As Hispanic cuisine grows, Rumba Meats meets the moment

 

Not too long ago, grabbing dinner in the United States often meant choosing between a few options — Italian, American or Asian. 

But today, more and more people — especially Gen Z and Millennials — are typing "Authentic 
Mexican food near me" into their search bars. 

Once considered niche, Hispanic cuisine has gone mainstream, becoming one of the most beloved global food options in the U.S. Among Gen Z Americans, Mexican food has outpaced American and Italian cuisine as a go-to favorite, according to our 2024 Protein Profile research. This shift reflects a growing love for global foods and bold, vibrant flavors. 

Cargill’s Rumba Meats is meeting the moment. Our brand offers authentic Hispanic ingredients that let home cooks bring these flavors to life in their kitchens.

“Latin American food, especially Mexican cuisine, is a mainstay in young people’s meal plans,” says Stacy Gregori, Rumba Meats senior marketing manager. “Our products make it easy to bring the flavors of Latin America to your table, without compromise.”

 

More than a trend

A mother and son create special moments in the kitchen while preparing a family meal with Rumba Meats, bringing authentic Hispanic flavors home.

Since its launch in 2007, Rumba Meats has been serving up traditional Hispanic dishes across the U.S.

But in 2017, the brand made a strategic move to focus on the growing Latino community. Smart timing, too: Latinos’ U.S. buying power has increased to more than $1.7 trillion. Younger generations in particular are seeking more global flavors, and Latin cuisine fits the bill. It's bold, exciting and packed with history.

Nearly 95% of U.S. consumers have tried Mexican food, with 61% eager to explore the variety of flavors it offers. 

 

Genuine flavors for today’s consumers

More and more families are adding common Hispanic foods to their cooking routine.

The love for Hispanic food culture extends beyond restaurants and food trucks. Americans want to recreate these dishes at home using authentic ingredients. 

“Foodservice is at the forefront of fusion innovation. It impacts the recipes that consumers cook at home,” says Jay Furnald, consumer insights manager at Cargill. 

He adds: “Consumers are pushing their culinary boundaries, with ingredients like corn tortillas, chili peppers and ground beef. They want the same flavors they’ve tasted in local eateries or on their travels abroad.”

Rumba Meats is here to help. By offering cuts like beef cheeks, oxtail and tripe, Rumba makes it possible for home cooks to enjoy traditional dishes like barbacoa and carnitas.

Rumba Meats also taps into something bigger — community. Food isn’t just sustenance; it’s about connection. Rumba Meats gives home cooks the tools to celebrate culture, family and tradition through nutritious, authentic recipes. 

“Food is a way to celebrate our heritage, our traditions and our familia,” Gregori says. “In today’s world, where people are increasingly looking for ways to feel connected, that’s powerful.”

 

More nutritious food, less waste

A young cook carefully fills empanadas, helping her family prepare a meal that honors their Hispanic culinary heritage.

Rumba Meats is also part of Cargill’s broader efforts to build a more sustainable food system. 

“At Cargill, we believe that, in animal agriculture, no part of the animal should go to waste,” Gregori explains. “Through Rumba Meats, we’re doing exactly that.” 

That’s because Hispanic dishes make use of cuts that are often underused in American cuisine. Through Rumba Meats, Cargill is hitting three goals: minimize waste, make the most of the production process and show the ultimate respect for the animals. 

“We’re proud to celebrate the rich culinary heritage of Latin America by offering cuts that have been cherished for generations,” Gregori explains. “We’re delivering essential nutrients through high-quality, protein-rich cuts that play a vital role in nourishing families, while supporting more sustainable, responsible production practices.”

Celebrate the rich culinary heritage of Latin America with our Rumba Meats products. And learn more about how we’re building a more food secure world.

 

More stories