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Communities, but we're very proud of our company. two years in the market. we've won some prestigious awards. yes, you will talk to these markets differently. the latino market we want to make sure they know there's a heritage behind the product, that there's an authenticity that it comes from a very special place. obviously we want to offer good value, good pricing, good service, and we do all of that and, of course, for the general market we're going to accentuate a lot of those same things but we may have a little bit of a different message, a little bit different talking point. >> how can ...

>> well, i don't know. it shouldn't be so mysterious. let me say the latino community is not a completely homo genius community. first generation, second, folks that have been here for generations and maybe not even -- don't speak spanish or are not really connected to their heritage. but you know the numbers. these numbers will continue to grow. it could be 25% of the u.s. population in the next 30 or 40 years. so an old boss of mine used to say the neighborhood is changing, and we've to be good neighbors and this is an incredible consumer market. >> and how much time do you spend in your own...

Culture and american culture in a different way, but you figure out how to communicate with each generation. one of the interesting facts about the spanish speaking market in the u.s. is almost 75% are under the age of 45. they are incredible consumers of it technology and media and they are part of the mine stream as equally as tied to their own culture. >> that was like the budweiser poster, half in spanish and ended in english. i thought that was really interesting. >> that's the norm. as a marketer you have to understand that it's not easy just putting your exact same ads in english and sp...

Is not a completely homo genius community. first generation, second, folks that have been here for generations and maybe not even -- don't speak spanish or are not really connect ed to their heritage. but you know the numbers. these numbers will continue to grow. it could be 25% of the u.s. population in the next 30 or 40 years. so an old boss of mine used to say the neighborhood is changing, and we've to be good neighbors and this is an incredible consumer market. >> and how much time do you spend in your own marketing, hector? how much time do you think about -- you gave us an example how yo...

Proud of our company. two years in the market. we've won some prestigious awards. yes, you will talk to these markets differently. the latino market we want to make sure they know there's a heritage behind the product, that there's an authenticity that it comes from a very special place. obviously we want to offer good value, good pricing, good servi service, and we do all of that and, of course, for the general market we're going to accentuate a lot of those same things but we may have a little bit of a different message, a little bit different talking point. >> how can you figure this out? w...