2024 September Board Book

Finally, in August dietitian Jenna Werner (@happystronghealthy.rd) rolled out her mythbusting content and participated in the “What the Actual Fork” podcast with fellow dietitian and influencer Andres Ayesta (@andresayesta) to discuss common misperceptions about dairy.

Mythbusting Results (Wave 1 Campaign - April only numbers): 1.7M Impressions Content focused on full fat/whole milk misinformation Results (Wave 2 Campaign - June only numbers): 1.6M Content focused onupcycling and aligned with the CMAB byproducts video campaign

CMAB continues to share dairy mythbusting messaging with audiences through social media and partnerships, as well as through sponsored ads. In April this messaging focused on misinformation about whole milk. June focused on the upcycling of byproducts on dairy farms. This aligned with the newest sustainability video campaign focused on the consumption of

byproducts by cows in their feed. The content headline “California Dairy Cows Upcycle Unused Food and Ag Byproducts into Delicious Milk” on allrecipes.com was the top performing mythbusting content. It delivered 66% more clicks versus the previous top performing content this year.