2022 September Board Book

California Freestyle Campaign Delivered High Profile Earned Media in English + Spanish

• 5 press releases were di str ibuted, which combined represented 96% of stor ies/impress ions; the Sustainable Grazing Board release drove the most pick up at 1,041 stor ies wi th top-t ier media LA Times and SF Gate among the top 3 publ icat ions that picked up the story Sustainable Grazing Board Release Drove the Most Stories and Impressions

Key Insights from Results • Several key act ivat ions launched in Q2, which increased the number of stor ies by 10x and tr ipled the number of PR impress ions versus Q1; act ivat ions included Retai l Support: Tacos Tequi la y Más, Summer Snacking; News Engine: Sustainable Grazing Board, Excelerator , Shredding Hunger ; and Cal i fornia Freestyle Content Highl ights

• Cal i fornia Freestyle generated the most widespread PR resul ts, wi th 30 pieces of or iginal content from earned, paid, and inf luencer tact ics in Engl i sh and Spani sh

Message

RCM Seal

82%

CMAB-Driven Traditional + Social + Paid + Earned 98%

CA Dairy +

Impressions

1.02B

Sustainability

Percent of Total Impressions*

Percent of Total Impressions*

Priority Products Percent of Impressions* Cheese: 64%

Fluid Milk: 53%

Hispanic-Dairy: 39%

Freestyle

(Content from Coverage Tracker) 3.4K Stories/Posts CMAB-Driven Traditional + Social + Paid + Earned 62% CA Dairy +

Health & Wellness Percent of Total Impressions* 39%

CA Dairy +

Percent of Total Impressions*

Q2 Consumer Snapshot

Priority Occasions Percent of Impressions* Snacking: 25% Breakfast: 0.7%

*may exceed 100%, as a story/post can include multiple priorities/messages