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SAN FRANCISCO – Fineman PR earned the prestigious Silver Anvil Award from the Public Relations Society of America (PRSA) for its public relations program, “Foster Farms Leads Poultry Industry Toward a Humane Future,” on behalf of longtime client Foster Farms. The Silver Anvil, which recognizes outstanding achievement in strategic public relations planning and implementation, was awarded in the competitive Marketing Consumer Products – Food category during the Silver Anvil Awards Ceremony held June 12 in New York.
In 2012, Foster Farms, the leading poultry brand in the West, became the first major poultry producer in the United States to earn humane certification from a third-party animal welfare organization. Fineman PR was charged with highlighting the family-owned company’s commitments to animal welfare by emphasizing the certification’s science-based standards and more than 200 stringent criteria covering living conditions, diet and natural behaviors. The certification made humane chicken widely available throughout the West Coast at major retailers.
“Our agency is focused on delivering client-centric services, and we’re honored to receive this award from our industry peers recognizing our creative work and innovative approach,” said Agency President Michael Fineman. “To us, Brand PR is about more than just communicating a name; it’s about building a brand that resonates with its audiences and promotes trust, loyalty and lasting value.”
Research directed by Fineman PR and commissioned by Foster Farms revealed three-quarters of West Coast consumers believed large producers should raise animals for food in a humane way, but only 22 percent believed U.S. poultry producers follow good animal welfare practices. The launch began with a dedication of the Foster Farms Poultry Education and Research Facility at recognized agricultural university in California’s Central Valley, making the college program the first in the nation to earn humane certification for its campus poultry program. The day included national publication of humane survey results, behind-the-scenes ranch tours for media, a press conference featuring California’s Agriculture Secretary and Foster Farms President and CEO Ron Foster, followed by a web conference. Fineman PR continued the rollout to reach consumers and media locally with a humane roadshow in key geographic markets throughout California and the Pacific Northwest, featuring the American Humane Association’s 82-foot rescue rig, which has saved 70,000 animals from disasters over the last five years.
The Silver Anvil Awards program has grown in scope and stature since its inception in 1946, and awards are now given in 16 categories and over 60 sub-categories. In the 60-plus-year history of the Silver Anvils, many organizations have been recognized, including solo practitioners, agencies of all sizes, large and small businesses, top corporations, nonprofits, associations and government agencies. Entries are judged on their research, planning, execution and evaluation, while also taking factors such as creativity, ethics and budget into consideration.