2024 March Board Book

COMMUNICATION SERVICES Public relations activities in Q4 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

Cheese Wreath Holiday Content Partnership Results : Press Release: 413 Stories/262M Impressions

Trendhunter Earned Media Pick Up: 2 Stories/1.6M Impressions The CMAB partnered with cheese shop, Lady & Larder and cheese expert, Jessica Lawrenz (@mongermoldandmilk) for the second time during the holiday season in Q4 to create a series of cheese wreath posts, an instructional video, and a Cheese Wreath Kit for purchase in support Results: 1 Story/1.1M Impressions in CA and 103K National In Q4 a sponsored lifestyle article highlighting cottage cheese as a versatile, valuable addition to meals and snacks was distributed through Bustle online and Facebook. This content performed 7x above average. of Feeding America food banks. Cottage Cheese Bustle Article