2023 March Board Book

Q4 Consumer Measurement Dashboard (Content from Talkwalker)

Drive consumer demand in select regions

Stimulate consumer interest in key growth areas

Priority Occasion Mentions In-Target 1

CA Dairy Mentions In-Target 1

California based social media content creators that posted about dairy contributed the most volume

Priority Occasions

Q4

22.4K In-Target 1 Engagements (likes, comments, shares) (Q4 2021, 68.1K)

85% In-Target 1 Volume (Q4 2021, 84%)

1.3B In-Target 1 Impressions (Q4 2021, 646M)

Dairy Breakfast

2,914

Dairy Snacking

2,347

Increase largely due to water and climate stories that mention CA dairy

@ keviniscookin

Competitive Share of Voice Volume In-Target 1

Priority ProductMentions In-Target 1

Q4 2022 CA Dairy: -6% decrease QoQ vs. competitors, 58% SOV

Priority Products Q4 (Volume of mentions) Fluid Milk (5,462 mentions) Hispanic Style Dairy (389 mentions) Cheese (47 mentions) Yogurt/Butter (10 mentions each)

2,607

2,577

2,571

2,433

2,372

1,698

CA Competitors Linear (CA)

1,199

889

848

655

@RunEatRepeat

Q4 '21

Q1 '22

Q2 '22

Q3' 22

Q4 '22

1 Metrics are representative of “In-Target” regions including LA, San Diego, San Francisco, Sacramento and San Jose and respective counties in CA, CMAB Non-CA Growth Regions (TX)