2023 December Board Book

COMMUNICATION SERVICES Public relations activities in Q3 and Q4 focused on supporting CMAB functional business priorities and delivering key messages to differentiate California dairy among consumers and retail/foodservice audiences. Key Communications Strategies: • Strengthen awareness, affinity, and preference for CA based dairy in CA markets • Highlight milk, cheese, butter, yogurt, cottage cheese and ice cream in creative/messaging • Nurture re-discovered habits and usage occasions that drive dairy sales (breakfast, snacking) • Reach consumers where they are, share farm to table, sustainability, and culinary stories • Continue to maintain role of dairy in fitness/health for consumer, health professional audiences • Spotlight value of dairy: monetary, nutritional, flavor in PR and social media messaging • Promote CA progress in achieving climate neutrality • Continue to provide relevant information/tools for foodservice operators Regional (California)/National Consumer

Summer Snacking Retail Campaign Lifestyle Release Results : 44 Stories/50M Impressions Stella n Spice Organic/Paid Content Results : 1 Post/1.7M Impressions The Summer snacking retail campaign was supported through PR media and social media influencer content. The CMAB partnered with influencer Stella Navarro-Kim (@stellanspice) to create sponsored social content featuring Summer Snacking recipes powered by whipped cottage cheese. The campaign was further amplified through geotargeted content online media placements with publications such as the Los Angeles Times , which continued to run into September.

Holiday Content Partnership The CMAB will once again partner with cheese shop, Lady & Larder, and cheese expert, Jessica Lawrenz (@mongermoldandmilk), during the holiday season to create a series of cheese wreath posts, an instructional video, and a Cheese Wreath Kit for purchase in support of Feeding America food banks.