2024 May Board Book

FOODSERVICE

FOODSERVICE

Foodservice PR and advertising continues to build awareness for California milk and dairy products, our key product attributes and California dairy’s leadership in sustainable production. Earned and paid media (print, digital and social) generated more than 11 million impressions, with additional support for contest activations accounting for an additional 4 million impressions with key foodservice stakeholders.

CMAB foodservice hosted California dairy tours with some of the largest broadline foodservice distributors in the U.S., accounting for 75% of the total distribution share and a combined $119.1B in annual sales. These distributors purchase a combined 360 million lbs. of California dairy. Tours provide valuable opportunities for CMAB and processor partners, including face-to-face meetings with distributors where we are able to highlight cheesemakers that align with foodservice dairy trends, uncover areas of opportunity for private label growth and promote California dairy sustainability practices. We continued to leverage culinary competitions to connect with chefs and secure on-trend content for sharing through recipe resource books. • The Real California Pizza Contest celebrated its 5th year in 2023 attracting a record number of entries, with 12 chefs competing for champion status in three categories during a live bake-off event in Napa, Calif. • The Cheese & Mac Virtual Challenge, a new event, identified innovative takes on the comfort classic using California cheese, including the winning recipe: Elote Corn-a-Roni. • To celebrate the 5th anniversary of the Pizza Contest, 10 former winners returned to Napa for the first Tournament of Champions event, with winner Leah Scurto of PizzaLeah in Windsor, Calif. chosen to represent California dairy at the Caputo Cup in Italy in 2024.

3 Major Foodservice Trade Shows / 26 Processors Represented

5 th Annual Real California Pizza Contest

Highligh ng Real California Cheese

4 Culinary Events with Distributor Leadership Teams

Exclusivity at Leading Chain Restaurant Chef Event

2023 US Foodservice

1 st Virtual Culinary Event: Cheese & Mac Challenge

California New Dairy Purchases in Excess of 366MM Lbs.