2022 December Board Book

micro-influencers through Deutsch LA and light PR coverage from Ketchum. Looking at IRI sales data for the Southern California market, broken out by Los Angeles and San Diego, RCM brands collectively achieved a 15.5%-dollar sales lift with cheese and a 20.9% dollar sales lift with cream/sour cream. Our processors' sales were up $1.1MM in absolute sales during this promotional period as compared to the prior year. Tacos, Tequila, y Más was our second Hispanic-dairy-oriented promotion of the year, focusing on mainstream retailers throughout California as a partnership between CMAB, the CA Beef Council, and Camarena tequila (Gallo). For this promotion, which focused on the lead-up to Cinco de Mayo, tactical execution included in-store materials, instant redeemable coupons, Chicory recipe search, iHeartRadio ads across broadcast radio, mobile streaming, and podcasts. We made this promotion even bigger through digital advertising amplification with Deutsch LA (recipe

forward display banners and RCM-sponsored social posts) and Ketchum (sponsored lifestyle content and other media stores, as well as sponsored micro-influencer social posts). During this promotional period, RCM brands were up +16.1% in dollar sales for cheese and 19.5% for sour cream/crema versus last year. This translates to $1.5MM in sales increases over the same period last year.

Our Summer Snacking promotion ran from mid-June to mid-July featuring a variety of dairy categories. This California promotion included in-store signage, multiple Checkout51 rebates, Chicory recipe search, Instacart Featured Products/SEM, geotargeted emails, as well as a robust influencer campaign, display banners and sponsored social posts through Deutsch LA and sponsored content on news sites and media

releases through Ketchum. This promotion faced more economic headwinds than perhaps any other CMAB retail promotion in light of inflation. While the sales results were ultimately up +12% versus prior year, most category volume remained near flat with the exception of cheese (+5.6%), cream cheese (+32.7%), and sour cream (+4.4%).

Holiday Mornings Mean More, our last integrated consumer promotion of the year, will roll out at the end of November and run through December. This holiday breakfast promotion centered around family togetherness during the holidays is in its third year running, providing a platform for a variety of dairy categories to shine. Tactical execution includes in-store media, ibotta rebates, Instacart SEM, Chicory recipe search & banners, geotargeted email communication, various influencer partnerships with social content and amplification, as well as other digital advertising and PR support.