2023 March Board Book

Key Insights from Results • A wide var iety of act ivat ions in Q4 generated the second highest number of quarter ly stor ies and impress ions in 2022. Key dr ivers were Hi spanic Her i tage Month, Hol iday Morning’s Mean More, several Heal th & Wel lness tact ics, and press release news • The Cheese Wreath press release generated the highest number of overal l stor ies and the most earned media placements • For the second quarter in a row, a press release related to the Excelerator campaign generated the most impress ions among al l tact ics, in addi t ion to earned pick-up from trade and bus iness media • The Farm-to-Table content del ivered stor ies via 10 di f ferent platforms to ensure the story was seen by consumers and heal th profess ional s • Three mythbust ing consumer campaigns showed strong interest in heal th & wel lness and sustainabi l i ty content , plus CMAB launched mythbust ing educat ion for heal th profess ional s us ing TikTok content

Q4 Consumer Snapshot (Content from Coverage Tracker)

791M Impressions CMAB-Driven Traditional + Social + Paid + Earned 92% CA Dairy + Sustainability Percent of Total Impressions* 98% RCM Seal Message Percent of Total Impressions*

1,097 Stories/Posts CMAB-Driven Traditional + Social + Paid + Earned

30% CA Dairy + Health & Wellness Percent of Total Impressions* 28% Live in the Golden State Percent of Total Impressions*

Content Highl ights

Priority Products Percent of Impressions* Cheese: 64% Fluid Milk: 60% Butter: 4%

Priority Occasions Percent of Impressions*

Snacking: 65% Breakfast: 4%

Cheese Wreath Generated the Most Overall Stories and Earned Media Placements

Farm-to-Table Content Delivered Stories Across the Most Platforms and Audiences

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