2024 September Board Book

Key Insights from Results • CMAB press release announcements of the 2024 RCM Excelerator program and partnership with Raley’s Food for Families drove the majority of Q2 consumer stories and impressions; release mentions of the seal, sustainability, health & wellness, and priority products also drove the high percent of impressions in these categories • Mythbusting sponsored content addressed misinformation about whole milk (April) and upcycling (June), which aligned with CMAB’s byproducts video campaign; the best performing creative used a fun, entertaining graphic to convey the upcycling message; it delivered 66% more clicks versus the previous top performing content in 2024 • CMAB connected dairy with snack trends to support the Summer Snacking retail promotion; a lifestyle release leveraged several CMAB owned recipes and generated 54 stories and 46M impressions in the target region of California

Q2 Consumer Snapshot (Content from Coverage Tracker)

439M Impressions CMAB-Driven Traditional + Social + Paid + Earned

1,208 Stories/Posts CMAB-Driven Traditional + Social + Paid + Earned

99% RCM Seal Message Percent of Total Impressions*

99% CA Dairy + Sustainability Percent of Total Impressions* Priority Occasions Percent of Impressions* Snacking: 11%

99% CA Dairy + Health & Wellness Percent of Total Impressions*

Content Highlights

Top Performing Mythbusting Content

Priority Products Percent of Impressions* Fluid Milk: 98% Cheese: 60% Butter/Yogurt: 50%

Top Trends were Leveraged to Support the Summer Retail Campaign

*may exceed 100%, as a story/post can include multiple priorities/messages