2025 May Board Book

o To drive early velocity, CMAB will support the launch through in-store advertising and the deployment of Instant Redeemable Coupons (IRCs). • Private Label Ice Cream launch at Grocery Outlet – August o This is Grocery Outlet’s first roll-out of private label RCM ice cream across all stores as an everyday offering. o While the launch is scheduled for August, there’s a bit of work to be done prior. Grocery Outlet is no frills in every sense – they do not offer any promotional tactics today, so CMAB is working directly with their team on special approvals and what tactics make the most sense for their shoppers. Retailer Engagement & Strategic Partnerships The second quarter is a critical period for CMAB’s retail team, marked by a combination of trade show activity, new product launches, and the core execution window for shopper marketing programs. As retailers finalize resets and promotional calendars in anticipation of the fall and holiday seasons, CMAB remains focused on aligning RCM support where it matters most. The International Dairy Deli Bakery Association (IDDBA) show continues to be our most effective event for retail engagement. Coming off the momentum from a successful Winter Fancy Food Show and Expo West, the retail team is leveraging IDDBA to deepen retailer relationships, plan upcoming launches, and connect California processors with relevant category managers across key retail accounts. Some projects we’ve been working on that will be tied into upcoming in-person meetings: • As we scale our efforts to increase impact, we’re deploying a new format of retailer tours that includes 3-4 non-compete retailers in one group. Angled as an opportunity for deeper enrichment, we’ve identified core retailer targets that are strategically valuable for our processors and have already received commitments for 2025 dates. • Proficiency in specialty cheese is a growing focus area for retailers as they struggle to train their staff through a standardized process. From sourcing to merchandising to talking about cheese, there’s an opportunity for CMAB to provide a digital resource to retailers that includes necessary education on the fundamentals while keeping California cheeses in the fold. This concept started as an opportunity for Whole Foods, but this resource is easily scalable and something we can assist other retailers with in the near term.