2025 May Board Book

protein and probiotics is a major tailwind in our favor. Consumers are increasingly returning to real dairy. Promotions The second quarter is a key time of year from a planning perspective with a combination of retailer-specific shopper marketing promotions, broader-market tentpole promotions, e commerce activations, and more. Some of what we’re working on in Q2: • Retailer-specific Promotions o Kowalski’s Market California Dreamin’ – April o Raley’s Do Good with Dairy – June • CPG Partnerships o Duckhorn Wine Country Brunch Cheese Giveaway – May • Broader-market Tentpole Promotions o Summer Snacking – Memorial Day – 4 th of July • Instacart o Spanning late Q1 into Q2, our first Instacart campaign of the year centered around the Lenten season leading up to Easter to kick things off with an expanded assortment to increase consumer reach and overall impact. o Our Summer Snacking tentpole will include Instacart promotions, which will launch at the end of May. New Distribution Support Supporting new distribution is a primary function for CMAB’s retail team. Opportunities for support are typically by request and can come from processors working with CMAB on bids for new business, CMAB connecting processors with retailers looking to fill a gap, or CMAB partnering with retailers on evaluating a broader category opportunity. Here’s just a few highlights for Q2: • Marquez Brothers launch at H-E-B (Texas) – Spring 2025 o Product began rolling out Q1 and Q2, bringing their El Mexicano branded Hispanic dairy line (cheeses and cremas) into all 339 Texas locations. o Positioned directly against private label and Cacique, this line represents a significant win in a competitive category. This business is expected to be $5MM annually. CMAB is supporting this roll-out with coupons to drive trial and brand switching. • Karoun Gopi Yogurt and Mango Lassi launch at Costco Bay Area – March-April o As a California-based subsidiary of Lactalis, Karoun is uniquely positioned to bring ethnic dairy innovation to market. CMAB is supporting this launch with in-store demos to drive trial and awareness. • Fiscalini Purple Moon national launch at Publix (Florida) – May o Fiscalini’s rollout to their 1,395 locations is projected to be 26,000 lbs. of cheese.