Dear PRBA Members:
The Puerto Rican Day Parade is upon us and, as in years past, the Puerto Rican Bar Association will proudly march down Fifth Avenue with our brothers and sisters. This year's grand marshal, the timeless Chita Rivera, epitomizes the enduring Puertorriquena spirit. The theme; "Salud: Celebrating Your Health," is especially compelling. Let's continue to advocate for a steady stream of fresh fruits, vegetables, and nutritious beverages to our communities. As thrilled as we are to participate in this day of cultural pride, we would be remiss not to mention the display of an image resembling the Puerto Rican flag on promotional 24 ounce beer cans, which has mired the parade in controversy.
While marketing beer alongside cultural icons is not unique (particularly in places where breweries are integral to the area), here, the use of the reference to Puerto Rico carried the stain of exploitation. The forced association between the beer manufacturer and Puerto Rico, sadly reinforced the view of Latinos as inattentive consumers. Strong community pushback led to an apology and the removal of the cans from the market. The lesson learned is, if you try to sell us a bill of goods, it will cost you in the long run.
If you are interested in marching with the Puerto Rican Bar Association on Sunday, June 9, 2013 (10 a.m. meeting), please email rsvp@prba.net by Saturday June 8, to arrange to pick up your wristbands.
We look forward to seeing you.
Thank you ~ PRBA Officers and Board of Directors.
Please visit our website at www.prba.net