FJC - ANUAL ACTIVITIES BRIEFING 2011

2011

ANUAL ACTIVITIES BRIEFING

“From the agave I shall get my strength so to give it back to the land”

TEQUILA, JALISCO

DIRECTIVE BOARD

INDEX

Doris L. de Beckmann President

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MESSAGE FROM THE PRESIDENT OF THE JOSE CUERVO FOUNDATION

Tere Bailleres Advisor

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MISSION, VISION, VALUES

Lorenza Dipp Advisor

• A complete Development Model • Reg ional context • Social context

Cecilia Elizondo Advisor Marie-Therèse Hermand de Arango Advisor

Pepita Serrano Advisor

• • • • • • •

Marinela Servitge Advisor

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COMMUNITY IMPACT

BY SECTOR

36 40 44 48 52

• • • • •

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TOWARDS CASA CUERVO’S SUSTAINABILITY

56 56

• ESR 2011 Distinctive • ESR 2012 Self-manag ement

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RESULT SUMMARY

Lupita Phillips Advisor

DIRECTORY Alfonso Navarro Lozano Director María Cristina Liedo González Community Development Coordinator

REPORTE ANUAL 2011 / FUNDACIÓN JOSE CUERVO

WORK AREAS

6 10 14 18 22 26 30

Mónica Legorreta Advisor

2

4

Fidel González Miramontes Youth and Childhood Development Coordinator Patricia Contreras Ramírez Institutions Development Coordinator Margarita Arana Cisneros Special Projects Coordinator Evelyn Castañeda Chávez Administrative Assistant Ercilia Gómez Maqueo Cultural Advisor

Health Area Education Area Housing Area Economic Area Culture Area Values Area Green Area

Family Sector Women Sector Youth Sector Children Sector Seniors Sector

D

uring 2011, the Jose Cuervo Foundation maintained its social philosophy, aimed at the local development of communities that share the Jose Cuervo enterprises environment. With the vigor and joy that gives the performance of its task, the Jose Cuervo Foundation took on the task of further strengthening its comprehensive Local Development Model with multiple programs, projects, activities and events for individuals, families and institutions of Tequila and La Laja, in the municipality of Zapotlanejo.

One more year of efforts to support and generate projects that will improve the economy and the housing of families; one more year helping improve the health and education of the population; one more year of efforts to disseminate and share the values that dignifies human beings; one more year, in short, of service to our communities.

Message fromThe President of The Jose Cuervo Foundation Everyone can contribute to the development of Mexico, adding efforts and making alliances with other institutions, both public and private, that are looking for the same purpose. This ideal fits in this briefing describing achievements and progress, highlighting that many of them could not have been possible without the generous collaboration of many individuals and institutions, to which we extend our deepest gratitude.

Similarly, I would like to thank Casa Cuervo their ongoing support, and to all the advisors and collaborators who made possible the profuse achievements on 2011.

Doris L. de Beckmann

MISSION Help raise the quality of life of the communities where the companies of Jose Cuervo are embedded.

»» Regional Context The Jose Cuervo Foundation (JCF) develops its social work mainly within the communities of the municipality of Tequila and the delegation of La Laja, municipality of Zapotlanejo. The distilleries Rojeña and Camichines of Casa Cuervo are located on the latter municipalities. It should be noted that Tequila, located in the heart of the tourist Paisaje Agavero -Agave landscape-, has approximately 50 thousand inhabitants, distributed mainly in the municipal seat, but also in their two delegations and many small communities of the sierra.

VISION To be a social management model institution, in accordance with the social responsibility of the company.

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2011 ANUAL ACTIVITIES BRIEFING / JOSE CUERVO FOUNDATION

»» Social Context There are many areas of opportunity for the JCFs work. The problem of addiction and family dysfunction attacks families, women, young people and children within an area comprised of more than 60 thousand people. Although tourism driven by Casa Cuervo already positively impacts on the population, still persists the lack of job opportunities, health and housing, especially in small communities. To the latter we should add the weakness of many institutions in order to provide its services professionally to the community.

VALUES Honesty, commitment, service, efficiency, generosity, loyalty, teamwork.

»» A complete development model Our IMLD (Integral Model of Local Development) covers all sectors of society and seeks to influence positively both in personal development and material well-being of individuals and families. The model also provides them effective tools to practice the values that dignify men. This is the goal of the JCF: the comprehensiveness of its development model.

MISSION

IMPROVE THE COMMUNITY'S QUALITY OF LIFE

CULTURAL PROMOTION

INTEGRAL MODEL OF LOCAL DEVELOPMENT

HUMAN DEVELOPMENT

SOCIAL PROMOTION

• • • • • • •

• Family Sector • Women Sector • Youth Sector • Children Sector • Elderly Sector

Health Area Education Area Housing Area Economic Area Culture Area Values Area Green Area

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DIAGNOSIS AND CONTINUOUS EVALUATION

Work Areas

»» Health Area »» Education Area »» Housing Area »» Economic Area »» Culture Area »» Values Area »» Green Area

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2011 ANUAL ACTIVITIES BRIEFING / JOSE CUERVO FOUNDATION

R

ecognized as a socially responsible company Casa Cuervo meets beyond duty its commitment to society and Mexico. It does so in different areas such as caring for the environment or the ethical management of business but also with its community link through the JCF. Indeed, the work carried out in Tequila and La Laja has allowed the community to respond to multiple demands in the fields of education, health, housing, family economy, culture, human values and environment.

On the following pages we offer a summary of the positive impacts and achievements in these areas.

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Health Area

Provide support to individuals and families with medical needs, strengthen institutions involved in health services and bring up to the community services of this nature.

BEFORE »» Individual Support Throughout the year, hundreds of people went to the JCF asking help for health needs. Of 190 requests, 57 were for drugs, 14 for surgery, 12 for prostheses, 36 for medical studies, 10 for funerary services and 61 for other services. A total of 673, 865.08 pesos were given.

LATER

190 physical health requests were granted.

»» Operation Smile The decisive support of JCF to Operation Smile made it possible to achieve five days of medical surgery. Two of them were held in Guadalajara where 297 children were attended for cleft lip and cleft palate. Combined with other days in Chiapas, Tlaxcala and Hidalgo states, a total of 642 children were evaluated, of which 575 were benefited from surgery.

»» Project against diabetes

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In an important partnership, the JCF and Johnson & Johnson have taken the first steps to develop a prototype Diabetes Health Care Center in the town of Tequila that could be replicated throughout the country.

»» Cataract Surgery

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Is worth to mention the alliance established with Cinepolis Foundation to which we thank for the 16 patient cataract evaluations at Puerta de Hierro Hospital in Guadalajara, were four of the patients were benefited from surgery and nine others are waiting to be attended next year.

»» Woman’s Health As every year in April, during the three days of the Expo Tequila Woman we gave the Tequila women and the surrounding region varied health services; completely free vaccines, folic acid, deworming and especially; Pap tests, mammograms and HPV, among other services such as dental and psychological care. The results are reported in the section dedicated to the Women's Expo.

Thousands of women were benefited at the fourth Expo Tequila Woman.

»» Prodislap Center

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This tequilense institution dedicated to the care of physical disabilities -permanent or temporary- had the complete support of the JCF, and can report 1,125 physical therapy treatments during 2011.

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2011 ANUAL ACTIVITIES BRIEFING / JOSE CUERVO FOUNDATION

Education

Area

Strengthen the education of children, youth and adults, supporting the institutions dedicated to the teaching-learning process, providing improvements to school infrastructure, carrying out program activities and connecting human development specialists to complement and enrich academic learning.

»» Jose Cuervo Community Plaza At the request of INEA the JCF is responsible to this institution for adult education. In 2011 527 students attended class and, thanks to a commendable job awarded 106 secondary school certificates and 216 primary school certificates.

Also had the participation of 35 high school students online from which two got their official certificate.

322 adults got their official Basic Education Certificate.

»» Support for school infrastructure

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A form of promotion of education, in addition to providing school supplies and transports, is the support for infrastructure, as was given to the Manuel M. Dieguez School for the construction of the dome of the schoolyard, and the financial support assigned to the Carmen Sauza Mora School for the construction of sidewalks and bathrooms, among others.

»» Education in ethical values In accordance with Human Development programs and to promote the practice of positive values in all social strata, the JCF made hundreds of activities during 2011: conference, child missions, self-improvement workshops, workshops against addictions, massive events, etc., benefiting thousands of people, as seen in these pages.

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2011 ANUAL ACTIVITIES BRIEFING / JOSE CUERVO FOUNDATION

»» Computer Donation Throughout the year the JCF has done its best effort to support in different ways the schools and students of Tequila. In 2011 donated: To the Justo Sierra Kindergarten; nine computer equipments and 12,500 pesos for the school building; six computers to the Morelos y Pavon Primary School; five computers to Jaime Torres Bodet Kindergarten in El Salvador, Jalisco one to the Pequeños en Acción Nursery and one more to the Carmen Sauza Mora Primary School.

»» Children Annual Award Annual event which recognizes and rewards over one thousand children of Tequila, La Laja and communities of La Sierra. The children are extremely motivated for this event because it empowers them.

Five schools were benefited with computer equipment.

»» Alliance ExEB

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We conducted in collaboration with ExEB -Entrepreneurs for Basic Education- Foundation a school situation diagnosis in 24 educational institutions of Tequila, which will allow us to know how to support these schools and achieve selfsustaining school management.

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2011 ANUAL ACTIVITIES BRIEFING / JOSE CUERVO FOUNDATION

Housing

Area

Manage and provide financial resources for housing projects -acquisition and improvement- for homeless families and insecure housing situation.

»» 28 houses built A major achievement was the construction of 28 new homes for needy families. The presentation of these was chaired by Ms. Doris L. Beckmann, President of the Jose Cuervo Foundation; by Ms. Alejandra Quintana, President of the Gilberto Association, by the Mayor of Tequila and the representative of National Fund for Popular Housing (Fonhapo). We can add this achievement to the 32 houses completely rebuilt in the mountain community of El Olvido.

60 benefited families with a brand new house or a completely rebuilt home.

»» 2012 housing project

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Alongside the delivery of the 28 houses, we initiated a more ambitious project for 2012, with the construction of 200 or more houses, which will benefit as many homeless families. To accomplish this the JCF has provided resources for the acquisition of land on which the Housing Tequila 2012 Project will be constructed.

»» Alliance with Fonhapo We emphasize the valuable partnership with the Fonhapo under the Social Development Secretary.

The availability and advice of its officials was key to the equal contribution of economic resources by the JCF, which promises greater achievements in the future.

»» Partnership with the city council of

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2011 ANUAL ACTIVITIES BRIEFING / JOSE CUERVO FOUNDATION

Tequila

Equally valuable has been and is the covenant with the Honorable City Council of Tequila which supplied the land and basic services of water, electricity and drainage in the construction of 28 new homes. Participating together and achieving more by joining forces. Our recognition and gratitude.

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Economic Area

Support productive projects which offer opportunities for economic improvement to families and individuals.

 Tequila Route

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Promote tourism-related businesses in the Agave Corridor is the goal of the Tequila Route -RT-, which has had the vital support of JCF since its inception. This allowed the RT to overcome the achievements of the previous year: 695.809 visitors, 356 people and 71 Mipymes were benefited from training, 34 new accessions to the map; 154 businesses recognized with the TT badge, and an economic spill in the region, higher to 300 million pesos.

2011 ANUAL ACTIVITIES BRIEFING / JOSE CUERVO FOUNDATION

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»» Artisans support

»» Projects with IDB

Through its Special Projects Coordination, the JCF held firm in 2011 its support and advice to various local artisans to improve their products -quiote and agave crafts; opal stone and paper products; fruits- and open sales channels in the galleries of Mundo Cuervo and other spaces.

We manage with the Interamerican Development Bank (IDB) various cooperation schemes, especially a project to encourage and/or strengthen microenterprises that directly benefit women.

»» El Olvido Cooperative Once again, this cooperative created and driven by the JCF has been the defining factor for the development of marginalized communities in La Sierra, with its soft loans for productive projects that each year, benefits hundreds of families. In 2011 amounted to 230 the number of partners and increased its capital to more than 3 million pesos.

Over the past three years the El Olvido Cooperative has increased its capital by more than 300%

»» Project with Sedesol

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As in previous years, the alliance with the Sedesol, through several of its agencies, has allowed us to combine efforts and resources to benefit various sectors of Tequila. This year we worked hard on projects that, without doubt, will report new and great benefits.

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2011 ANUAL ACTIVITIES BRIEFING / JOSE CUERVO FOUNDATION

Culture Area

Promote and disseminate the various manifestations of universal culture and particularly, Mexican culture is expressed in our traditions and symbols such as Charreria– horsemanship– and tequila. In this sense, Tequila makes a cultural beacon nationally and internationally.

»» Tequila’s Cultural Festival With an influx of more than 3,000 people the seventh Tequila’s Cultural Festival was held in 2011. At the event the Opera Prima Rock group performed the musical work of Freddy Mercury and Queen, the Cuban singer Raul Paz delighted the audience with his compositions and Aida Cuevas –with the stellar presentationperformed her Mexican Zarzuela as tribute to Jose Alfredo Jimenez. The Festival also offered various art workshops for children, and evening entertainment for the population at the main square of Tequila.

The world class Tequila's Cultural Festival is a cultural milestone in the history of Tequila.

»» Jose Cuervo Foundation's Choir

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The musical choral ensemble of the JCF composed of 64 persons of Tequila was consolidated for the fourth consecutive year. He had 18 performances in concerts, and festivals like the International Choir Festival Con Flor y Canto. Cuernavaca. The choir had the participation of such voices in both opera and in vernacular music like Fernando de la Mora, Eugenia León, Aida Cuevas, among others.

2011 ANUAL ACTIVITIES BRIEFING / JOSE CUERVO FOUNDATION

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»» Music School

»» Teen theatre

The Music School is an ambitious new project of the JCF that includes the municipalities of Tequila, Magdalena, Amatitan and El Arenal. In addition to spreading the appreciation of instrumental music, we seek to discover new talents to form, in each municipality, bands whose members develop self-fulfillment but also commitment to society and culture. There are currently two groups: the first with 25 children and the second -youth and adults- with 20 members. A third group comprised of advanced students has formed the Rondalla of the JCF.

Composed of members of the Cuervo Kids Club, this project is already a promising reality for children and young people that enjoy being on stage having a healthy entertainment and also a way of personal fulfillment. They have played several plays even beyond the borders of Tequila, noting in 2011 the staging of the musical Grease.

»» Various presentations Diverse cultural expressions are always present in mass events that the JCF held every year: concerts, plays, film forum, bands, dance contests, poetry and song events, and so on.

The mention of such presentation is made in the review of each event, pointing out as shown in the presentation of the one and only, international Sonora Santanera with Perfume de Gardenia in tribute to the Golden Years.

»» Books for Children

In partnership with TvUnam and the Secretariat of Culture of Jalisco, the JCF sponsored and advised the implementation of six documentary films about the history of tequila. In this great film one knows the origin of the national drink and its presence in various arts such as film, painting, music and poetry. A treasure for lovers of culture and Mexican traditions.

The area of Special Projects at the JCF proposed and coordinated along with the Management of the Tequila Route and the Ministry of Culture of Jalisco, the development of a children's book with the participation of 1,200 children in the municipalities of Agave Landscape. It was captured by remarkable drawings, the view that children have about their heritage, agave, tequila culture and the value of their traditions and customs as tourist attractions.

History of Tequila

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»» 6 documentaries on the

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2011 ANUAL ACTIVITIES BRIEFING / JOSE CUERVO FOUNDATION

Values Area

Promote the dissemination and practice of the values that dignify the human being and make harmonious coexistence of the people so that our country has impeccable men and women who value their integrity and of his family. Provide the best of them to clean up the social fabric of their community.

There are seven programs of human development or improvement which took place throughout the year with daily activities, weekly or monthly, depending on the case and the community sector to be targeted. The sectors that benefit from the seven programs are: family, women, teens and children. In the spaces dedicated to each of these we report promptly about the current programs.

Promote the dissemination and practice of the values that dignify the human being is an unwavering commitment to the JCF.

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 Annual programs

»» Massive Events

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2011 ANUAL ACTIVITIES BRIEFING / JOSE CUERVO FOUNDATION

There are five events that are held once a year, each autographed by the four social sectors mentioned, plus offered to seniors in the International Day for Older Persons. They are intended to close the cycle of each annual program and, therefore, strengthen the practice of values.

An essential element of some programs are the monthly conferences, open to parents and young-teens, and totally free as well as programs and mass events.

»» Weekly Workshops A special mention deserve the ANSPAC workshops -National Association for the SelfImprovement- for women. Cheerleaders are taught weekly by volunteers in homes, garages, patios, street corners, and vacant schools of Tequila, La Laja and El Salvador, in the sierra. Similarly, the workshop Finding My Roots for parents is presented.

The monthly conferences for parents and young-teens are a valuable human development tool and community linkage and visibility for the JCF.

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»» Monthly Conference

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2011 ANUAL ACTIVITIES BRIEFING / JOSE CUERVO FOUNDATION

Green Area

Being a rural enterprise that works with raw material for their products, such as the agave, Casa Cuervo has specific areas and projects for environmental stewardship. Aligned to this company commitment, JCF plays an important contribution role.

As leader of the Corporate Social Responsibility (CSR) processes -including obtaining the CSR distinctive for Casa Cuervo- JCF contributes primarily to the Agricultural and Operational areas providing objective evidence for the detection of opportunities about the care and preservation of local environment and especially water.

JCF plays a relevant contributing role with the company on the issue of environmental stewardship.

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 CSR strategy

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2011 ANUAL ACTIVITIES BRIEFING / JOSE CUERVO FOUNDATION

On July 9th the JCF participated with workers of the Rojeña planting 11,500 trees to reforest a volcano area of Tequila. More than 500 people, workers of Casa Cuervo and family, made the named Plan T -reforestation- possible.

»» Reforestation in La Laja Emulating the Rojeña achievement, the Camichines plant, located in La Laja, held its Plan T developed by the JCF thru 123 Cuervo Child Club members and their families, who previously were made aware on care for the environment with a play on the subject. 5,000 trees were planted.

Both Tequila and in La Laja, the JCF collaborated in the planting of more than 15,000 trees.

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»» Reforestation in Tequila

Community Impact

by Sector

»» Family Sector »» Women Sector »» Youth Sector »» Children Sector »» Elderly Sector

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2011 ANUAL ACTIVITIES BRIEFING / JOSE CUERVO FOUNDATION

T

he comprehensiveness of its Local Development Model allows JCF not only to affect social areas, but also reach the various sectors of the community: children, youth, women, family and seniors.

For all these sectors, which make up a universe of more than 60 thousand people living in the Agave Corridor Valleys Region and the Region of Los Altos, in the state of Jalisco, the JCF has developed, promoted and carried out various programs, events and projects for the sole purpose of improving the quality of life of people.

The following pages outline the impacts achieved in each of the other sectors.

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Family Sector

The family, the basic unit of society, is the main focus of the JCF, because in it, as shown by daily experience, are forged or values or anti-values that enrich or damage any society. The JCF promotes various initiatives and actions to prevent the disintegration and domestic violence.

»» Know to Grow Program in Tequila Annual cycle of monthly conferences for parents. 12 lectures were given on topics such as: Taming the Fury, Sexuality as a couple, How to create successful children, Live simply, etc…

Benefited from this program were 5,810 people.

»» Know to Grow Program in La Laja

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This is a replica of the program developed in Tequila. And although it is a small community 12 conferences were given benefiting 886 parents.

»» CEINJURE - Integrated Regional Justice Center

This regional prison was also subject to financial support in various projects by the JCF, the most important cycle comprised 19 workshops to help prisoners and families to achieve both family and social reintegration.

»» Workshop: My family, discovering

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my roots

Ongoing weekly workshop, open to all parents, which aims to provide tools to build a new family model, especially to prevent problems related to addiction in children. The result of this workshop is women participating as Guide Moms and families enroll at CETIF.

»» 7th Family Forum Massive event, open to parents, around the metaphor: The Family in the Heights, a vision of the ideals of family life. The event was held in the Cuervo Forum of Tequila on days 3rd, 4th and 5th of March, resulting in a balanced combination of lectures, music, workshops and exchange of experiences establishing itself as an excellent learning space. The event benefited 3.282 people.

»» UAVI - Unit for Domestic Violence The UAVI from the DIF -National System for Integral Family Development- of Tequila has had the continued support of the JCF not only financially but also with the close cooperation to assist battered women. The UAVI opened more than 450 records in 2011, 241 legal aid and 162 grievance procedures.

The Center for Comprehensive Family Therapy (CETIF) is an institution created and sustained by the JCF where parents receive behavioral tools to heal a particular situation or family problems. 15 therapists of the Bateson Institute Systemic Psychotherapy, Guadalajara collaborate with the JCF giving 2002 hours of therapy, attending a monthly average of 69 families in as many sessions. During 2011, 65 families were discharged waiting to do so around 152.

»» CETIF-La Laja A major achievement in 2011 was the extension of the CETIF to La Laja. In this community the center attended an average of 10 families per month, 241 hours of therapy and an equal number of sessions. A number of 11 families were discharged leaving 18 on the waiting list.

The work of the CETIF, both Tequila and in La Laja, reported excellent results with an average of 79 families served per month.

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»» CETIF-Tequila

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2011 ANUAL ACTIVITIES BRIEFING / JOSE CUERVO FOUNDATION

Women Sector

A fundamental commitment of the JCF is the advancement of women at different life roles: wife, mother, worker, etc. We want every woman to be aware of her great personal dignity and in their important value as a trainer of generations and its irreplaceable role in the family and society.

»» Anspac-Tequila Program Annual program for women based on weekly workshops on topics focused on personal selfesteem, grooming, emotional-intelligence. Given to 72 cheerleaders engaged in various colonies and places -houses, gardens, corners-.

ANSPAC-Tequila nationally stands above many large cities by its great dynamism and scope.

With more than 3,000 workshops delivered in 10 months in 2011 the ANSPAC-Tequila worked with 84 groups -1,755 members-.

The ANSPAC program stands out exemplary nationwide with 1,775 members and more than 3,000 workshops.

»» Anspac-La Laja Program

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In this small community of Los Altos de Jalisco, the ANSPAC program has 45 members in four groups with four cheerleaders who gave a total of 160 workshops.

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»» 6th Expo-Women of Tequila

»» Daycare

Open platform for women of Tequila and the region. In the main square of Tequila with 67 booths, the Expo offered all kinds of services, goods and products for women absolutely free, especially health services like mammograms, pap smears, immunizations and dental care.

With a festival spirit thematic conferences were offered in the morning and musical performances and a fashion show female on the afternoon. The Expo had an attendance at more than 10,000 modules and was held on days 4th to 6th of May.

With special affection and commitment to these institutions, Ms. Doris L. Beckmann, President of the JCF, has strongly focused on support them as safe spaces for children, but especially as job opportunities for women. Two new childcare facilities were installed with the advice and financial support of the JCF in 2011.

Ten monthly scholarships benefit children in each of the seven Daycare Tequila Centers.

»» Guide Moms Worth these lines as a tribute to the 32 mothers -Guide Moms- of Tequila and La Laja, who generously supplied much of their time to the integral human development not only with their children but also with many other children.

Most Guide Moms are wives of workers of Casa Cuervo.

With the IDB we started together an ambitious project of strengthening and promotion of women entrepreneurs and women-owned small businesses in the town of Tequila and La Laja Delegation, in the Municipality of Zapotlanejo. Similar to the Tequila Tour, this project will promote and facilitate the formalization of about 150 informal companies owned by women and provide them with business training, access to finance and markets.

The JCF 67 booths offered all kinds of services, goods and products for women, especially medical services free of charge.

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 Women's Productive Project

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2011 ANUAL ACTIVITIES BRIEFING / JOSE CUERVO FOUNDATION

Youth Sector

Teenagers and young adults represent a highly valuable but also very sensitive asset to any society.

They are the bearers of the future. The JCF approach them with special emphasis on various tools that help them shape their character and personality in a positive and harmonious way.

»» Project your life! program Monthly conferences for young people -except the summer holiday period-. 10 lectures were given on topics of leadership and accomplishment of goals as Conquering the top, Assertiveness, Awakening the giant within you. 3,210 beneficiaries were teenagers.

»» Congrescuelas

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Mobile workshops in which the kids learned to reflect and discuss youth issues during the month of October. For the fourth consecutive year and benefiting 2,160 teenagers the JCF’s workshops worked on the theme Different youth to all Middle and High School campuses.

»» Addiction and Responsible Consumption

This is a recurring theme in the JCF forums that’s been offered to young people and adolescents during the year. In addition to directly benefiting 792 people the talks are a linkage with programs for parents, as experience has shown the need for their involvement in handling the issue.

»» Youth participation in social

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networks

Hand by hand with the modern technology, the JCF has contact with young people through social networks, bringing as a result an interesting interaction and enriching mutual feedback, reflected in various themes addressed in common.

In its seventh year in late May, this massive event open to teens and young Tequila, had as central theme: Built yourself. With the previous line in mind the speaker-magician Andrew O'Hagan led the great conference Ouch, burning fever. The Youth Week benefited 3,400 young people from seven secondary and high education centers. Among other things the assistants participated in the Dance Intercollegiate Tournament and Talent Show. Finally, they enjoyed the presentation of the duet River Rome.

The 7th Youth Week benefited 3,400 teenagers of 7 Secondary education and High education campuses.

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 7th Youth Week

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2011 ANUAL ACTIVITIES BRIEFING / JOSE CUERVO FOUNDATION

Children Sector

In JCF we are aware of the importance of protecting and ensuring the overall development of children in their physical, educational and ethical abilities.

To that end were focused the actions, programs and projects that this sector offered JCF community in 2011.

»» Cuervo Kids Club (CLIC) - Tequila Annual program of ethical values education for children, most of them children of workers of Casa Cuervo. Its members, 168 total and 17 Guides Moms did reviews of values, social missions, coffee guides and theater classes among other activities. In 2011 a total of 3,932 new members joined CLIC Tequila.

The Cuervo Kids Club is made up of 291 children Tequila and La Laja

»» Cuervo Kids Club (CLIC) - La Laja

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In La Laja, CLIC has 123 members and 15 Guide Moms. During 2011 they carried out around 1,367 different activities.

»» CLIC Exhibition at El Globo Museum A significant achievement of CLIC children. The museum workshop Today I debut words was conducted by the museum’s staff and promoted the value of creativity in children. The panels made by them caused such surprise to the staff that the museum decided to expose the exhibition to the public in Guadalajara.

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2011 ANUAL ACTIVITIES BRIEFING / JOSE CUERVO FOUNDATION

»» 8th Annual Children's Awards For the eighth consecutive year, the JCF recognized and rewarded the children with best academic results in the municipality of Tequila.

This is a great encouragement to them every year. In Tequila, La Laja and Sierra were awarded 1,135 children who also enjoyed a snack and the musical Mamma Mia.

In partnership with ExEB Foundation -Entrepreneurs for Basic Education- we held a major school management diagnosis in 24 campuses of Tequila during the month of October. This diagnosis will allow us, in 2012, to help schools achieve optimal success under the school management model ExEB.

The alliance between ExEB Foundation and JCF includes great benefits to the 18 primary schools of Tequila.

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 Project ExEB

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2011 ANUAL ACTIVITIES BRIEFING / JOSE CUERVO FOUNDATION

Elderly Sector

In every society, the elderly deserve respect, gratitude, care and appreciation for the legacy they leave to future generations and for the wisdom they can still contribute. Such are the axes that have guided the JCF on its proximity to the elderly of Tequila.

»» Home for the Elderly

»» 4th Homage to the Golden Years

The support of the JCF to the nursing home has been vital every year, as it was in 2011.

Residents received daily glucose and vital signs checkup along with occupational therapies.

This year the nursing home had the valuable support of General Electric who donated new mattresses. The new trustees board has also renovated the spirit of the institution with great enthusiasm.

This massive event dedicated to seniors was a resounding success for its quality and for the record of attendees: 1,200 seniors who enjoyed the live performance of the one and only International Sonora Santanera at the Cuervo Plaza Forum. The seniors also participated in games and won prizes. The JCF made a special recognition to the professors Rosaura Flores and Dolores Flores, of 83 and 92 years respectively, for their outstanding teaching career with children of Tequila.

»» Medical Support

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Among the individual health support that the JCF gave, 20% of the seniors were benefited.

Towards Sustainability of Casa Cuervo

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S

ince 2005, JCF has led the process of Corporate Social Responsibility in Casa Cuervo who has obtained for five consecutive years since 2007, the Socially Responsible Company –ESR- distinctive issued by the Mexican Center for Philanthropy –CEMEFI- and the Alliance for Social Responsibility –AliaRSE-.

Certainly, CSR is a management model that ensures the sustainability of the company's long-term strengths and highlight areas of opportunity to their various stakeholders, which gives a great internal cohesion, positioning Casa Cuervo as a reliable and sustainable company to the world.

»» CSR 2011 Headlining the JCF process, the company received for the fifth consecutive year, the distinctive of Corporate Social Responsibility (ESR) to meet and maintain standards which demonstrate their commitment to ethical business management, with the quality of life to their workers, with care and preservation of the environment, with community involvement, and promoting responsible drinking in the population. The badge was received by Ángel Abarrategui Díez, CEO of Casa Cuervo.

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2011 ANUAL ACTIVITIES BRIEFING / JOSE CUERVO FOUNDATION

»» CSR 2012 Self-Management In 2011, JCF was a decisive factor for a radical change in the Corporate Social Responsibility management program. As part of the Strategic Committee on CSR, JCF promoted self-management and sustainability as a framework for the company, without recourse to external consultants. This will pay off, no doubt, in 2012.

»» Global Figures 2011 PROJECTS BY SECTOR This section shows the number of programs, events and projects executed by JCF and assisted institutions which provided various social services.

• • • • •

In favor of the family In favor of women In favor of young people In favor of children In favor of seniors

• TOTAL

16 15 9 8 3 51

AREAS OF IMPACT Figures of people directly affected by the various actions carried out by the JCF. The following data follow a rigorous standard of objectivity.

• • • • • •

In the health area 2,401 In the area of education 2,512 In the area of housing 84 In the economic area 656 In the area of culture 4,290 In the area of ethical values 23,082(·)

• TOTAL PEOPLE ASSISTED

33,025

(·) Figure derived from the high participation in programs

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and mass events of Human Development.

136-A JOSE CUERVO St. TOWN CENTER TEQUILA, JALISCO, MEX. 46400 TEL +52 (374) 742 19 19 www.fundacioncuervo.org.mx