Fundación Jose Cuervo

44
“From the agave I shall get the strength so to give it back to my land2012 ANUAL ACTIVITIES BRIEFING TEQUILA, JALISCO

description

2012 Anual Activities Briefing Fundación Jose Cuervo by Expert Creations (www.xpc.mx)

Transcript of Fundación Jose Cuervo

Page 1: Fundación Jose Cuervo

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

2012

ANUAL ACTIVITIES BRIEFING

TEQUILA, JALISCO

Page 2: Fundación Jose Cuervo

Ú DIRECTIVE BOARD

Doris L. de BeckmannPresident

Tere BailleresAdvisor

Lorenza DippAdvisor

Cecilia ElizondoAdvisor

Marie-Therèse Hermand de ArangoAdvisor

Mónica LegorretaAdvisor

Lupita PhillipsAdvisor

Pepita SerranoAdvisor

Marinela ServitgeAdvisor

Ú DIRECTORY

Alfonso Navarro LozanoDirector

Evelyn Castañeda ChávezCommunity Development Coordinator

Fidel González MiramontesYouth and Childhood Development Coordinator

Patricia Contreras RamírezInstitutions Development Coordinator

Margarita Arana CisnerosSpecial Projects Coordinator

Ercilia Gómez MaqueoCultural Advisor

Nancy García CoronaAdministrative Assistant

Page 3: Fundación Jose Cuervo

Ú ÍNDICE

2 MESSAGE FROM THE PRESIDENT OF THE JOSE CUERVO FOUNDATION

4 MISSION, VISION, VALUES

5 INTEGRAL MODEL OF LOCAL DEVELOPMENT IMLD

6 WORK AREAS

7 HEALTH AREA

9 EDUCATION AREA

11 PRODUCTIVITY AREA

13 CULTURAL AREA

17 VALUES AREA

19 ECOLOGY AREA

20 COMMUNITY IMPACT

BY SECTOR

21 FAMILY SECTOR

25 WOMEN SECTOR

29 YOUTH SECTOR

33 CHILDREN SECTOR

37 SENIORS SECTOR

40 TOWARDS SUSTAINABILITY

OF CASA CUERVO

Page 4: Fundación Jose Cuervo

2

It is a great pleasure to present the Annual Report of Activities 2012 of the Jose Cuervo Foundation (JCF). During this year we carried out various programs, projects and activities that allowed us to fulfill our mission that is to improve

the quality of life of the communities that are embedded in the business environment of Casa Cuervo. We are proud, once again, that our Integral Model of Local Development (IMLD) has established itself not only as an effective tool to promote the improvement of thousands of individuals, families and institutions, but also has become an important reference in the field of social life improvement in our country.

The year 2012, which was important for democracy and the country institutions, was no less for our Foundation, which beyond the circumstances and general vicissitudes, stayed the course of its programs and projects. These are certainly times of personal commitment when every Mexican, every business, every institution, public or private, should contribute generously to the common good, with a clear sense of social responsibility.

This year we continued working on our six social improvement areas: health, education, productivity, values, culture and ecology; thus including virtually all sectors of the population from children to the elderly. Indeed, and by external circumstances, we did not achieve the desired goals in one or two areas, but instead we overcame other goals including the creation of new projects.

MESSAGE FROM THE PRESIDENT OF THE JOSE CUERVO FOUNDATION

Page 5: Fundación Jose Cuervo

3

Specifically, started in 18 schools of Tequila, the Self-Management School Model program, a new project in partnership with the Foundation of Entrepreneurs for Basic Education (EXEB), with which the teachers improve their professional skills. With this project school managers and parents participate in key education decisions, which at the end paid off in great benefit to the education of the children.

We have also continued to support, in various ways, the establishment and consolidation of micro-entrepreneurs and artisans, but especially by offering a new business training center: the Technology Training Center, where the businessmen get the technical tools needed to develop and enhance their companies. Suffice these two examples to reflect some of the contents of this report and the work of the foundation in 2012. We have added the latter examples in our IMLD virtuous cycle to avoid the risk of losing focus on the objectives due to improvisation, disorientation or the dismantling of programs or projects.

I sincerely thank everyone who made 2012 a year of efforts and achievements possible for the JCF. To all, my sincere thanks and best wishes.

Doris L. de Beckmann

THE YEAR 2012, WHICH

WAS IMPORTANT FOR

DEMOCRACY AND THE

COUNTRY INSTITUTIONS,

WAS NO LESS FOR

OUR FOUNDATION,

WHICH BEYOND THE

CIRCUMSTANCES

AND GENERAL

VICISSITUDES, STAYED

THE COURSE OF ITS

PROGRAMS AND SOCIAL

PROJECTS.

Page 6: Fundación Jose Cuervo

4

MISSIONThe mission of the JCF is to contribute to improve the quality of life of the communities that are in the vicinity of the Jose Cuervo companies. There are many areas of opportunity around the JCF and within a universe of more than 60 000 people, where family dysfunction and addiction problems attack families, women, youth and children. And although tourism driven by Casa Cuervo has a positive impact on the population, there is still a lack of opportunity in employment, health and housing, especially in small communities. To the latter could be added the weakness of many local institutions to provide professional services to the community.

VISIONJCF Vision is to become a model institution of social management in line with the Corporate Social Responsibility program of the company. The JCF develops social work focused in the communities of the municipality of Tequila and the Delegation of La Laja in Zapotlanejo. The distilleries of Casa Cuervo, Camichines and La Rojeña are located in both municipalities. Note that Tequila, located in the heart of the agave landscape tourism, has about 50 000 inhabitants, distributed mainly in the county seat, but also in its two branches and in many small communities across the mountains.

VALUESHonesty, commitment, efficiency, generosity, loyalty and teamwork through our IMLD cover all sectors of society and seek to promote material welfare of individuals and families, as well as the improvement of people, offering them behavioral guidelines and tools that allow them to practice and incarnate the values that dignify the human being. This is the main feature of the JCF: the comprehensiveness of its development model.

Page 7: Fundación Jose Cuervo

DIAGNOSIS AND

CONTINUOUS EVALUATION

MISSIONTO IMPROVE THE QUALITY OF LIFE

OF THE COMMUNITIES

HUMAN DEVELOPMENT

SOCIAL PROMOTION

• Health Area• Education Area• Productivity Area• Cultural Area• Values Area• Ecology Area

• Family Sector• Women Sector• Youth Sector• Children Sector• Senior Sector

INTEGRAL MODEL

OF LOCAL DEVELOPMENT

IMLD

CULTURAL PROMOTION

5

Page 8: Fundación Jose Cuervo

6

WORK AREAS

The focus of the JCF work around the communities near to Jose Cuervo´s facilities has allowed more profound labor and development areas for these communities. Indeed, in 2012 the foundation was able to respond to multiple demands in various fields which the needs of the population were detected.

The following pages provide a synthetic view of the benefits and achievements accomplished in the following areas:

Ú Health Area

Ú Education Area

Ú Productivity Area

Ú Cultural Area

Ú Values Area

Ú Ecology Area

THROUGHOUT THE YEAR

2012 THE JOSE CUERVO

FOUNDATION PROVIDED

HELP AND ASSISTANCE TO

THE COMMUNITIES.

Page 9: Fundación Jose Cuervo

HEALTH AREA This is a vital matter for the communities. In the following paragraphs we enumerate medical aid provided to individuals and families, as well as financial support to health and care institutions and how to draw closer the services of this nature to the community.

Ú Operation Smile

The strong support of the JCF continued to Operation Smile Foundation. As a result Operation Smile was able to give away two conferences in Guadalajara not to mention those of other states. The two day event Las Tapatías, yielded excellent results in May and October: 389 children born with cleft lip and / or palate were evaluated, 201 were operated on 283 surgical procedures. In addition, there were 200 post-operative reviews. Great achievements, no doubt of it!

Ú Individual support

With its own resources the JCF made possible the satisfaction of various needs of the population, especially in health. From 139 health requests, 21 were for drugs, 15 for surgery, 5 for appliances-prosthesis, 25 for medical studies, 6 for funeral expenses and 49 for several others.

A total of $ 585,671.55 pesos were donated.

139 PHYSICAL HEALTH

REQUESTS WERE

GRANTED.

283 SURGICAL PROCEDURES WERE

PERFORMED HELPING 201 CHILDREN

WITH CLEFT LIP AND/OR PALATE IN

GUADALAJARA.

Ú BEFORE

Ú AFTER

Page 10: Fundación Jose Cuervo

8

7 PATIENTS WERE

BENEFITED FROM

CATARACT

SURGERY

Ú Cataract surgery program

The alliance with Cinepolis Foundation was critical to provide the opportunity to attend several cataract patients. In fact, comprehensive studies were performed to 9 patients in a major hospital in Guadalajara, of which 5 were suitable for free of cost operation, getting two of them double surgery. We extend our gratitude to the Cinepolis Foundation for their great collaboration.

Ú Prodislap Center

Dedicated to the care of patients with permanent or temporary physical disabilities the Prodislap Center A.C., received the full support of the JCF during 2012. Thanks to this it helped many people with different conditions with over 200 thousand physical therapies.

Ú Woman’s Health

In 2012 during three days of work the 7th edition of Women of Tequila Expo offered several health services to women of Tequila and the surrounding region completely free of charge. Especially smear tests, HPV tests and mammograms without missing other services such as dental and psychological care as well as vaccines, folic acid supplements and other anti-parasite drugs. The results are shown in paragraph dedicated to the Expo-Women in the following pages of this report.

Page 11: Fundación Jose Cuervo

9

342 ADULTS RECEIVED

THEIR OFFICIAL

CERTIFICATE OF BASIC

EDUCATION.

EDUCATION AREASince education is an essential factor of individuals and people’s improvement the JCF continued doing their best in 2012 to make a decisive contribution to children, youth and adults education through its support to local institutions and by improving school’s infrastructure as well as conducting various training activities that complement and enrich human learning.

Ú Jose Cuervo Community Plaza

With the direct and explicit command of the National Institute for Adult Education (INEA) the JCF manages this institution for adult education. In 2012, 395 students obtained 179 elementary and 263 secondary certificates. It should be noted that, nationwide, the Jose Cuervo Community Plaza is one of the few places that offer online high school. In total, 342 students received their official certificates in Tequila.

Page 12: Fundación Jose Cuervo

10

Ú Children Annual Award

This great annual event aims to meet the expectations of children and foster in them love towards education.

Ú Computer donation

As every year and aware of the need of technology for students, a way to support schools was by donating computer equipment. In 2012, the JCF donated 31 devices: 13 computers for the Manuel Alvarez Maciste Kindergarten; 12 computers for the Justo Sierra Kindergarten, 5 computers for the Cervantes Trinity Kindergarten, and one to the Magdalena USAER School.

Ú Educating values

Human Development programs are fundamental to improve the quality of life of individuals and families. Therefo-re, the FJC conducted multiple activities during 2012: conferences, child mis-sions, ANSPAC-improvement work-shops, workshops against addictions, massive events, etc., promoting the practice of positive values in all sectors of the population.

FOUR SCHOOLS

WERE BENEFITED

WITH 31 COMPUTERS.

Page 13: Fundación Jose Cuervo

11

ECONOMIC AREAThe family economy improvement continues to be a beacon for many of the actions of the JCF. Therefore, we have promoted productive projects in order to create opportunities for the neediest sectors of the population.

Ú Tequila Route

As a founding partner of the Tequila Route for over three years, together with the Tequila Regulatory Council, the JCF has maintained its ongoing support to the Route to continue promoting the emergence and strengthening of small businesses related to tourism at the Agave Corridor. Thus, the Tequila Route goals overcame previous years, especially about the economic impact of the region which in 2012 was more than 500 million pesos. In this context a new factor to boost tourism and economic development of the region was undoubtedly the arrival of Jose Cuervo Express train, which its travels to the city of Tequila started on February.

AS A FOUNDING

PARTNER OF THE

TEQUILA ROUTE FOR

OVER THREE YEARS,

TOGETHER WITH THE

TEQUILA REGULATORY

COUNCIL, THE JCF

HAS MAINTAINED ITS

ONGOING SUPPORT TO

THE ROUTE.

Page 14: Fundación Jose Cuervo

12

Ú El Olvido Cooperative

After ten years of successful growth, El Olvido Cooperative has become an engine for development of 10 small communities of the Sierra. The cooperative started with a JCF initiative thanks to soft loans for productive projects. Each year the cooperative brings multiple benefits to dozens of families. In 2012 the number of partners became 310 and increased its share capital by 5% over the previous year reaching more than 3 million pesos.

Ú Artisan support

Job creation is a priority for the JCF. Therefore, through its Special Projects Coordinator, the Foundation conducted in 2012, among other actions, the creation of a directory of producers while managing a Technology Training Center to give economic, image, artisanal and cultural advice to potential entrepreneurs. It also continued to provide advice and support to various regional artisans in order to consolidate them as self-sustaining MSMEs. Prominent among these, the packaging and brand design consultancies for the following products: jam agave, agave fiber woven crafts, quiote agave crafts and agave mushroom production.

Ú CECAT

The Tequila’s Technical Training Center (CECAT) aims to improve the digital skills of MSMEs, focusing the project on Design as a competitive and effective marketing tool contemplating all product development chain: product design, packaging, use of materials, marketing and administration. Since its beginning in November the CECAT has benefited and continues to benefit 28 entrepreneurs.

THE JCF PROMOTED

THE PRODUCTION

OF EDIBLE AGAVE

MUSHROOMS, A VERY

PROMISING PROJECT.

Mushroom

production with

Agave fibers.

Entrepreneur

Mr. GuiIIermo

VeIazquez.

Page 15: Fundación Jose Cuervo

13

CULTURAL AREACasa Cuervo has a high social impact but also maintains its commitment to develop the Pueblo Mágico of Tequila as a worldwide tourist and cultural center.

Contributing to this objective, the JCF conducted various artistic and cultural actions.

Ú Tequila's Cultural Festival

This year took place the 8th Cultural Festival of Tequila from the 23rd to the 25th of March. Like every year there were more than 3000 people that enjoyed this great international event which aims to promote culture and the arts. Friday 23rd began with the staging of the opera Die Fledermaus by Johann Strauss, performed by the Guadalajara Philharmonic Orchestra and the Jose Cuervo Foundation's Choir. In the following days there were various presentations and musical groups like the Gospel Rock Concert, the Opera Prima Rock; and the Coviello July Quartet playing and dancing Argentine tango. The Festival also offered various art workshops for children and musical evenings at the main square of Tequila.

MORE THAN 3 THOUSAND

PEOPLE ENJOYED THE

INTERNATIONAL TEQUILA'S

CULTURAL FESTIVAL.

Page 16: Fundación Jose Cuervo

Ú Jose Cuervo Foundation's Choir

Composed by 38 members in 2012, the choir of the JCF had diverse presentations throughout the year being the most successful, certainly, his two appearances with the operetta Die Fledermaus inaugurating the Tequila’s Cultural Festival and the second at the Degollado Theatre in Guadalajara. In this place the choir had its last presentation of the year with the opera Cavalleria Rusticana. The choir also participated in various locations including Tepic and Etzatlán, and of course Tequila.

Ú Music school

With the support of the state congress and CONACULTA the JCF continued the consolidation of the School of Music. The school was able to integrate 150 children and youngsters from the towns of Arenal with 28 students; Amatitán with 22 students; Magdalena with 15 students; and two groups in Tequila of 46 and 37 students respectively. Among other instruments, guitar and flute were taught in classes and of course music theory. With the assistance of teachers from all over the country, music schools operate as hotbeds of talent.

THE CHOIR ALSO

PARTICIPATED IN VARIOUS

LOCATIONS INCLUDING

TEPIC AND ETzATLáN, AND

OF COURSE TEQUILA.

Page 17: Fundación Jose Cuervo

15

Ú Didactic workshops

To awaken the motivation in children and young people to develop technical and musical skills various workshops for musicians were taught by famous musicians like Santiago Ojeda, Mary Teo, Dario Gonzalez, who have composed for the bands like Fobia, Botellita de Jerez and the Liquits, among others. The workshops were attended by about 100 children and young students from the municipalitie where the music schools are located. Similarly painting workshops were held with artists like Gironella Emiliano and Maximo Gonzalez, and literature workshops by the famous writers Raquel Olvera and Ivan Buenader.

Page 18: Fundación Jose Cuervo

16

Ú Various presentations

One way to promote cultural awareness are the shows that are part of the events aimed at human development for youth, children, women, families and the elderly. Concerts, performances, plays, musicals, arts competitions and all other activities are detailed in the following sections. This is an ongoing effort with clear educational effects for the population.

Ú Book: Wealth management model in the Agave Landscape

During 2011, the JCF joined the initiative of the Tequila Route and the Ministry of Culture of Jalisco to link the local people with the World Heritage designation of the Agave Landscape through an intensive awareness campaign. In 2012 the results were spectacular. We discover tremendous culture wealth in the 8 villages that make up the route. Beyond the agave and tequila, a number of traditions and customs as told by its inhabitants enrich the designation. The book discovered us a new form of travel within this wonderful and ancestral territory.

Page 19: Fundación Jose Cuervo

17

VALUES AREAA distinctive feature of the JCF is the dissemination and promotion of the values that dignify the human being. Therefore, during 2012 we reinforced all activities aimed at training children, youth, men and women to value their own dignity, integrity and family values and to contribute to build an increasingly healthy and protective community that protects the most vulnerable groups.

Ú Annual programs

To promote the practice of values along the 2012 seven programs of Human Development were consolidated and developed for all social sectors of both Tequila and La Laja. Each of these programs is described in the following pages.

PROMOTE THE PRACTICE

AND DISSEMINATION

OF THE ETHICAL

VALUES THAT DIGNIFY

THE HUMAN BEING

IS A DISTINCTIVE

AND UNWAVERING

COMMITMENT OF

THE JOSE CUERVO

FOUNDATION.

Page 20: Fundación Jose Cuervo

18

Ú Massive events

These massive events aim to close the 5 main human development programs. The three or more day events are filled with humanistic content, music, artists and festive spirit.

Thus, the participants not only enjoy and learn, but also live and participate creating a sense of solidarity and communion among the population.

Ú Monthly conferences

The structure of many programs is supported by monthly conferences for parents, women and teenagers. Programs, event and lectures are free of charge.

Ú Weekly workshops

More than three thousand workshops are promoted annually by the JCF: workshops for productivity, for the dignity of women and against addictions. Most of these workshops were held every week, especially the workshops of the National Association for Personal Achievement (ANSPAC) for women.

THESE MASSIVE

EVENTS AIM TO CLOSE

THE 5 MAIN HUMAN

DEVELOPMENT

PROGRAMS.

Page 21: Fundación Jose Cuervo

19

ECOLOGY AREABoth directly and indirectly the JCF undertook several actions to protect and assist in the care of the environment while promoting ecological projects. These projects improve the economic condition of the people. It should be noted that the cooperation with the agave production areas of Casa Cuervo is essential to the success of these projects.

Ú As part of ESR

Once again the JCF contributed in the process of endorsement of the Corporate Social Responsibility (ESR) distinction of Casa Cuervo and in the diagnostics and analysis for the detection of opportunity areas in the care and preservation of the environment.

Ú Ecological production projects

With great satisfaction we can attest that 2012 was a very promising year in terms of organic production projects since several of them were initiated mainly aimed at obtaining various products from agave and its derivatives. Mainly the production of agave jams, lower packaging agave fiber and especially agave edible mushrooms.

ONCE AGAIN THE

JCF CONTRIBUTED

IN THE PROCESS OF

ENDORSEMENT OF THE

CORPORATE SOCIAL

RESPONSIBILITY 2012.

Page 22: Fundación Jose Cuervo

20

With its Integral Model of Local Development the JCF seeks to influence positively in several community and social sectors: children, youth, women, families and older adults.In the following pages we outline the goals achieved in each community sectors.

Family Sector, Woman Sector, Youth Sector, Youth Sector, Children Sector, Senior Sector

Ú Family Sector

Ú Woman Sector

Ú Youth Sector

Ú Children Sector

Ú Senior Sector

COMMUNITY IMPACT BY SECTOR

Page 23: Fundación Jose Cuervo

21

FAMILY SECTORThe JCF continuously promotes different actions aimed at strengthening the family as the basic cell of society and forging the new generations with the awareness that learned behaviors affects society positively or negatively.

Ú "Know to Grow" Program in Tequila

At Tequila and La Laja the JCF offered the annual cycle of monthly lectures for parents. In Tequila 11 conferences were held on topics such as: why did we lose the charm; dare to love differently; confused parents; disoriented children; fear of rejection, among others. 4,515 people took advantage of this program.

Ú "Know to Grow" Program in La Laja

Also in La Laja, a small community of Zapotlanejo, 11 conferences were delivered benefiting 1,583 parents hence replicating with success the program developed in Tequila.

Ú 8th Family Forum

In order to recover the value of the family, the FJC delivered the 8th Family Forum with the slogan: The Family in the closet… where anything is possible. It took place from 9th to 15th March at the Cuervo Forum of Tequila: conferences, shows and exhibitions, whose main theme was: The talent and passion to do things.

3, 347 PARENTS TOOK

ADVANTAGE OF THE 8TH

FAMILY FORUM.

Page 24: Fundación Jose Cuervo

22

Ú CETIF – Tequila

One more year the Center for Comprehensive Family Therapy (CETIF) developed a wonderful work on behalf of the people, especially couples and young marriages of Tequila. It gives us great satisfaction to have created this institution that achieves every day the purpose for which it was created: heal difficult and complex family problems. In 2012, the 14 therapists from the Bateson Institute of Guadalajara provided 772 hours of therapy and attended a monthly average of 78 families and discharged 63 families. About 65 families are currently on the waiting list.

Ú CETIF – La Laja

For the second consecutive year, the JCF kept the good work of the CETIF in La Laja. In this community the center attended an average of 12 families a month, 279 hours of therapy and an equal number of sessions. 13 families we discharged and 24 on the waiting list.

THERAPISTS FROM THE

BATESON INSTITUTE

OF GUADALAJARA

GAVE 772 HOURS OF

THERAPY.

Page 25: Fundación Jose Cuervo

23

Ú Workshops against addictions

We continued to offer workshops for parents every Wednesday on issues of addiction and drug abuse in order to prevent problems for their children. The need to continue with the effectiveness of these weekly workshops has made us limit the groups to 60 people. During 2012, more than 400 men and women were benefited from these workshops.

DURING 2012, MORE

THAN 400 MEN AND

WOMEN WERE

BENEFITED FROM

THESE WORKSHOPS.

Page 26: Fundación Jose Cuervo

24

Ú Care Unit for Domestic Violence (UAVI)

Like other social institutions in the region we continue to support the Municipal DIF UAVI Tequila because this institution is vital as a first filter to properly channel difficult situations arising from domestic violence. In 2012, the UAVI opened more than 656 records, carrying out 201 Law Offices and 166 grievance procedures.

Ú Integrated Regional Justice Center (CEINJURE)

In order to achieve social and family reintegration and at the express request of the authorities of the regional prison a series of workshops for inmates were given 2012. With the support of the JCF 12 workshops were delivered involving 32 residents in each.

Page 27: Fundación Jose Cuervo

25

WOMEN SECTORWomen constitute a vital sector in society. The different roles they play, especially as mothers and home nucleus keep them motivated in a very special way through the actions of the Foundation for Women.

Ú Anspac-Tequila Program

This woman centered program takes place annually through weekly workshops with topics of personal development (self-esteem, grooming, emotional intelligence…).This year 74 cheerleaders provided free workshops in the neighborhoods. ANSPAC-Tequila continued to stand out at national level maintaining 84 groups with 1,572 members. And again exceeded 3000 workshops delivered in 10 months. Furthermore, ANSPAC-Young was strengthened with two groups consisting of 62 members.

Ú Anspac-La Laja Program

In La Laja the program ANSPAC also consolidated 45 members, divided into 4 groups with 4 cheerleaders who gave over 200 workshops throughout the year. Notably the cheerleaders kept the ongoing training in the offices of Guadalajara.

THIS YEAR 74

CHEERLEADERS

PROVIDED FREE

WORKSHOPS IN THE

NEIGHBORHOODS.

Page 28: Fundación Jose Cuervo

26

Ú 7th Expo-Women of Tequila

To celebrate women the International Women's Day and under the slogan Because you are the queen for seven consecutive years, from 16th to 18th March the Tequila Expo-woman was held. 70 modules were offered with more than 400 products and services. Among the services offered, many of them free, we may include: vaccines, blood glucose test, blood pressure measurement, dental services, breast exams, smear tests, facials, among others. Several products were offered like direct clothing and footwear manufacturers, cosmetics and jewelry, home accessories and gardening. More than 7,000 people participated and benefited.

70 MODULES WERE

OFFERED WITH MORE

THAN 400 PRODUCTS AND

SERVICES.

Page 29: Fundación Jose Cuervo

27

Ú Daycare

We kept supporting each of the seven Tequila Daycare centers and a new one in the town of El Salvador is in the process of creation. And as all these years we provided counseling for their excellent operation. Thus, dozens of mothers in Tequila may have time for a productive and remunerative work.

Page 30: Fundación Jose Cuervo

28

Ú Guide Moms

The guide moms group developed a great work, whose number rose both Tequila and La Laja. Giving free valuable time to more than 320 children of the Club Infantil Cuervo (see this section) they talked about friendship, respect, responsibility and honesty through several activities as social missions and games.

INCREASING THEIR

PRESENCE 45 GUIDE

MOMS DEVELOPED A

GREAT JOB IN TEQUILA

AND LA LAJA.

Page 31: Fundación Jose Cuervo

YOUTH SECTORThe youth-teen sector is a major challenge for the Foundation. In this area lies the country's future in today’s complex and difficult world.

Our programs and initiatives towards this sector seek to reinforce teenager’s healthy habits and guided behavior by noble longings of life.

Ú Project your life! program

With the collaboration of the directors of education campuses 10 extraordinary lectures were delivered to young people by high quality speakers. Live simply, Sexuality, among other subjects reached three thousand young-teens who took advantage of the speakers’ testimonies.

Page 32: Fundación Jose Cuervo

Ú Youth Anspac

With eighteen months of life the youth ANSPAC’s seed planted in 2011 has started to grow showing signs of great vitality. A comprehensive training program on ethical values is not easily accepted and requires a great commitment of its members, whose number rose to 62.

Ú Addiction and Responsible Consumption

Responsible consumption of alcohol and addiction prevention remained recurring themes in various forums, workshops and activities of the Foundation, dedicated especially to the young people. In Tequila 2,006 people were directly benefited while in La Laja 180.

Page 33: Fundación Jose Cuervo

31

Ú 8th Youth Week

Held from 16th to 18th March, the 8th Youth Week attracted and benefited 6,500 young-teens who witnessed and participated in various activities under the theme: Conquer yourself… and affect others, which served as background to the lectures by the impressive international speaker Omar Villalobos. Other personalities who gave their testimonies and motivated young people were: Karim Ontiveros Miss Mexico 2010 and the Tequila writer Rodolfo Naró. The youngsters also enjoyed the intercollegiate tournament of dance and the talent show: Tequila Idol.

HELD FROM 16TH TO 18TH

MARCH, THE 8TH YOUTH

WEEK ATTRACTED AND

BENEFITED 6,500 YOUNG-

TEENS WHO WITNESSED

AND PARTICIPATED IN

VARIOUS ACTIVITIES

UNDER THE THEME:

CONQUER YOURSELF…

AND AFFECT OTHERS.

Page 34: Fundación Jose Cuervo

32

Ú Congrescuelas

For the fifth consecutive year the JCF delivered the Congrescuelas project in seven high school campuses of Tequila, with the general theme: Values and dedication to succeed. 3,250 teenagers participated in forums and groups on youth leadership topics. Our recognition goes to the Mar Adentro association for their invaluable alliance for these 7 events.

Page 35: Fundación Jose Cuervo

33

CHILDREN SECTOR

FJC's efforts on behalf of children intensified in 2012 to collaborate with schools and parents in the integral and harmonious development of children. The promising nature of this sector and the vulnerability risks involved are the engine of our unwavering efforts in favor of this sector.

Ú Cuervo Kids Club (CLIC) – Tequila

This program was developed over the year looking for the same fundamental objective: giving children ethical values. This year the club had a remarkable membership increment reaching a total of 185 members.

Similarly, volunteer coordinators of the various activities of the club known as Guide Moms almost doubled their number to get it to 24.

Ú Cuervo Kids Club (CLIC) – La Laja

The club in La Laja went from 123 members to 145 while the number of Guide Moms became 21, six more than last year. The traditional misiones were conducted as well as the weekly workshops, drama classes, etc.

Page 36: Fundación Jose Cuervo

34

Ú 9th Annual Children's Awards

To inspire children love and dedica-tion to education the JCF delivered, for the ninth consecutive year, this great event that recognizes and rewards children with the best school notes in the municipality of Tequila. In addition to receiving personal recognition, ac-companied by a package of scholar material, boys and girls enjoyed the children's play The Jungle Book pre-sented by the theater group Skene.

1,117 children from Tequila, La Laja and the Sierra were awarded.

FOR THE NINTH

CONSECUTIVE YEAR,

THIS GREAT EVENT

THAT RECOGNIzES AND

REWARDS CHILDREN

WITH THE BEST

SCHOOL NOTES IN THE

MUNICIPALITY OF TEQUILA.

Page 37: Fundación Jose Cuervo

35

Ú Project ExEB

We started at the beginning of the school year and in partnership with Entrepreneurs Foundation for Basic Education (EXEB), the ambitious five-year project Self-Managed Schools, which will benefit elementary and preschool children. At the end of the year the following was achieved: 14 schools affiliated to the program, 4 more in the enrollment process, 18 school principals working together with their Parent’s committee, and the full support of the authorities of Public Education.

AT THE END OF THE YEAR THE FOLLOWING WAS ACHIEVED:

14 SCHOOLS AFFILIATED TO THE PROGRAM, 4 MORE IN THE

ENROLLMENT PROCESS, 18 SCHOOL PRINCIPALS WORKING

TOGETHER WITH THEIR PARENT’S COMMITTEE.

Page 38: Fundación Jose Cuervo

36

Ú Children workshops

An especial success were the various workshops for children in the context of massive events like the Cultural Festival of Tequila and Family Forum, in addition to the School of Music cultural program, which this year integrated more than 150 children and youth from several municipalities.

Page 39: Fundación Jose Cuervo

37

SENIOR SECTORIt is clear to the JCF that is never too late to recognize, treat and care for our seniors, who deserve also our respect and gratitude. Such criteria govern the various actions that the JCF made in favor of this sector.

Ú Home of the elderly

We kept the vital support of the JCF to the nursing home. The support is mainly economic and we are constantly checking that the elderly receive medical care and occupational therapies like Friday film, games, exercise, grooming activities and friendly gatherings.

Eight people have volunteered and support the activities of the elderly, in addition to organizing raffles and bazaars for obtaining funds.

EIGHT PEOPLE HAVE

VOLUNTEERED

AND SUPPORT THE

ACTIVITIES OF THE

ELDERLY.

Page 40: Fundación Jose Cuervo

38

Ú 7th Golden Years Homage

On September 9th and for the 7th consecutive year, the JCF performed with great success an exclusive event for seniors, the tribute to the Golden Years. Laughter and happiness filled the event with games, gifts, raffles and contests. The highlight was the presentation of the best mariachi in the world, the Tecalitlán Vargas who delighted more than 1,100 attendees who corresponded with great joy and countless applause.

Page 41: Fundación Jose Cuervo

39

Ú Club Life in Fullness

This new club, created and supported by the Foundation aims to provide older adults a joyful and entertainment place to dance three times a week. At the end of the year the club has 72 senior members.

Page 42: Fundación Jose Cuervo

40

TOWARDS SUSTAINABILITY OF CASA CUERVOSustainability is associated with process improvements, incorporation of new technologies and with the use of harmonious conditions to impact positively the ecosystem.

Therefore, in 2012 the JCF actively participated in the creation of the Social Responsibility Committee, comprised of directors and staff experts who were given the task of identifying the most important sustainability issues that Jose Cuervo has to address in the next five years.

Page 43: Fundación Jose Cuervo

We step forward to strengthen Jose Cuervo’s management, integrated on the environmental, social and economic topics that affect directly or indirectly the ongoing operation of the company. Under this reflexive scheme we have also turned ourselves to identify all the people, groups and institutions that are considered to matter, that is to say, our main interest groups, to fortify communication channels together and be able to opportunely respond to their expectations.

With this first footsteps and the continuous management of CSR distinctive, the JCF collaborates with Casa Cuervo to the materialization of a sustainable business management system.

Page 44: Fundación Jose Cuervo

136-A JOSÉ CUERVO St.TOWN CENTER

TEQUILA, JALISCO, MÉXICO46400

TEL +52 (374) 742 19 19

www.fundacioncuervo.org.mx