Marketing to Hispanics not as simple as using one message

When President Obama popped into Puerto Rico to hustle votes, he made sure to name drop “arroz con gandules.”

He didn’t use the more widely known arroz con frijoles linked to Cuban or Mexican cuisine. Instead he mentioned the pigeon pea and rice dish more popular among Puerto Ricans.

The president was following a new rule of marketing to Hispanics that dominated a recent panel discussion at the local American Marketing Association chapter.

Read the entire article at TampaBay.com.