2024 March Board Book

Q4 Consumer Snapshot (Content from Coverage Tracker) 1,171 Stories/Posts

Key Insights from Results • The quarter saw double the number of stories/posts and impressions, compared to Q3, due to more content activations spanning consumer, sustainability and health & wellness topics • The Cheese Wreath press release generated the highest number of stories and impressions overall, while holiday content around the value of holiday morning meals generated the highest in California • CMAB leveraged the cottage cheese trend in 10 unique pieces of content, including a sponsored post that performed 7x above average • Mythbusting content was launched that addressed current misinformation being promoted in California • Sustainability content aligned with the farm to fuel campaign

552M Impressions CMAB-Driven Traditional + Social + Paid + Earned

CMAB-Driven Traditional + Social + Paid + Earned

99% RCM Seal Message Percent of Total Impressions*

Content Highlights

Priority Products Percent of Impressions* Cheese: 97% Fluid Milk, Butter, Yogurt: 50% 10% CA Dairy + Health & Wellness Percent of Total Impressions*

96% CA Dairy + Sustainability Percent of Total Impressions* Priority Occasions Percent of Impressions* Breakfast: 10%

Cottage Cheese Post with Bustle Performed 7x Above Average

Top Performing Mythbusting Headline

CA Cheese Wreath Release Generated the Most Stories/Impressions

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