2018 September Board Book

During the sampling program in the south region, a total of 1,329 kilograms of Monterey Jack cheese were sold and 668 kilograms of Mozzarella. On the other hand, in the north region, the sampling included two varieties in two different packaging presentations. The sales report presented block mozzarella (65 packages), shredded mozzarella (30 packages), Monterey jack in blocks (656 kilograms) and shredded Monterey Jack (48 packages).

The importer will share previous sales results in order to measure sales increase and asses a possible second implementation of the program for this year.

• Due to Mexico´s tariff imposition to cheese from the United States, the menu promotions with Mama Mia Pizza and Pizza Planet are on hold. There is uncertainty about the loyalty of the clients to maintain Real California Cheese in their menus no matter the changes in the price.

Bon Suisse •

Thrifty – A promotional program began on June 2018 with the only ice-cream store chain in Mexico that elaborates their products with Real California Milk. The program includes the adhesion of the RCM seal to digital posts, videos and gifts of the brand that are developed for social media publications in Instagram and Facebook.

PR and Communications PR Activities

The PR efforts of this month generated media interest in Real California Milk with three main talking points: RCM seal, RCM cheese quality and dairy consumption benefits. With a total of 18 articles we reached almost the 4 million impressions in comparison of the 1,360,632 from other people. Also, we have the first national TV brand exposure with our official chef of the brand Consuelo Herrera cooking different recipes with California Milk on the TV morning show “Sale el Sol”. Social Media Our Facebook community is around the 29,000 followers with a 2.37% of engagement, however the most successful post generated 43,580 impressions and 96 clicks; meanwhile the most successful video reach 958 views and 274 clicks. On the other hand, the Instagram community up to date shows 219 followers and we focus the communication efforts in the Instagram Stories, one of the most popular social networks nowadays. This strategy allowed us more interaction with our consumers, influencers and retails.