To better serve the fastest growing demographic in the U.S., which represents one-third of California's population, the California Beef Council (CBC) launched a Spanish-language Web site that includes beef recipes, nutrition facts and beef safety information.

Virginia Coelho, Fremont cattle producer and CBC chair, says Hispanic consumers represent a great marketing opportunity because they include more daily servings of meat than a general consumer.

“However, there's a shortage of beef-specific information in Spanish,” she says. “We felt that targeted marketing efforts, such as the Web site, will encourage Hispanic consumers to choose beef over other proteins.” translates as “I like beef.”