2019 March Board Book

CMAB Functional Priority

Establish California as the undisputed leader in sustainability

Activation

Benchmark Sustainability Milestones

Key Messages Delivered

California is a source for quality, sustainable dairy foods. Importance of California dairy industry to state economy Look for the Real California Milk seal California dairy means real food from real people

California Dairy Sustainability Summit The inaugural California Dairy Sustainability Summit was held November 27-28 th in Sacramento. The CMAB coordinated a consumer-focused panel with experts from Ketchum, McDonalds, Nestlé and Hilmar, which was presented on day one. The event garnered 662 registered attendees with dairy farmers making up nearly a third of the registrants. CMAB Functional Priority: Activate the Real California Milk Seal/Ongoing Communication of CA Dairy Story, Shared Values

Key Messages Delivered:

California dairy means real food from real people Look for the Real California Milk seal 99% of California dairies are family owned

California Dairy Social Media Team Results: 725 posts/641k impressions (to date, 2018)

CMAB supported farmer team member content development to encourage positive conversations about California dairy in their social communities, which included recommendations around dairy, food and agriculture posts. CMAB amplified posts on its owned channels and conducted a training session with team members to continue to develop their skills. California Dairy Communicators CMAB also provided communication updates to the group around various issues activities to align on information and responses. Daily Monitoring & Social Listening CMAB monitored traditional and social media daily, tracking Real California Milk proactive coverage, dairy and food industry trends, and issues (food safety, environmental, animal care, drought, etc.). The team provided an analysis and POV on impacts pertaining to the California dairy industry, in addition to recommendations for amplifying positive stories on Real California Milk owned social channels.