Smithfield Lean Generation Rolls Out 'Deli For The Cure'

SMITHFIELD, Vir. -- Smithfield Deli Group based here has created a new cause marketing campaign for the deli department that will become a major sponsor of breast cancer research, awareness and early detection.

Deli For The Cure will contribute up to $250,000 to support the effort, which Smithfield Deli Group officials said is the first comprehensive cause marketing program for supermarket delis. The new effort, which rolls out today, will include all Lean Generation Deli items and will be highlighted on all POS materials, consumer advertising, web and public relations activities.

All Lean Generation products carrying the Deli For the Cure mark will contribute 5 cents per pound on purchases, encouraging consumers to help support breast cancer research, awareness and early detection.

“The Smithfield Deli Group joins with key retailers across the country to provide consumers with a powerful way to offer support for breast cancer research, awareness and early detection efforts with their deli purchases”, said Harry Tillman, Smithfield Deli Group’s v.p./business development.

Lean Generation deli offers a full protein line of ham, roast beef and turkey products that the company said meets consumers’ needs for healthfulness as well as social consciousness. Available in both bulk and new “single slice at a time” re-closable packages, all Lean Generation deli products meet the American Heart Association guidelines for heart healthfulness, and Smithfield’s guidelines for wholesomeness.

With sales of $12 billion, Smithfield is the leading processor and marketer of fresh pork
and processed meats in the United States, as well as the largest producer of hogs.

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