2023 September Board Book

Q2 Consumer Snapshot (Content from Coverage Tracker) 967 Stories/Posts

Key Insights from Results • The total number of stories/posts increased 7x over Q1, due to three press release announcements for Summer Snacking, Excelerator and the CADairy4Good Raley’s partnership. • Mythbusting sponsored content promoting California dairy sustainability generated the most impressions per tactic (not including press releases), at 4M. A new platform was utilized in Q2 that is generating higher engagements at a 0.56% rate, versus a previous average of 0.14%. • California dairy sustainability storytelling was told through various content pieces generating 57M total impressions. • Summer Snacking content received 52M impressions. The variety of products promoted in the campaign provided a terrific opportunity to take advantage of two top consumer trends: value and cottage cheese.

487M Impressions CMAB-Driven Traditional + Social + Paid + Earned

CMAB-Driven Traditional + Social + Paid + Earned 99% RCM Seal Message Percent of Total Impressions*

47% CA Dairy + Health & Wellness Percent of Total Impressions*

46% CA Dairy + Sustainable Nutrition/Nutrition Access Percent of Total Impressions*

Content Highlights

Priority Occasions Percent of Impressions* Snacking: 11%

Priority Products Percent of Impressions* Fluid Milk: 98% Cottage Cheese, Yogurt: 11% Cheese: 10%

Summer Snacking Content Leveraged “Value” and “Cottage Cheese” Consumer Trends

Top Performing Mythbusting Content Headline

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