2019 December Board Book

Farm to Table “Enter the Golden State” Tour Work continued to plan the Enter the Golden State farm to table tour, which has been postponed until Q1 2020 due to media response and travel schedules. Social Media Partnerships The CMAB is partnering with Bake from Scratch magazine, home to @thebakefeed, and the Visit California media team to integrate California dairy products and messaging about the Real California Milk seal into consumer and media events in November. Both events will include social media posts incorporating RCM social channels and hashtags.

INTERNATIONAL Gaofu/Go Kitchen App Promotion Results: 20M impressions, 172k clicks

September 18 thru November 2, CMAB and Chinese distributor Gaofu, a long-time partner, coordinated a California cream cheese promotion on the Go Kitchen App. Go Kitchen is the Chinese equivalent of Pinterest, boasting over 250 million user accounts with a primary audience of women (80%), with 65% between the ages of 25-39. Over 1.4 million recipes have been shared on the Go Kitchen app, including recipe content from key opinion leaders (KOLs), what we call in the U.S. “influencers”. In addition to an activity page and a banner position on the main page of the app, three KOLs were contracted to develop and share recipes with Real California cream cheese on the Go Kitchen app with a call to action link to purchase on JD and Tmall online stores. The activation generated over 950 of content – 157 shares of KOL content and 800 original/new recipe content. Gaofu also reported an increase of California cream cheese sales on JD and Tmall platforms during the promotional time period.