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SMITHFIELD, Va., Oct. 1 /PRNewswire-FirstCall/ -- Smithfield Deli Group announced today the creation of a new cause marketing deli campaign, titled DELI FOR THE CURE(TM).

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SMITHFIELD(R) LEAN GENERATION(R) will become a major sponsor of breast cancer research, awareness and early detection by contributing up to $250,000 to support DELI FOR THE CURE(TM). Timed to coincide with October's National Breast Cancer Awareness Month, Smithfield Deli Group introduces the first comprehensive cause marketing program for supermarket delis designed to help retailers and Lean Generation(R) consumers save lives by contributing to this vital cause.


This new effort will include all LEAN GENERATION(R) Deli items, and will be highlighted on all POS materials, consumer advertising, web and public relations activities. All LEAN GENERATION(R) products carrying the DELI FOR THE CURE(TM) mark will contribute 5 per pound on purchases, encouraging consumers to help support breast cancer research, awareness and early detection.

Breast cancer is the leading cancer among white and African American women according to the National Cancer Institute. The American Cancer Society indicates breast cancer incidence in women has increased from one in 20 in 1960 to one in eight today. Every three minutes a woman is diagnosed with breast cancer in the United States. "With the launch of DELI FOR THE CURE(TM), 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," stated Harry Tillman, Smithfield Deli Group's VP of Business Development.


LEAN GENERATION(R) deli offers a full protein line of Ham, Roast Beef and Turkey products that meets consumers' needs for healthfulness as well as social consciousness. Available in both bulk and new "Single Slice At A Time" Re-closable Packaging, all LEAN GENERATION(R) deli products meet the American Heart Association guidelines for heart healthfulness, and Smithfield's guidelines for wholesomeness.

Today America faces increasingly prevalent health problems that impact all ages, races and lifestyles. Heart Disease kills more Americans annually than any other cause. Hypertension, diabetes and obesity, all growing health issues, can be linked to lack of exercise, overeating and unhealthy food choices. SMITHFIELD(R) LEAN GENERATION(R) products can be part of the solution.

SMITHFIELD(R) LEAN GENERATION(R) Hams are produced from genetic lines of exceptionally lean hogs producing a more consistent, higher-quality and leaner product. Other LEAN GENERATION(R) products are also all equally low in fat, cholesterol and sodium.

The new LEAN GENERATION(R) deli line, featuring DELI FOR THE CURE(TM) support, is being introduced to selected retailers beginning this month. Visit .


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. For more information, visit .

SOURCE Smithfield Foods, Inc.
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