2023 May Board Book

COMMUNICATION SERVICES Public relations activities in Q1 and the first month of Q2 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 Martha Steward Tinned Fish Feature Results: 1 Story/10.7M Impressions The CMAB tapped into the tinned fish food trend to generate a piece of content shared on our RCM channels and on MarthaStewart.com. We partnered with content creator, Jessica Lawrenz (@mongermoldandmilk) to call out Real California cheeses as a perfect pairing for canned tuna. Lawrenz shared in an interview, "Try lightly tossing tuna with capers and thinly-sliced preserved lemons, pairing with hard, nutty aged cheese like a real California milk carmody or Dry

Jack reserve, along with a dry, floral, minerally white wine. Or try tuna on rustic crackers with hard cheese and pickled shallots." This story was amplified through online media placements like Yahoo! and MSN. San Diego Living Brunch Segment Results: 27K Impressions The CMAB partnered with dietitian spokesperson Amy Goodson on a spring brunch segment that included eggs, bread, and California dairy. The segment, which aired April 27th, featured messages about dairy as a nutritious and affordable ingredient in brunch recipes. California Freestyle Volume II: The Remix In support of the second round of the California Freestyle video content, CMAB distributed a press release outlining the messaging platform and creative execution for the three video spots. Experiential