2019 December Board Book

COMMUNICATION SERVICES Public relations activities in Q3 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./International CMAB Functional Priority Increase Value of the Seal/Activate the Seal Activation Regional Consumer Events • California State Fair • Field to Vase Dinner (Lompoc) • San Francisco Cheese Fest Fox News Segment: Ice Cream Hispanic Heritage Month: Retail Promotion Key Messages Delivered California is a source for quality, sustainable artisanal cheese and dairy products Look for the Real California Milk seal California dairy means real food from real people Consumer Outreach/California: California State Fair, Field to Vase Dinner, SF CheeseFest Reach: >600k attendees Real California Milk had an information booth and sponsored the kitchen area at the California State Fair in July (attendance 601,761), the Field to Vase Dinner, held September 7 in Lompoc (attendance 200) and SF Cheese Fest in San Francisco (attendance 500) to build awareness for the Real California Milk seal and share key messages about California dairy.

Fox & Friends: Ice Cream Segment Results: 8.6M impressions (broadcast and online) In celebration of July 25 th as National Hot Fudge Sundae Day, CMAB partnered with lifestyle expert Limor Suss to promote California ice cream on a live broadcast segment with Fox & Friends where the Real California Seal was prominently featured.

Hispanic Heritage Month – Retail Promotion PR Support September 15 th launched support for the regional Hispanic Heritage Month “Real Tastes & Traditions” retail promotion. CMAB partnered with Society Culinaria to develop 10 recipes based on traditional cultural dishes for use during the activation, which included a national lifestyle release and a geotargeted Taboola headline campaign, driving consumers to recipe content and a partnership with 15 regional Instagram microinfluencers to create and post content tagged to the RCM product locator and hashtags. Results will be included in the Q4 measurement report.