2023 September Board Book

COMMUNICATION SERVICES Public relations activities in Q2 and the first part of Q3 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

San Diego Living Burger Board Segment Results: 27k Impressions The CMAB partnered with California Beef Checkoff and dietitian spokesperson Amy Goodson on a Memorial Day grilling segment focused on building a cheeseburger board. The segment, which aired May 24 th , featured messages about how beef and dairy serve as nutritious and affordable ingredients for summer grilling.

Summer Snacking Retail Campaign Lifestyle Release Results : 44 Stories/50M Impressions Stella n Spice Organic/Paid Content Results : 3 Posts/2.7M Impressions The Summer snacking retail campaign ran June through July and 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 and online media placements with publications such as the Los Angeles Times .