Rediscovering Latin identity with Amway
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ADA, Mich., September 19, 2012 /PRNewswire/ — For the nation’s nearly 51 million Hispanics, every day is one of living the colors, flavors, and excitement of Latino culture. From September 15 through October 15, Americans of all ethnicities honor the contributions of American Latinos by celebrating Hispanic Heritage Month. Amway, one of the largest direct selling companies in the world, is joining in this celebration. It has partnered with broadcast networks Discovery en Español and Discovery Familia to create a campaign – “Momentos de Calidad” (“Quality Moments”) – to encourage Hispanics to share those special moments of growing up in Latin America.
Amway, Discovery en Español and Discovery Familia promoted a contest online asking people which memories from growing up in Latin America they yearned for. Mariela Sanchez, 28, from Kissimmee, FL, shared the first ‘quality moment’ that came to mind: seeing her whole extended family, grandparents, siblings, uncles, and cousins, around the dinner table on Sundays.
The vivid picture that the Argentinean Mariela described of this typical ritual – everyone gathered at Grandma’s house eating the favorite local dish – speaks to Latinos of all nationalities. Mariela’s words made her the winner of a trip to Mexico.
Followed by a Discovery crew and with her husband and two daughters by her side, Mariela toured places like the Basilica de Guadalupe and the archaeological site in Teotihuacan. Some of her experiences at parks, plazas and markets in Mexico were captured in video and can be seen in three 60 second segments on Discovery Español and Discovery Familia during Hispanic Heritage Month.
“We are thrilled to participate in this very important celebration for Latinos and feel the Quality Moments segments are also a reflection of the rich tapestry that make up Amway in North America through its Independent Business Owners, employees and customers”, says Jori Hartwig, Vice President of Marketing for Amway North America.
The Quality Moments campaign will also include a twitter party that will be “A journey back to our Latin American Roots” on September 26, 2012 using the hashtag #QualityMoments.
Founded in 1959 and based in Ada, Michigan, Amway is one of the world’s largest direct selling businesses and a member of the Alticor family of companies. Amway offers consumer products and business opportunities in more than 100 countries and territories worldwide through more than 3 million Independent Business Owners building their own AMWAY businesses. Top-selling brands for Amway are NUTRILITE® vitamin, mineral and dietary supplements and ARTISTRY® skincare and colour cosmetics.
With more than 20,000 employees worldwide, Alticor is privately held by the Van Andel and DeVos families, headed by Chairman Steve Van Andel and President Doug DeVos, and governed by a board of directors led by members of the two families and two outside directors. The company provides product development, manufacturing and logistics services through Access Business Group and Alticor Corporate Enterprises. Alticor reported $10.9 billion in annual sales for 2011. For company news, visit news.amway.com.