Retail Promotions: As consumers look towards the busy holiday season (October – December), dairy has countless opportunities to shine. The team is executing promotions with a range of key retailers focused on inspirational usage across key holiday categories (baking, specialty cheese & seasonal favorites for the whole family) across multiple shopper touchpoints: • Broader-Market Tentpole Promotions o Holiday (November–December) • Instacart Promotions o Fall – Seasonal gatherings and fall baking (October-November) o Holiday (November-December) • Retail Media Network Promotions o Kroger/84.51 (November-December) • Retailer-Specific Promotions o Mollie Stone’s Holiday Hosting - (November-December) o Stater Bros Seasonal Flavors & Baking - (November-December) o Sprouts Holiday Solutions – (November-December) Value channels like Club continue to capture more of consumers’ wallets. Our processors are also prioritizing this channel, where they typically first start with a single rotation of product to prove themselves. As expected, around a third of all sampling demos deployed this past year were in support of new business at Costco and our new commitment structure incentivizes even more volume. - The relevance of Private label continues to grow as uncertainty rises and retailers focus on value offerings as well as differentiated assortment. o New Distribution Support - The majority of CMAB’s earmarked support has been for projects within cheese (snacking, commodity), ice cream and value-added milk in 2025. The lifespan of these projects often span up to 2 years for a variety of reasons, so there’s a handful completed each calendar year as we feed the pipeline and expand our reach. Current projects include Crystal Creamery, California Dairies/Valley Natural Beverages, Rumiano, Joseph Farms, Emmi Roth (Cowgirl Creamery), and more. - Specialty cheese shines in Q4, with an opportunity for seasonal items to perform well enough to justify shelf space year-round. o Harris Teeter: 100 in-store demos to support the launch of new RCM items including Marin French, Point Reyes, Sierra Nevada and Cheese Bits. o Raley’s: 40 in-store demos as part of their Taste of the Season campaign featuring Fiscalini, Belfiore, and Point Reyes. Retailer Engagement & Strategic Partnerships CMAB continues to cultivate high-level strategic engagement with key national and regional retailers. Building these relationships over time gives us leverage in influencing decisions and authorizing new products. Historically, Q4 has less touchpoints as retailers are focused on deploying their holiday assortment, so the retail team focuses on projects already in the pipeline and opportunities for the following year. Some recent wins: - We’re currently building support for the recent authorizations at Gelson’s tied to the tour adjoining the ACS conference in Sacramento in July - We’re currently planning an in-store Meet the Cheesemaker event for Jimbo’s
Made with FlippingBook interactive PDF creator