2022 March Board Book

Q4 Foodservice Snapshot 1 Story Earned Media 1.6M Advertising Impressions

Key Insights from Results • The earned story placement in Q4 increased the total 2021 stor ies to 40, exceeding the annual KPI target by 60% • Paid ampl i f icat ion of videos on RCM’s YouTube channel – a new tact ic in Q4 - drove 240K impress ions, about 1/5 of al l paid social ; performance achieved a 53.79% overal l view rate, beat ing the average food industry benchmark of 35.4% • SEM generated 36K impress ions (up 12% over Q3) and i s steadi ly dr iving more share of the webs i te vi s i ts among paid tact ics • Pi zza Compet i t ion support from soc ial ampl i f icat ion generated 700K impress ions, the highest number of impress ions for a s ingle tact ic • Advert i s ing del ivered a strong ROI for CMAB dol lars - overdel iver ing by 125K impress ions and generat ing 471K added-value impress ions • RCM webs i te traff ic from paid tact ics dipped a bi t , though overal l vi s i ts increased 11% over Q3; webs i te traff ic typical ly dips dur ing the hol iday season, so i t i s encouraging to see the interest

1.4M Paid Social Impressions

5.1K Website Visits Direct from Paid Tactics

3.1M CA Dairy + Innovative Chefs

Content Highl ights

Impressions Paid + Earned Media

SEM Best Performing Content

Priority Focus Areas Percent of Paid + Earned Impressions Innovative Chefs use CA Dairy: 97% CA Dairy + Cal-Mex: 87% Quality, Consistent Source: 55%

Black Food Collective Generated Most Video Views

YouTube Paid Amplification Exceeded Industry Benchmark by 50%