2020 December Board Book

COMMUNICATION SERVICES Public relations activities in Q3 focused on supporting CMAB functional business priorities and delivering key messages to differentiate California dairy among consumers and health professionals with a continued focus on the new normal and consumer communications landscape. ________________________________________________________________________ CMAB Functional Priority Increase Value of the Seal/Activate the Seal Activation Regional Consumer Key Messages Delivered California fluid milk and dairy products are healthy, functional foods that your family will enjoy during these difficult times

California dairy means real food from real people; buy local and support California dairy families California is a source for quality, sustainable cheese and dairy products Look for the Real California Milk seal

Regional Consumer

Food for Thought – Cause Marketing Results (impressions): 10M social / 1.2B media Partnering with the CA Milk Processor Board, the CMAB launched the #foodforthought initiative with an announcement of the $300,000 donation to food banks for fluid milk and a $100,000 donation from CMPB for meals with a special event at the LA Regional Food Bank.

CMPB engaged two celebrities – Jaime Camil and Matt Bomer – as spokespeople to promote a social campaign to post acts of kindness to spur donations for families in need. CMAB partnered with Feeding America to develop a grant program for 17 California food banks to purchase milk and engaged its microinfluencers to post about the initiative. CMPB developed a comprehensive earned and social media campaign for further support. The CMAB continues to work with Feeding America to place the remaining $50k donation for refrigeration equipment at California locations. [Link to sizzle reel.]