2024 March Board Book

Retail Promotions: The planning for our first larger market consumer promotion of the year is well underway. Tacos y Mas (a modification to our past Tacos, Tequila y Mas partnership with the exit of Camarena Tequila) will kick off April 4 th and run through May 5 th in key California retailers. The lead-up to Cinco de Mayo continues to be a relevant occasion to remind shoppers to choose Real California Hispanic-style dairy products when stocking up for the big entertaining weekend. CMAB is currently planning how this promotion will continue to evolve in 2025 and if another third party might offer the synergies we’re looking for. In a similar vein, CMAB is closely working with Kodiak Cakes to build a breakfast partnership for Albertsons Co. Given their protein-focused audience and the perfect tie-in of cottage cheese, fluid milk, and butter, this partnership could be an extension of CMAB’s back-to-school promotion. CMAB is currently working with both Raley’s and Ralphs to explore dairy donation programs for 2024, using a similar model as last year’s Dairy Doing Good promotion in June. Here’s an overview of the flashpoints CMAB plans to support within retail. Each flashpoint will include different retailers, tactics deployed, and levels of investment.

General BD Updates: The CMAB retail team is currently in conversations with both the Bay Area and Los Angeles divisions of Costco regarding RCM roadshows for Q2. With a shift in time period and a requirement for at least 3 new RCM items to feature, CMAB is focused on building momentum around authorized brands which can help during the Q4 key selling period.