Florida Dairy Farmers Selects Bauza & Associates

Milk Promotion Organization Taps Agency to Help Increase Milk Consumption, Promote Health among Hispanic Population in Florida Through Culturally-Relevant Communication

 

ORLANDO, Florida (September 26, 2011) – Bauzá & Associates, a full-service marketing communication agency specializing in transcending brands to Hispanic and multicultural audiences, today announced it was hired by the Florida Dairy Farmers to support its Hispanic market initiatives and projects.

 

Florida Dairy Farmers (FDF) is Florida’s milk promotion organization, representing more than 130 Florida dairy farmers who work every day to provide a steady supply of fresh milk. The farmer-funded organization works to enhance the industry’s image with a goal of increasing milk and dairy product sales statewide via consumer marketing and education. The Dairy Council of Florida is a component of FDF and serves Florida educators and health professionals.

 

The bi-lingual campaign will focus on increasing dairy consumption, educating consumers on milk production as well as promoting dairy health and wellness.  It will be primarily aimed at Hispanic mothers as well as children and will feature traditional and social media components, public relations and events.

 

Hispanics continue to be a growing economic force in Florida and dairy is an essential part of Hispanic culture and diet.  From a health-perspective, obesity rates are higher in Hispanic children with the Journal of American Dietetic Association reporting that 23 percent of Hispanic children were overweight.

 

"The Hispanic market is and will continue to represent a vitally important market segment for dairy consumption and we want to reach the market in a culturally-relevant manner," said Diahann A. Smith, Multicultural Communications Senior Manager at Florida Dairy Farmers.  "We selected Bauza & Associates because of their capabilities; creativity and proven track record in helping companies achieve their business objectives with the Hispanic market."

 

"We are delighted to work with Florida Dairy Farmers who values the economic impact of the Hispanic market, and has such an important mission," said Hector Bauza, CEO of Bauza & Associates.  "Promoting dairy consumption and dairy health in the Hispanic market not only makes smart financial sense, but it is also needed for the wellbeing and health of Hispanics throughout Florida."