2024 September Board Book

in our favor. Consumers are increasingly rejecting plant-based and lab-grown products, with volume down and dairy re-gaining share! US Business Development Retail Promotions: Our last tentpole consumer promotion for this calendar year is focused on the breakfast occasion during the back-to-school timeframe in California. This was a transition from last year, when our program focused on breakfast during the holidays. This change offered an opportunity to better lean into key growth categories as well as promote breakfast in multiple forms – at home, on-the-go, for multiple people, or just individuals. All of our focus recipes centered around convenience, taking 20 minutes or less to make. CMAB tactics included: in store media, targeted email communication to shoppers near key retailers, recipe in-line and pairing ads with Chicory, Instacart Featured Products, shopper marketing tactics with Smart & Final and Cardenas, influencer partnerships, digital banners & social content amplification through Deutsch LA, and social content/PR support through Ketchum. CMAB partnered with Raley’s Food for Families for a second year of Do Good with Dairy . This June promotion was met with incredible success. This partnership focuses on consumer donations at the register going towards dairy purchases at local food banks. Last year, CMAB provided $20,000 in matching contributions, with $40,000 ultimately going towards fluid milk purchases in local food banks. This goal was achieved in less than two weeks – so this year we increased our match to $30,000 with the ask that all donations during the month of June go towards dairy purchases. We are excited to share that $98,105 was raised in those 30 days and is now being utilized to purchase fluid milk, butter, yogurt, and more for local families in need. CMAB is often a connection point between retailers and our processor community. One way we’re able to inspire new distribution is through tabletop presentations – where CMAB rents a low-cost venue like a local hotel conference room and invites processors to showcase their products in a private showing for key retail decisions makers. In May, CMAB held a tabletop for Southern-California retailer Gelson’s. We are currently planning an October promotion to support the new authorizations from this meeting and help build traction to support our cheesemakers’ growth. Many retailers bring in Hatch chiles between August and September, holding weekend roasting events. This year, CMAB partnered with Stater Bros to build a California dairy focus for their larger Hatch chile promotion. CMAB partnered with local influencer and content creator Ericka Sanchez to develop two exclusive recipes and promote the use of California dairy products through the season and beyond. CMAB also partnered with Stater Bros on a giveaway, available to those who visit their roasting events only. Partnering on this promotion is a huge step for CMAB and our relationship with Stater Bros., who has been less engaged over the last few years after contact turnover. We will continue to leverage these opportunities to build rapport with influential stakeholders while driving incremental sales during relevant occasions.