According to the U.S. Census bureau, the number of Hispanic-owned businesses grew 88 percent during the 10-year period from 1997 to 2007, almost 3 times the national level (30 percent) for the same period.* In fact, there were 2.3 million Hispanic-owned business in the U.S. in 2007, and the number is expected to reach 4.3 million in the next six years, according to a study done by HispanTelligence.**

Helping Hispanics achieve these growth levels are companies offering professionals the opportunity to build and develop their businesses. As a leading manufacturer and distributor of paints, primers and related products, Behr Process Corporation, with its BehrPro℠ program, is committed to the growth of Latino-owned businesses throughout the U.S. through various initiatives, including the BehrPro Experience 2011, Direct to Pro℠ program and online solutions.

The BehrPro Experience 2011, a mobile marketing tour, has been traveling across the country since June to demonstrate and educate customers on Behr’s extensive offering of professional products and services. Traveling to more than 400 Home Depot stores nationwide, the mobile tour is currently in Colorado, Los Angeles, Dallas, Miami, and New Jersey.

Designed specifically with the professional in mind, Behr’s mobile tour showcases its industry-leading solutions intended to help pros grow and build better businesses. Event attendees have the opportunity to meet with regional BehrPro sales representatives and learn about new products and service offerings, demo products, mingle with industry peers, giveaways, and enjoy Behr’s hospitality.

At the cornerstone of Behr’s professional initiative is its Direct To Pro℠ program. Whether it’s a residential renovation or a commercial construction project, this service meets the needs of industry tradesman by offering free jobsite product delivery by certified coating specialists who can walk the site, answer product questions, and help troubleshoot problems. The BehrPro representatives have been trained to provide insight and a point-of-view with professionals, and are also bilingual. The program also provides guaranteed order fulfillment within 72 hours of placing an order.  Direct To Pro is the only program of its kind, and has proven to be a go-to resource for professionals looking to get a leg up on the competition.

In addition, the brand has developed tactics to reach the Hispanic professional market, including the introduction of the BehrPro Spanish-language website, launched in February 2011. From Behr’s  program to useful in-depth resources like Paintworld, the new site,, provides Hispanic professionals with a wide array of information, including extensive resources on BEHR® interior, exterior and specialty products; business management and networking advice; useful project tips and tools; and information on a range of Behr solutions to help professionals better build their businesses.

*The Small Business Watchdog:



Leave a Reply

Your email address will not be published. Required fields are marked *