May'19 Board Book

COMMUNICATION SERVICES Public relations activities in Q1 2019 focused on supporting CMAB functional business priorities and delivering key messages to differentiate California dairy among consumers and health professionals. ______________________________________________________________________________ Drive consumer demand for CA Dairy in select regions of the U.S CMAB Functional Priority Increase Value of the Seal/Activate the Seal Activation Regional Consumer Events • Artisan Cheese Festival Key Messages Delivered California is a source for quality, sustainable artisanal cheeses. Look for the Real California Milk seal California dairy means real food from real people Consumer Outreach/California: Artisan Cheese Festival Results: 3,000 attendees Real California Milk sponsored the California Artisan Cheese Festival, which was held March 23-24 in Santa Rosa. More than 3,000 attendees from throughout the state and national sampled California cheeses and received materials with the Real California Milk seal and key messages about California dairy.

CMAB Functional Priority

Reframe the Dairy Health Story Influence the Influencers

Activation

Key Messages Delivered

California milk and dairy products are a healthy, tasty way to get essential vitamins and minerals California dairy is a healthy source of protein Dairy fits into modern diets, healthy eating plans Look for the Real California Milk seal

Health Professionals: Health Expert Social Media Content Results: 2 posts/63k Impressions Nurse Barb Dehn’s Q1 social content focused on teens and bone health and benefits of dairy for

reduced risk of Type 2 diabetes in teens and adults. Health Influencers: Social Media Influencers Results: 34 posts/1.2M impressions CMAB continued its partnership with social media influencers Run-Eat-Repeat and Diet Assassinista to share content that showcases how California dairy fits within an active, healthy and balanced lifestyle.