Press Release

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Farmers “Slam Dunks” Black History Month with the NBA All-Star weekend

Company highlights the importance of giving back to the community

Los Angeles, CA (February 18, 2011) Farmers Insurance continues its diversity efforts with the launch of its African American Market Expansion during a line-up of NBA All-Star Game events centered around Black History Month.

The Farmers Insurance and Kenny Smith All-Star Bash officially kicks-off this initiative on Friday, February 18, 2011 with an NBA All-Star Game pre-event. More than 2,000 celebrities, athletes, entertainers and prominent business leaders are expected to attend this VIP event.

Farmers will be a presenting sponsor for a children’s basketball clinic for children ages 8-18 held on Saturday February 19, 2011 from 11:00 am to 5:00 pm at The Studios at Paramount. The expected attendance is 6,000 to 8,000.

“This initiative will help Farmers better serve the African American community’s insurance and financial needs,” said Faye W. McClure, Farmers Vice President of Strategic Marketing. “The campaign aims to increase Farmers’ exposure to the second largest minority group in the nation.”

Farmers has previously launched successful initiatives increasing awareness and exposure to Hispanic customers and Asian American customers.

Farmers African American Market Expansion targets eight states, focusing on California, Illinois, Texas, Ohio, Virginia, Michigan, Alabama and Tennessee.

The NBA All-Star Game will be broadcast on TNT on Sunday, February 20, 2011

About Farmers Insurance Group
Farmers is a trade name and may refer to Farmers Group, Inc. or the Farmers Exchanges, as the case may be. Farmers Group, Inc., a management and holding company, along with its subsidiaries, is wholly owned by the Zurich Financial Services Group. The Farmers Exchanges are three reciprocal insurers (Farmers Insurance Exchange, Fire Insurance Exchange and Truck Insurance Exchange), including their subsidiaries and affiliates, owned by their policyholders, and managed by Farmers Group, Inc. and its subsidiaries. For more information about Farmers, visit our Web site at or

Media contact:

Kenneth Adams

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