2023 September Board Book

Organics canned fruit and vegetables. This digital-focused, recipe-forward activation includes working with Safeway’s registered dietitian to promote three kid-friendly recipes (after school snack, dinner, and dessert). With boosted social posts to Safeway’s shoppers during the month of August and September, we’ll be sharing our meal hacks for affordable, delicious, and healthy options. Featured dairy categories include drinkable yogurt, cottage cheese, and butter. In Southern California, we’ve put together a CA Cheese & Wine promotion with Albertsons and Vons in partnership with Duckhorn Winery. This partnership focuses on six cheese & wine pairings to “elevate everyday.” All 307 stores will receive POS kits with counter easels, pairing guides, and shelftalks to place in their departments. Boosted social posts from Albertsons and Vons social channels will be targeted to active shoppers during our 6-week promotional window. Duckhorn will be executing sampling demos for both cheese & wine in the top selling cheese stores. This program marks a step forward in our relationship with Albertsons/Vons, with a commitment to featuring more California into the future. After taking a year hiatus, CA Happy Hour at Home will be rolling back out at Raley’s mid September to mid-October. This partnership with CA Grown spotlights CA cheese and wine along with a variety of other peak season picks (pears, grapes, etc.) With some new contacts in the mix, we’re looking forward to building another impactful program that can serve as a platform for future local programs given this retailer’s strategic positioning. General BD Updates: For a second year, CMAB will be participating in the California Grocers’ Association Strategic Conference where California retail chains big and small convene for 2.5 days of education and meetings. We will be meeting with ~15 retailers to talk about CMAB support – this can range anywhere from a first-time introduction to someone new on the category desk to a full planning session for a promotion next year, and everything in-between. Some are looking for help sourcing products or are interested in California’s most innovative products, while others bring their shopper marketing folks to chat all things digital. We recently finished the development of our very own Dairy Nutrition Marketing Kit that’s geared towards the retail dietitian audience. As some consumer segments lean into certain diets/lifestyle needs, we can be better armed to talk to this tightknit dietitian community and directly tie nutritional education into our other store programming where applicable. We wrapped up 16 roadshows across the Bay Area and Los Angeles divisions of Costco by mid-summer. Final reporting by location is still being finalized, but this will help both our processors engage in future conversations with these Costco divisions and others while also strengthening CMAB’s position with the retailer overall. This year, we were able to feature some new items that had been authorized because of last year’s efforts and we’ll continue to push for this in the future. Similarly, we decided to test a roadshow type of format at H-E-B over the summer. This is in light of a recent corporate sampling policy change that now allows W-2 employees of brands to host sampling events in stores (with prior approval). Point Reyes and Sach Foods opted