2022 September Board Book

Nationwide demos at Whole Foods are estimated to begin in October. 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. Bob is finalizing plans on a holiday entertaining push with Harris Teeter in the Mid Atlantic region. The pandemic thwarted our ability to build shopper marketing programs over the last two years, but our California cheeses continue to thrive, and we are working on getting some new items authorized before program launch. We are finalizing plans for an October and December shopper marketing program with influential Pennsylvania retailer Di Bruno Bros. These two programs will include cheese samples, in-store signage, e-commerce offers, and cheesemonger contests while featuring both existing and new California cheeses. The retail team will be participating in the California Grocers Association’s Strategic Conference the last week of September in Southern California. This will be CMAB’s third year participating in this California retailer-focused conference in which we meet with 15-18 retailers over the course of two days to discuss CMAB support and 2023 plans. With conferences seeing around ~85% of pre-pandemic foot traffic, this will be an important event to meet with key contacts we have not seen in person for at least two years. Planning for our next integrated consumer promotion, Holiday Mornings Mean More, has commenced. This breakfast focused promotion centered around family togetherness during the holidays will run its third year, serving as one of our largest promotions. We are expanding our reach into shopper marketing vehicles this year and will keep you posted on the results. Below is CMAB’s retail promotional calendar for 2022, based on current plans. With our refocus on California, only one of our larger consumer promotions will be outside of California. Retailer-specific programs will take place both inside and outside of California, based on the strategic opportunities at hand.