics. For retailers it is important to embrace the market by making store investments to become a FUN-shopping destination for Hispanics.

7. Shopping is not a chore.

“The store is a place where I can spend time with friends and family.” Department – 50% Hisp. vs. 28% GM; Grocery – Hisp. 48% vs. 19% GM; Mass – Hisp. 46% vs. 24% GM; Drugstore – Hisp. 41% vs. 25% GM.

For Hispanics, shopping is a destination for meeting with friends and family, an opportunity to catch up and spend time together. Offering a more interactive environment allows retailers to become a preferred destination.

8. Advertising impacts and attracts Hispanics

36% of Hispanics say that they remember advertised products while shopping. 31% say that ads help them pick products for their kids.

Hispanics tend to be more receptive to advertising and marketing efforts than GM. Another important aspect of advertising is retail promotions that in most cases will influence their decision to visit a particular store.

They are actively seeking choices that allow them to increase their brand selection with new and better products and advertising plays an important role in getting brands noticed and differentiated.

9. It is a myth that Hispanics, overall, are more loyal.

Only those Hispanics who are recent arrivals (fewer than four years in the US) display above average brand loyalty.

There is no conclusive proof to say, in general, that Hispanics are more loyal shoppers. Retailer loyalty is strong among Hispanics but it pertains mainly to the store of choice, based on the need. Continued loyalty relies on value offer, product quality, and experience consistency.

10. Hispanics are quickly adopting online shopping.

Nearly two-thirds (62%) of Hispanic Internet users are buying online.

Retail initiatives for Hispanics have been primarily focused on brick and mortar, but the time has come to expand initiatives to the virtual shopping world.

In 2007, Hispanic online purchases accounted for $12.8 billion, 11% of all online retail spending. Furthermore, Hispanics are more likely to provide online feedback: 34% vs. 27% of non-Hispanics.

Now it is imperative that brands and retailers offer the opportunity for online purchases. Additionally, this will open up a whole new avenue for building a brand relationship through online activations and promotions. It also multiplies the impact through digital word of mouth via consumer feedback.

Story courtesy MediaPost Engage:Hispanics

WDNA-FM arrives in Miami to document stories of Latinos

MIAMI, FL– StoryCorps, a national initiative to document the unique stories of Americans, will record the stories of Miami’s Latino residents as part of its Historias Initiative January 7 – 30, 2010.  Historias, which means ‘story’ in Spanish, is an ongoing initiative to capture and celebrate the diversity of Latinos culture.

The StoryCorps MobileBooth – an Airstream trailer outfitted with a recording studio – will be parked at the Wolfson Campus of Miami Dade College for four weeks. Reservations can now be made through StoryCorps’ 24-hour reservation line, 1-800-850-4406, or at StoryCorps.org. StoryCorps Historias plans to collect 120 interviews during its stay in Miami.

At the Mobile Booth, interviews are conducted between two people who know and care about each other. A trained facilitator guides the participants through the interview process and handles the technical aspects of the recording. At the end of each 40-minute session, participants walk away with a free CD copy of their interview. With their permission, a second copy becomes part of an archive at the American Folklife Center at the Library of Congress for future generations to hear. During the first year of Historias, StoryCorps will visit cities across the nation, partnering with local radio stations, cultural institutions and community-based organizations to collect nearly 1,000 stories throughout the U.S. and Puerto Rico. In Miami, StoryCorps is partnering with WDNA-FM 88.9 Public Radio, which will air a selection of the local stories. Selected interviews will also air on Latino USA, an English-language news program broadcast in 31 states and NPR’s Morning Edition.

StoryCorps requests a donation of $25 for each interview. If participants cannot afford to meet the suggested donation, they may participate at no cost, ensuring that StoryCorps remains a free public service. StoryCorps interviews can be conducted in any language. StoryCorps facilitators are trained to conduct interviews in either English or Spanish.


Hispanic PR blog weekend recap

Top stories  for the week of December 21-25, 2009

December 25
Black Broadcasting Network launches on Verizon FiOS TV VOD

 Nevarez Communications will represent Latina celebrity chef Cielito Rosado

December 24
 Tamales for Christmas are a true Texas tradition

 Azteca America CSR program returns largest toy drive in Mexico to L.A.

December 23
Singer Jose Feliciano issues statement condemning holiday message of hate and racism

HP: Our Webcams Are Not RacistDon’t mess with Texas: More Americans moving in

 Hispanic Public Relations Conference buzz reaches Times Square NYC!

December 22
 HNBA commends federal indictments in hate crime case

 PRSA retires Multicultural Section; will be folded into Diversity Committee

 Latinos struck hard by economy in 2009 but cautiously optimistic for 2010

 Obama naming Hispanics to top posts at record pace

 2010: The Year Social Marketing Gets Serious

 Latinos narrowed online gap between 2006-2008

 Northwest Area Foundation awards $300,000 to Latino asset-building effort

 2009’s Top 10 list of immigration debate-related resources announced

December 21
2009’s Top 10 list of immigration debate-related resources announced

Black Broadcasting Network launches on Verizon FiOS TV VOD

HOUSTON – The Black Broadcasting Network (BBN), an African American owned and operated Cable Network by Pioneers, Entertainment Attorney Ricky Anderson and Yusef Muhammad, is now available on Verizon FiOS TV Video on Demand (VOD).

BBN is available nationwide (from New York to Los Angeles) on Verizon FiOS TV.  The 24/7 network targets an underserved urban 18-34 demographic.  BBN programming will focus on popular entertainment and a variety of program genres featuring African American and Latino artists, casts, comedians, producers, filmmakers and athletes.  Genres include the latest in movies, music, music videos, independent films, black college sports, reality shows, comedy, and current affairs.

“We are excited about our affiliation with Verizon FiOS TV,” says Attorney Ricky Anderson, Black Broadcasting Network’s Chairman/CEO.  “This day established our existence in Broadcast Cable.  The Network will focus on programming that is appealing, interesting, entertaining and culturally relevant to urban viewers today.”

Black Broadcasting Network targets the underserved viewers through its unique programming niche.  Notable programs include coverage of popular Black College Sports, the Premier Basketball League, Ringside Boxing, Films and an exclusive library of original productions.  BBNs strongest competitive advantage is a non-traditional approach, to be where the audience is–on multiple platforms including linear, VOD, broadband and mobile.

“Black Broadcasting Network is the dominant source of programming for Black Audiences and the newest addition in Black Television.  BBN attracts today’s urban audience – an audience who not only creates popular culture, but maintains it as an integral part of their identity,” says Yusef Muhammad, President/COO of Black Broadcasting Network.  “BBN offers an outlet for Indie producers to showcase their talent across multiple platforms.”


Nevarez Communications will represent Latina celebrity chef Cielito Rosado

Miami, FL – Hispanic PR firm Nevarez Communications has been selected to represent Latina celerity chef and internationally known television personality, Cielito Rosado.

Puerto Rican-born celebrity chef Cielito Rosado began her culinary career in 1991, with a cooking segment on Univisión. In 1999 she moved to WAPA-TV where she launched two cooking shows, “Las Sabrosuras de Cielito” and  “Cielito What’s Cooking” which are broadcast to the United States on WAPA América during prime time on weekends. Cielito’s cooking shows are focused on providing tips and recipes for quick, easy and delicious meals for the entire family.  In 2005, she launched her website www.cielitorosado.com, which today is one of the most visited on-line cooking portals in Spanish. In 2005 she also released her first book, “Cielito Rosado para todos los días”, a collection of over 350 beautifully-illustrated recipes. An entrepreneur at heart, Cielito also owns a culinary supply company that provides food products, including her own private label gourmet coffee, for numerous television productions.

“This is an exciting time for Cielito and we are honored to represent her as she pursues more opportunities to expand her influence,” said Mayna Nevarez, CEO of Nevarez Communications. “She is an amazing role model for other Latinas and reminds us all that with hard work and determination you can reach your dreams.”

More reasons why Dallas is the host city for the 2010 Hispanic PR & Social Marketing Conference

Other top reasons why Dallas is a terrific choice for the first ever Hispanic PR & Social Marketing Conference, May 10-12, 2010.

  • Dallas is the top visitor and leisure destination in Texas.
  • Dallas was noted as one of the top 44 destinations in the world to visit in 2009 by the New York Times. To see the story and read about why Dallas made the list visit:
  • http://www.nytimes.com/interactive/2009/01/11/travel/20090111_DESTINATION S.html?scp=5&sq=%22Places%20to%20Go%22&st=cse
  • 11 entertainment districts are located in the downtown area or within 3 miles of  downtown offering your attendees an abundance of choices during their free time in Dallas.
  • Over 11 billion dollars in new development projects have been completed or will be completed by September of 2009.
  • Dallas has the largest contiguous Arts District in the country and in the heart of our arts district, the biggest performing arts complex in the world to open since Lincoln Center will debut in September of 2009.
  • Dallas is the third most popular US Business Travel Destination in America.
  • The city is geographically located within (4) hours by airplane from all major cities in the United States.  It has been named amongst the most effective “attendance generating” destinations in the country and has long been admired as a host city with superior performance and personal commitment.
  • Fourth largest metropolitan area in the United States with over 6 million people residing in the DFW Metroplex area (Ft. Worth, Dallas, Arlington area).
  • 23 major cities in Texas, Louisiana, Alabama, Arkansas, Kansas, Tennessee, Colorado, and New Mexico are 12 hours or less driving distance from Dallas.
  • DFW Airport is the third busiest airport in the world offering over 2,000 flights daily and has non stop service to 170 domestic and international destinations. 70 of these daily flights service international destinations. Our airport is located just 20 miles (25-30 minutes) from downtown area.
  • Love Field Airport is located 7 miles from downtown and is home to Southwest Airlines and has over 300 flights daily.
  • Dallas offers over 7,000 dining choices and 79 cuisines. We are a city that has some nationally recognized restaurants. There is something for everyone!
  • State of the Art Light Rail System, which transports riders through the heart of  downtown Dallas and transports passengers to convention center, shopping and entertainment districts and will extend out to DFW Airport in 2013.
  • 23 Fortune 500 Companies located in the DFW Metroplex.

Tamales for Christmas are a true Texas tradition

Forget the fruitcake and nix the nog.  In Texas, it wouldn’t be Christmas without tamales.

While shoppers from Washington to Maine swarmed the malls the day after Thanksgiving, many Texans were lining up to order — or make — Christmas Eve tamales. The corn masa-and-meat bundles — individually wrapped in corn husks and then steamed — are part of the traditional Mexican celebration of las posadas, which commemorates Mary and Joseph’s search for shelter before the birth of Jesus.

Rhett Rushing, folklorist at San Antonio’s Institute of Texan Cultures, said tamales have been traditional Christmas Eve fare for centuries because they’re portable, easy to store and inexpensive to make for large gatherings.  To read the full story click here.

Azteca America CSR program returns largest toy drive in Mexico to L.A.

LOS ANGELES, CA – With 15 years of history, the “Jugueton” goes binational and returns to Los Angeles to exceed its goal of collecting and distributing 15 million new toys

-Collection centers at Azteca America Los Angeles, The Mexican Consulate of Los Angeles and Plaza Mexico
-Invited guests at Plaza Mexico include surprise talent, community leaders and more

Toys will also be distributed to non-profit organizations including: the American Cancer Society, Los Angeles Children´s Hospital, Padres Contra El Cancer, From Heart to Heart (De Corazon a Corazon Foundation), Neighborhood Legal Services and other important community groups.

Fundacion Azteca America, Azteca America Los Angeles and Fundacion Hermes Music bring the largest toy drive of Mexico, Jugueton, led by television personality and community leader Jorge Garralda, who returns to Los Angeles on January 9 at 12:00 noon at Plaza Mexico, to give smiles and new toys to needy children.

For 15 years running, the Jugueton is the largest and most well-know toy drive in Mexico, where hundreds of caravans of gifts set out to distribute gifts throughout Mexico on Three Kings Day.

The Jugueton is a project supported by Mexican entrepreneur Ricardo Salinas Pliego, founder and chairman of Grupo Salinas, which includes TV Azteca and Azteca America, among other important companies.

The goal this year is to collect and distribute 15 million toys, including over 15,000 in Los Angeles.