2019 September Board Book

CMAB Functional Priority

Activate the Seal/Position CA as Essential FS Partner

Activation

Foodservice PR and Advertising CAFÉ Conference

Key Messages Delivered:

Innovative chefs use Real California dairy products California is the leading producer of Hispanic cheese and dairy products California is the leading producer of pizza cheese

REAL Makers Campaign: Advertising Results: 1M print/673k digital impressions

Q2 REAL Makers foodservice advertising focused on hacks from Bone Kettle (Rujak), Tasting Room (Mexican Pizza) and Alta Calidad (Hispanic dairy). A secondary advertorial (paid advertorial) spotlighting dairy’s role in the plant-forward trend at foodservice, appeared in the National Restaurant Association’s “Show Daily” during the NRA show in May. Finally, a Business Reply Card (BRC) sized insert with a link to the CMAB’s Hispanic-dairy 101 foodservice video appeared in Restaurant Business. REAL Makers: Public Relations Results: 63k print/183k digital impressions Q2 media coverage included print and digital pieces in Flavor and the Menu and Food Management (x2). CAFÉ Meeting Place Conference The CMAB participated as a gold sponsor in the Center for the Advancement of Foodservice Education’s (CAFÉ) annual conference in Charlotte, NC. During the conference, which was attended by more than 130 culinary educators and culinary students, the CMAB showcased how California dairy fits foodservice trends like plant forward and reducing waste during a reception at Johnson & Wales and a presentation – The Changing Plate: How California Dairy Enhances the Cuisine of Today & Tomorrow – by North Carolina chef Michael Beers at Central Piedmont Community College.