2024 May Board Book

SUSTAINABILITY

FOOD & HEALTH

Showcasing Leadership in Sustainability

CMAB continued to focus on connecting with health and fitness professionals to counter misinformation and share updated science about dairy’s role in health and wellness. We partnered with Jordan Mazur (@jordanmazur), director of performance nutrition for the San Francisco 49ers, and a new partner – Jessica Isaacs (@jessicathesportsrd), former dietitian for the LA Clippers and the UCLA men’s and women’s basketball teams – to create content about the role dairy plays in overall health and sports performance. Working with Pulse Connect, we developed a set of tools highlighting the Benefits of Dairy in Pregnancy and Early Childhood to reach pediatric

To carry forth the message that California dairy is a national leader in implementing sustainability efforts, we focused on sharing a compelling story that resonates with consumers — how the use of methane digesters on dairy farms helps to reduce methane emissions and creates clean,

renewable energy for vehicles throughout the state. We tied into public transportation as one area where these dairy fuels are helping to reduce environmental impact and shared this compelling story through bus shelters and bus wraps, and a 90-second social video in English and Spanish. The campaign launched in October in Los Angeles and San Diego, with billboards in Tulare and Sacramento. We continued to focus on conservation and sustainability practices throughout the year by working

and family medical practitioners in California. We also expanded our reach to retail dietitians by developing a retail guide to dairy nutrition.

with regional publications like the San Diego Union Tribune and San Francisco Chronicle to highlight topics like water conservation and the farm to fuel message through digital advertorials as well as working sustainability messages into consumer and business-to-business content and key stakeholder meetings.

In the fall, CMAB worked with IDEA Health & Fitness Association on an article showcasing how viral social media recipes like cottage cheese ice cream, because of the nutrient-rich dairy ingredients, can have fitness and wellness benefits.

Dairy Princess Advocates 115 Events 149 School Visits 359 Content Pieces

Dairy Farmer Social Advocates 727 Content Pieces

2 Sustainability Advertorials >3.6MM Impressions

2023 Education & Trust

Cowpower Bus Shelters/Wraps 58MM impressions

Sustain Mythbusting 12.2MM Impressions

Cowpower >7.1MM Video Views

Cowpower >9.1MM Social Impressions

Health & Wellness Mythbusting 11.1MM Impressions

Health & Wellness In flu encers >10MM impressions

CADAIRY4GOOD 169MM Impressions