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The National Pork Board’s First-Ever Hispanic PR Program Wins Top Honor

CHICAGO (June 16, 2003) — The Publicity Club of Chicago (PCC) announced that it recently awarded a Golden Trumpet Public Relations Award to The San Jose Group, the marketing communications agency for the National Pork Board. The award was given for the National Pork Board’s Hispanic public relations program in the PCC 2002 annual competition.

The Publicity Club of Chicago holds the competition each year to acknowledge distinguished individual achievement of public relations and other communications professionals. They are awarded for excellence in planning, creativity and execution. A panel of expert communications professionals who are members of the Publicity Club of Chicago, as well as related organizations including the Public Relations Society of America and the International Association of Business Communicators judge the Golden Trumpet competition. Entries are scored by three separate judges based on objectives, techniques, creativity, cost-effectiveness and results. For the 2003 program 230 entries were submitted.

The winning National Pork Board public relations program addressed Hispanics’ core values and traditions. Additionally, research showed that the Hispanic consumer was concerned about health and safety issues related to pork, based on pork production practices in Hispanic consumers’ countries of origin. An educational program was developed to address the misperceptions about U.S. Pork.

“Based on the qualitative and quantitative research we conducted, it was clear that there was an opportunity to effectively reach the Hispanic market,” explained Dallas Hockman, vice president, Demand Enhancement for the National Pork Board. “Now that we’ve seen the results from year one, we realize that our investment in this market was sound.”

“We are thankful that our client had enough trust in us to explore this project with us,” explained George L. San Jose, president and COO of The San Jose Group. “Our mutual work has been a win-win proposition. The client has seen this, as have our peers at the Publicity Club of Chicago.”

National Pork Board has responsibility for Checkoff-funded research, promotion and consumer information projects and for communicating with pork producers and the public. Through a legislative national Pork Checkoff, pork producers invest $0.40 for each $100 value of hogs sold. The Pork Checkoff funds national and state programs in advertising, consumer information, retail and foodservice marketing, export market promotion, production improvement, technology, swine health and pork safety. More information on communications programs for consumers can be found on www.otherwhitemeat.com or www.elcerdoesbueno.com (Spanish-language).

About The San Jose Group

Incorporated in 1981, The San Jose Group is a consortium of marketing communications companies specializing in reaching the Spanish-speaking Americas. Headquartered in Chicago, the Group’s expertise, services and resources transcend domestic and international markets.

More information about The San Jose Group can be found at https://www.thesanjosegroup.com,  www.otherwhitemeat.com  and www.elcerdoesbueno.com.