2024 September Board Book

COMMUNICATION SERVICES Public relations activities in Q2 and the first part of Q3 focused on supporting CMAB functional business priorities and delivering key messages to differentiate California dairy among consumers and retail/foodservice audiences.

Key Communications Strategies: • Strengthen awareness, affinity, and preference for CA based dairy in CA markets • Highlight milk, cheese, butter, yogurt, cottage cheese and ice cream in creative/messaging • Nurture re-discovered habits and usage occasions that drive dairy sales (breakfast, snacking) • Reach consumers where they are, share farm to table, sustainability, and culinary stories • Continue to maintain role of dairy in fitness/health for consumer, health professional audiences • Spotlight value of dairy: monetary, nutritional, flavor in PR and social media messaging • Promote CA progress in achieving climate neutrality • Continue to provide relevant information/tools for foodservice operators

Health & Wellness Results (Organic): 1 Post/4.6K Impressions

The CMAB continued to amplify health and wellness messaging to fitness and health professionals through an ongoing partnership with nutrition professional, Jordan Mazur, MS, RD to share recipe content on his social channels tied to milk and dairy for optimal nutrition and performance. In May, he shared a Powerhouse Salad recipe. He developed two additional pieces for sharing during the Olympics (results will be shared in the next board book). Work continued with the CMAB’s other trainer partner, Jessica Isaacs, to produce a College Athlete’s Training Table series – starting at Fresno State at the end of August and San Diego in September followed by three virtual sessions which will be made available to athletic programs throughout the state. She also produced advertorial content for the National Athletic Trainer’s Association. In June we kicked off a content relationship with Physician’s Assistant and IG influencer Colleen Sloan (@examroomnutrition) to produce content for the California members of the American Association of Physician’s Assistants as well as posting dairy/nutrition mythbusting content to her social channels.