2024 May Board Book

SHARED VALUES

RETAIL

Part of nourishing California communities is working to ensure access to wholesome milk and dairy foods. As part of our ongoing partnership with Feeding America, CMAB co-hosted and served as a sponsor for the Dairy Nourishes America Western Symposium, a gathering of food banks, dairy industry representatives and other key stakeholders to address long-term challenges to providing fresh milk and dairy to families in need.

10 Retailer Specific Shopper Marketing Programs

4 Market-Focused Retail Programs

17 0K Coupons Distributed

950+ Sampling Demos in Stores with 230K Samples Handed Out

1 2K+ Online Orders Sent to Basket with Chickory Recipe Activations New Menu Item at Disney Food & Wine Festival Ranked Within the Top 5

$1. 6MM in Attributable Sales on Instacart

2023 US Retail

Through the #CADAIRY4GOOD platform, CMAB also announced a partnership on World Milk Day (June 1) with retailer Raley’s Food for Families program

2 Retailers Toured Califor ni a Cheesemakers

14 Costco Roadshow Events

to provide fluid milk donations to 12 local food banks. Ag Secretary Karen Ross and California dairy farmer/

The domestic retail team works with processors that use the RCM seal to gain and support new distribution at traditional grocery (Safeway, Albertsons, Stater Bros.), club stores (Costco, Sam’s Club) and e-commerce (Instacart, Amazon, retailer. com platforms). We assist

CMAB board member Maureen Lemos joined food bank and Raley’s

Food for Families representatives for a kickoff media event in Sacramento. The June Dairy Month donation goal was met two weeks into the activation, resulting in a donation of 13,000 gallons of milk. This messaging was amplified through media. In September and October, CMAB worked with dairy advocates at Cal Poly, Chico State, Modesto Junior College and Fresno State to host the first Intercollegiate Give a Gallon

with introductions, market data and support sampling programs and value offers to help new products gain traction during their first year of distribution. Each year we run larger, market-focused integrated consumer promotions centered around key growth pockets to stimulate incremental sales with existing retailers. One example is the Summer Snacking initiative that supports sales of products from fluid milk to cheese and ice cream. We also conduct retailer-specific shopper marketing programs based on strategic opportunities throughout the country. Working directly with retailers not only fulfills our objective of building awareness and driving incremental

Challenge to raise milk for community and university food banks. More than 3,000 gallons of milk were raised. The state’s Dairy Princess advocates kept a brisk schedule of school visits and events where they shared the story of California dairy with the next generation of consumers.

sales for RCM dairy products, but also helps strengthen our relationship with the retailer.