2019 September Board Book

CMAB Functional Priority

Establish California as the undisputed leader in sustainability Benchmark and Share Out Sustainability Milestones California is a source for quality, sustainable dairy foods. Importance of California dairy industry to state economy Look for the Real California Milk seal California dairy means real food from real people

Activation

Key Messages Delivered

California Dairy Sustainability Byline Results: 115k impressions

A bylined article highlighting milestones in California dairy sustainability was placed on the GreenBiz site – a website that delivers content on business, technology and sustainability for all industries. A modified version of the byline was shared through Dairy Business and the Tulare County Farm Bureau and Oakdale Leader. Frank Mitloehner TED Talk Pitch Tapping into science to dispel misinformation about dairy, livestock and climate change, the CMAB worked with Dr. Frank Mitloehner to put together a pitch for a TED talk on the topic “Can we eat our way out of climate change” and coordinated a nomination with Dr. Mitloehner and Temple Grandin. We continue to explore other options to share this information. CMAB Functional Priority: Activate the Real California Milk Seal/Ongoing Communication of CA Dairy Story, Shared Values CMAB supported farmer team member content development to encourage positive conversations about California dairy in their social communities, which included recommendations around dairy, food and agriculture posts. CMAB amplified posts on its owned channels and conducted a training session with team members to continue to develop their skills. California Dairy Communicators CMAB provided communication updates to the group around various issues activities to align on information and responses. Daily Monitoring & Social Listening CMAB monitored traditional and social media daily, tracking Real California Milk proactive coverage, dairy and food industry trends, and issues (food safety, environmental, animal care, drought, etc.). The team provided an analysis and POV on impacts pertaining to the California dairy industry, in addition to recommendations for amplifying positive stories on Real California Milk owned social channels. Key Messages Delivered: California dairy means real food from real people Look for the Real California Milk seal 99% of California dairies are family owned California Dairy Social Media Team Results: 257 posts/469k impressions