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Major brand names marketing products to Hispanics

BY Allison Cerra

NEW YORK Major consumer product manufacturers are marketing their products at Hispanics through television.

Just last month, Coca-Cola launched “Destapa Tus Suenos” or “Unleash Your Dreams.” The campaign was the central message for “Destapa La Felicidad,” the Hispanic adaptation of “Open Happiness” – the new global integrated marketing campaign for Coca-Cola that was introduced in January.

Despite the fact that unemployment among Hispanics shot up in March to 11.4%, compared with 8.5% for the U.S. population as a whole, according to the Bureau of Labor Statistics, Hispanic consumers typically like to buy products and services from brands advertised on TV, and rely heavily on basic packaged goods. By combining the two, the product integration successfully reaches this niche.

Business Week cited a TNS Media Intelligence report which indicated that General Mills tripled its spending on commercials on Spanish-language TV to more than $35 million last year.

“We’ve gone aggressively into Hispanic marketing, because we’re getting double-digit sales gains,” said General Mills chief marketing officer Mark Addicks.

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Jones Soda’s Van Stolk resigns from board of directors

BY Allison Cerra

LONDON Jones Soda Co.’s founder has stepped down from the board of directors, according to reports.

In a filing disclosed to the Securities and Exchange Commission, Peter van Stolk, has resigned because of concern about the direction of the company. Van Stolk agreed to reduce his severance payments under the Separation Agreement by approximately $100,000 to an aggregate of approximately $350,000, and he won’t be bound by noncompetition and nondisparagement obligations.

Last month, the company announced that Joth Ricci would become its new CEO. Van Stolk had left as chief executive last year.

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US Farms launches new Web site, product

BY Allison Cerra

SAN DIEGO US Farms, a developer and distributor of horticultural and wellness-based products, announced Friday the launch of its new Web site, www.usfarmsaloeverajuice.com, which will operate as a division of the company.

The company will begin selling its newest product, US Farms Aloe Vera Juice. It retails for $14.95 per bottle or wholesales for $89.95 per case (12 bottles). US Farms Aloe Vera Juice can be ordered online with Visa, Master Card, Discover, or American Express.

US Farms Aloe Vera Juice is an exclusive proprietary formulation which includes: Aloe Vera Juice (Barbadensis Miller), White Grape, Cranberry, Concord Grape and Black Cherry juice concentrate which are potent anti-oxidants and phyto-nutrients.

Customers interested in sampling the new Aloe Vera Juice can visit the company’s Web site: www.usfarmsaloeverajuice.com/sample. The sample will be offered for a limited time in a 32-ounce bottle.

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