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National Corporate Network Formed to Exchange Ideas on Hispanic Market

February 26, 1986

WASHINGTON (AP) _ A new coalition of corporations will help American business learn how to appeal to the country’s fast-growing Hispanic market.

Executives of 12 major U.S. corporations were scheduled to announce today the formation of a national network to promote the Hispanic market across the nation.

The National Hispanic Corporate Council (NHCC) is chaired by Olga Aros of Phoenix, who is Southwest regional marketing manager for the newspaper USA Today.

She said the council - a Fortune 500 network of Hispanic executives - has been established to develop a nationwide information exchange among major corporations throughout the country.

″The Hispanic community has grown nearly five times as fast as the general U.S. population and has established itself as the fastest growing group in America - with over 90 billion in consumer spending dollars,″ said Aros.

″It is evident that Hispanics represent a growing market and will be of increasing economic importance in future years,″ she said.

She said that many corporations are becoming knowledgeable about this market ″but much more research remains to be done to help corporate America reach Hispanics successfully.″

Council board members are inviting other leading corporations to join the network.

A chief goal of the council is to provide information that will help corporations focus their marketing and sales efforts on the Hispanic market.

It is hoped that the hiring of more Hispanics will be one of the network’s achievements.

Another expressed goal is to provide Hispanics with access to corporate America. The network will touch on a wide range of areas such as community relations, education, sales, marketing, promotions, financial investments, and philanthropy, said Aros.

Charles Barajas of Texas-based Southland Corp. will serve as first vice chairman of the council.

Rita Di Martino of American Telephone and Telegraph will be second vice chairman, Patricia V. Asip of J.C. Penney Co. will be operations officer, and Charles A. Shoumaker of Circle K Corp. will be financial officer.

Others on the board are:

Jesse Aguirre of Anheuser-Busch Companies, Inc.; Richard Amundsen of Coca- Cola USA; Jaime Ramirez of the Equitable Life Assurance Society of the United States; Jose Ruano of Miller Brewing Co.; David Rubio of McDonald’s Corp.; Alex Vasquez of Allstate Insurance Co., and Albert C. Zapanta of Atlantic Richfield Co.

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