2017 March Board Book

Followers of Food52 saw a how-to video using Real California butter in a seasonal squash butter recipe. The video was posted to Food 52’s Instagram channel followed by 1.4 million consumers. Rose Parade CMAB executed several PR tactics to promote the “Legacy of Generations” float in advance of the Rose Parade. Note: the following covers activities through December 31; the Rose Parade itself and other events on Jan 1 and after will be included in the next board book  Media Outreach CMAB conducted proactive outreach to media, delivering key messages to drive meaningful impressions and encourage conversations around California dairy. Stories included: o Reveal of the Float Design : “Legacy of Generations” represented more than 1,300 hard-working California dairy farm families, consumers’ favorite dairy foods and 1.7 million California dairy cows; the float design was featured in publications including The Mercury News, Modesto Bee, Pasadena Now, NBC LA, Holstein World, Cheese Market News, and through distribution of the press release “Real California Milk Unveils 2017 Rose Parade Float as Celebration of Multi-Generational Dairy Farmers.” o Float Rider Announcement : To help tell the story of 200+ years of multi- generational success, CMAB shared the stories behind the 11 multi-generational dairy farm families who served as float riders. Their stories were shared in regional print, online and TV coverage, including CBS Fresno, Petaluma Argus- Courier, Our Valley Voice, Cheese Market News, as well as on a national level with the press release “Real California Milk Selects Multi-Generational Dairy Farm Families to Represent California Dairy's Legacy of Success at the 2017 Rose Parade.” o Amplification via Partnerships: Through its’ partnerships with the Tournament of Roses, California Cut Flower Commission and Fiesta Parade Floats, CMAB and the “Legacy of Generations” float were featured in traditional and social media coverage. Content included the California Grown flowers used to decorate Rose Parade floats and the California Grown Certification, press releases issued the organizations and social media posts seen by more than 80,000 followers.  Live Television Segments (Satellite Media Tour) Consumers in 24 U.S. markets gained a sneak peek at the "Legacy of Generations” float in live segments hosted by HGTV’s Paul James. Paul focused interview messaging on the multi-generational dairy farm families and natural décor materials that reflect sustainable on-farm practices.  Float Decoration

5