2019 September Board Book

COMMUNICATION SERVICES Public relations activities in Q2 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 • San Diego Cheese Festival • Field to Vase Dinner (Sacramento) June Dairy Month/Buy Local 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: San Diego Cheese Festival, Field to Vase Dinner Real California Milk sponsored the Liquid City Cheese Festival, which was held May 19th in San Diego and the Sacramento Field to Vase Dinner, held June 12 at the state capital where attendees sampled California cheeses and received materials with the Real California Milk seal and key messages about California dairy at these events. In support of the June Dairy Month/Buy Local retail promotion, CMAB partnered with San Francisco-based chef Melissa King to create custom recipes shared with consumers in Northern California through a direct link campaign, social media amplification, a press release and earned media. Working with CDFA, Governor Gavin Newsom proclaimed June as Real California Milk Month, which was announced through a press release highlighting the contribution of dairy farm families to the state’s economy and local communities. CMAB social channels and producer influencers also supported the national World Milk Day message (June 1) and the #GiveAGallon initiative through the Undeniably Dairy campaign. CMAB Functional Priority Reframe the Dairy Health Story Activation Influence the Influencers Key Messages Delivered California milk and dairy products are a healthy, tasty way to get essential vitamins and minerals June Dairy Month/Buy Local Results: 44.6M impressions

California dairy is a healthy source of protein Dairy fits into modern diets, healthy eating plans Look for the Real California Milk seal