2022 December Board Book

Mike and Elizabeth have secured 26 roadshows with Costco’s Bay Area and Los Angeles divisions for the 4th Qtr of 2022. These roadshows are running 3 days in length, each led by a California cheese ambassador who will educate consumers on all the California dairy products carried at Costco, while offering samples of up to four different California cheeses each day. These roadshows provide the opportunity to drive incremental sales for existing processors as well as a platform for the processors to leverage their roadshow results in new business conversations. At least 4 processors have secured holiday in-out, or added additional warehouse locations for their items this year. The first seven roadshows have generated unit sales lifts of at least 200%. Nationwide demos at Whole Foods ran October - December. With several processors reaching global status (present in at least 6 of Whole Foods’ 9 US divisions), our goal is to help ramp up sales prior to the busy holiday season. Savor the Season , a holiday specialty cheese promotion, will roll out at Harris Teeter late November through early December. Sach Foods is the latest processor to gain distribution with this retailer, with paneer being spotlight in one of the featured recipes. Blaze a Cheese Trail to the Golden State ran in October with influential Pennsylvania retailer Di Bruno Bros, while Give the Taste of California will run in December. These two programs included cheese samples, in-store signage, e-commerce offers, and cheesemonger contests while featuring both existing and new California cheeses. Elizabeth, Katelyn and Jim participated in the California Grocers Association’s Strategic Conference the last week of September in Southern California. This was CMAB’s third year participating in this California retailer-focused conference in which we met with 15 retailers over the course of two days to discuss CMAB support and 2023 plans. Follow ups are currently under way with retailers like Albertsons Co., Ralphs, Cardenas, Northgate Gonzalez, Ral ey’s, Smart & Final, Super King, Superior Grocers, and more.