DAIRY MANAGEMENT INC
10255 W Higgins Road Ste 900, Rosemont, IL 60018 www.dairy.org

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Organizations Filed Purposes: DAIRY MANAGEMENT INC (DMI) WAS FORMED IN 1995 BY THE NATIONAL DAIRY PROMOTION AND RESEARCH BOARD (NDB) AND THE UNITED DAIRY INDUSTRY ASSOCIATION (UDIA). DMI IS A MANAGEMENT ORGANIZATION THAT INVESTS DAIRY PRODUCER CHECKOFF FUNDS IN STRATEGIC, COORDINATED MARKETING PROGRAMS DESIGNED TO INCREASE CONSUMPTION OF U.S. DAIRY PRODUCTS BOTH DOMESTICALLY AND INTERNATIONALLY. THE FORMATION OF DMI HAS CREATED EFFICIENCIES, GAINED THROUGH THE ELMINATION OF REDUNDANCIES AND THE POWER OF JOINT PLANNING.

TO INVEST DAIRY PRODUCER CHECKOFF FUNDS IN STRATEGIC, COORDINATED MARKETING PROGRAMS DESIGNATED TO INCREASE CONSUMPTION OF DAIRY PRODUCTS BOTH DOMESTICALLY AND INTERNATIONALLY.

DMI PARTNERS WITH FOODSERVICE INDUSTRY LEADERS TO HELP CREATE DAIRY-BASED INNOVATION TO DRIVE DAIRY SALES AND BUILD TRUST IN DAIRY PRODUCTS. IN 2017, WE HAD FOUR DOMESTIC, U.S. FOCUSED PARTNERS: DOMINOS, PIZZA HUT, TACO BELL AND MCDONALDS. BASED UPON THE SUCCESS OF OUR U.S. PARTNERSHIPS WITH YUM! BRANDS, WHICH INCLUDES TACO BELL, PIZZA HUT AND KFC, WE EXPANDED OUR PARTNERSHIP FOCUS AND ADDED TWO PILOT INTERNATIONAL PARTNERSHIPS: KFC, FOCUSED ON LATIN AMERICA CARIBBEAN AND PIZZA HUT, FOCUSED ON ASIA PACIFIC. THE GOAL OF INTERNATIONAL PARTNERSHIPS IS TO INCREASE U.S. DAIRY EXPORTS TO THESE MARKETS. DMI PARTNERS WITH THESE LARGE CATALYTIC COMPANIES BECAUSE THEY ARE INDUSTRY LEADERS WHO HAVE THE POTENTIAL TO DELIVER INCREMENTAL AND SUSTAINABLE DAIRY SALES. MOREOVER, THESE PARTNERS ARE CLOSELY WATCHED BY OTHERS IN FOODSERVICE. THEIR INNOVATION, WHETHER PRODUCT-BASED OR TECHNOLOGY BASED, CREATED A CATALYTIC EFFECT, WHERE OTHERS FOLLOW THEIR ACTIONS. THESE PARTNERS ARE CHOSEN BECAUSE THEY COMMIT TO INVEST IN INNOVATION AND MARKETING IN SUPPORT OF DAIRY-BASED PRODUCTS; AND THEY ARE WILLING TO PARTNER ON OTHER DAIRY INDUSTRY PRIORITIES. DMI SUPPORTS A RANGE OF PROGRAMS AND INITIATIVES WITH THESE INFLUENTIAL AND GLOBAL FOODSERVICE INDUSTRY LEADERS. THE PROGRAMS FOCUS ON PROVIDING DAIRY EXPERTISE AND INVESTMENT IN THE AREAS OF CONSUMER INSIGHTS, NEW PRODUCT DEVELOPMENT, NEW STORE AND NEW TECHNOLOGY TESTING, CONSUMER COMMUNICATIONS, AND CORPORATE SOCIAL RESPONSIBILITY. FURTHER, DMI PROVIDES ON-SITE SCIENTISTS AND/OR CULINARY EXPERTS WHO LEAD PRODUCT DEVELOPMENT OF DAIRY-BASED FOOD AND BEVERAGE PRODUCTS. DMI ALSO PROVIDES EXPERTISE AND CONSULTANTS IN THE AREAS OF MARKETING, CONSUMER INSIGHTS & RESARCH, NUTRITION, SUSTAINABILITY, ANIMAL CARE, FOOD SAFETY, REGULATORY ENVIRONMENT AND DAIRY COMMUNICATIONS. DAIRY REPRESENTS A SUBSTANTIAL PORTION OF THE PARTNERS MENUS. IN FACT, IT IS MORE THAN 70% OF ALL THEIR MENU ITEMS. Over the last five years THESE PARTNERS HAVE SPENT $7.5 BILLION ON dairy-focused ADVERTISING, featuring DAIRY-BASED PRODUCTS SUCH AS PIZZA, TACOS, ICE CREAM AND COFFEE DRINKS. SINCE THE START OF THESE PARTNERSHIPS IN 2009, THEIR COMBINED MILK EQUIVALENT TONNAGE HAS GROWN BY 2.2 BILLION MILK POUNDS AND AVERAGED 3.4% GROWTH PER YEAR. 2018 HIGHLIGHTS INCLUDE the relaunch of MCDONALDSS McCafe coffee and drinkable desserts product portfiolio. In 2016 DMI helped support new product concept development and product formulation work against the McCafe portfolio. Items such as Macchiatos, Frappes and new Lattes were tested with consumers. DMI helped support a marketing test for these in Seattle in 2017. The test market was so successful that McDonalds launched the program nationally in 2018 to all 14,000+ US restaurants behind a $100M marketing campaign and invested in new espresso equipment. The McCafe program was so successful that other major chains soon announced a similar espresso coffee platform investment; with chains such as Dunkin, Panera and Burger King announcing 2019 platform launches. IN 2018 CHECKOFF INVESTED IN TECHNOLOGY INNOVATION PLATFORMS AT DOMINOS, WHICH EXPAND AVAILABILITY AND ACCESS TO PIZZA. Examples include Dominos Hotspots, which enables consumers to create a new delivery location for pizza at places such as beaches and tailgate events. DOMINOS AND DMI CONTINUED TO PARTNER ON ITS SMART SLICE SCHOOL PIZZA PROGRAM. SMART SLICE IS NOW IN MORE THAN 11,500 SCHOOLS serving five million students. DOMINOS ALSO SUPPORTS BUILDING TRUST IN THE DAIRY INDUSTRY. IN 2018, DOMINOS INCREASED AWARENESS OF THE UNDENIABLY DAIRY CAMPAIGN BY INCLUDING FARMER MESSAGING ON SEVEN MILLION PIZZA BOXES PER WEEK and added the Undeniably Dairy messaging to their consumer Pizza Tracker, with exposure to over three million consumers per week. THESE EFFORTS HELPED DOMINOS GROW MILK EQUIVALENT TONNAGE BY 8.7% IN 2018. CHECKOFF STARTED TO PARTNER WITH PIZZA HUT IN LATE 2013 TO HELP TURN AROUND THEIR STRUGGLING U.S. BUSINESS. IN 2018 DMI PARTNERED WITH PIZZA HUT ON NEW PRODUCT PLATFORMS FOCUSED ON PUTTING CHEESE IN MORE PLACES. In 2018, DMI helped introduce the cheesiest Pan Pizza ever, the Double Cheesy Crust Pan Pizza. Described as a combination of Stuffed Crust Pizza and Original Pan Pizza, the new Double Cheesy Crust Pan Pizza combines a signature ring of melted cheese from the brands Stuffed Crust to deliver more than twice the cheese of a normal hand-tossed pizza. Further, DMI helped relaunch the signature Pan Pizza with 25% more cheese. This relaunch will deliver 150 million more pounds of milk in Pizza Huts 6,000 restaurants across the U.S. SINCE THE TACO BELL PARTNERSHIP BEGAN, DMI HAS HELPED TACO BELL EVOLVE IN HOW THEY USE DAIRY, FROM INCORPORATING IT AS A GARNISH TO EVOLVING INTO BEING MORE OF A KEY INGREDIENT TO DRIVE FLAVOR, PROTEIN AND/OR INNOVATION. IN 2018 DMI, PARTNERED WITH TACO BELL to introduce new touchpoints behind delivery and catering to ensure dairy relevance for those occasions. Further, we helped expand Taco Bells breakfast presence with the first dairy and steak product: Steak and Egg Stacker, with four times the cheese of a normal taco. Taco Bell has averaged 3.4 percent dairy sales growth since the inception of our partnership in 2012. OUR YUM INTERNATIONAL PILOT PARNTNERSHIPS BEGAN IN 2017 AND HAS MADE SIGNIFICANT PROGRESS. THROUGH OUR PARTNERSHIP WITH PIZZA HUT IN ASIA PACIFIC, WE HAVE CREATED AWARENESS BY INCORPORATING MADE WITH U.S. CHEESE MESSAGING INTO ADVERTISING AND POINT OF PURCHASE MATERIALS FOR MENU ITEMS LIKE STUFFED CRUST PIZZA WHICH USES U.S. STRING CHEESE. WEVE ALSO LAUNCHED FIVE NEW PIZZAS IN THE REGION THAT USE U.S. CHEESE. AS A RESULT, IN 2018, U.S. CHEESE SALES AT PIZZA HUT ASIA PACIFIC INCREASED 29% SINCE 2016, BEFORE THE PARTNERSHIP BEGAN. OUR KFC LATIN AMERICA & CARIBBEAN PARTNERSHIP BEGAN LATER IN 2017 AND HAS FOCUSED ON CREATING A PIPELINE OF CHICKEN AND U.S. CHEESE MENU ITEMS. THE FIRST ITEM WILL LAUNCH IN LEAD MARKETS IN JULY 2019, WITH MORE TO FOLLOW IN 2020+, THANKS TO A TEAM EFFORT INCLUDING DMIS ON-SITE DAIRY SCIENTIST WHO WORKS WITH THE KFC LATIN AMERICA & CARIBBEAN TEAM. FLUID MILK PARTNERSHIPS: THE DAIRY CHECKOFF PROGRAM, WORKING WITH COMMITTED MILK PROCESSORS, HAS EMBARKED ON A COMPREHENSIVE REVITALIZATION STRATEGY TO REINVENT THE MILK EXPERIENCE FOR CONSUMERS. THE FOCUS INCLUDES MILK AS A STAND-ALONE BEVERAGE AS WELL AS AN INGREDIENT IN OTHER BEVERAGE SEGMENTS SUCH AS COFFEE, TEA, SMOOTHIES, ENERGY DRINKS AND MORE. AS PART OF THE EFFORTS TO REVITALIZE FLUID MILK THE DMI BOARD APPROVED PARTNERSHIPS WITH EIGHT COMPANIES WHO ARE LEADERS AND INNOVATORS IN THE MILK AND BEVERAGE ARENA INCLUDING DAIRY FARMERS OF AMERICA (DFA); DARIGOLD/NORHTWEST DAIRY ASSOCIATION; THE KROGER COMPANY; HP HOOD; MARYLAND & VIRGINIA MILK PRODUCERS COOPERATIVE ASSOCIATION, INC.; SHAMROCK FARMS; SOUTHEAST MILK, INC.; AND COCA-COLA/FAIRLIFE. THE HP HOOD PARTNERSHIP CAME TO A CONCLUSION IN 2015, while fairlife completed in 2018. Since the launch of DMIs fluid milk partnerships, our partners have delivered a cumulative sales growth of more than $500M. fairlife milk is the primary driver of these results. DMI ASSISTED AND INVESTED IN THE NATIONAL 2015 LAUNCH OF FAIRLIFE MILK. THE GOAL WAS TO CREATE A NATIONAL FLUID MILK BRAND LEVERAGING THE RESOURCES AND SCALE OF COCA-COLA. FAIRLIFE HAS BEEN A TREMENDOUS SUCCESS AND CONTINUES TO GROW, ACHIEVING DOLLARS SALES OF $450M in 2018, A FEAT THAT FEWER THAN ONE PERCENT OF NEW PRODUCTS ACHIEVE. More than 60 PERCENT OF CONSUMERS REPEAT THEIR PURCHASES OF FAIRLIFE, A GOOD PREDICTOR OF ITS SUCCESS MOVING FORWARD. BASED UPON FAIRLIFES INITIAL SUCCESS, FAIRLIFES OWNERS HAVE ANNOUNCED THE ADDITION OF TWO NEW PRODUCTION LINES TO MEET CONSUMER DEMAND. THESE Were in process in 2018. FURTHER, FAIRLIFE ALSO ANNOUNCED A NEW ARIZONA PLANT SET TO COMMENCE FIRST MILK PRODUCTION IN LATE 2019. IN 2017 DMI WORKED WITH SHAMROCK FOODS TO LAUNCH SHAMROCK FARMS COLD BREW COFFEE & MILK IN SINGLE-SERVE BOTTLES. THE GOAL OF THIS LAUNCH IS TO HELP ENSURE MILK IS A KEY INGREDIENT IN THE GROWING READY-TO-DRINK COFFEE CATEGORY, WHICH has achieved $3.5B of sales in 2018. TO SUPPORT SHAMROCKS EAST COAST MARKET EXPANSION, SHAMROCK ANNOUNCED THE COMPANY WILL INVEST MORE THAN $40 MILLION TO EXPAND ITS FACILITIES IN VIRIGINIA. THIS WILL ENABLE THE EAST COAST EXPANSION OF MILK-BASED, SINGLE-SERVE BEVERAGES SUCH AS THE SHAMROCK COLD BREW COFFEE & MILK AND ROCKIN REFUEL, WHICH CHECKOFF ALSO HELPED DEVELOP AND SUPPORT FOR SHAMROCK FOODS. IN 2018 DMI PARTNERED WITH DAIRY FARMERS OF AMERICA (DFA) to LAUNCH a yogurt smoothie product IN MINNEAPOLIS AND WISCONSIN AND SUPPORTED IT WITH TV ADVERTISING. KROGER COMMENCED INNOVATION ACTIVITIES AND HAS IDENTIFIED SEVERAL INNOVATION PLATFORM AREAS FOR LAUNCH. IN 2018, KROGER developed a line of flavored whole milk beverages to launch in January 2019. OUR PARTNERSHIPS ARE ALREADY STIMULATING CHANGE IN THE INDUSTRY AND FUNDAMENTALLY CHANGING THE WAY THE FLUID MILK INDUSTRY DOES B

EXPORT DMI IMPLEMENTS MARKETING PROGRAMS TO FACILITATE THE SALES OF U.S. PRODUCED DAIRY PRODUCTS IN INTERNATIONAL MARKETS AND U.S. PRODUCED DAIRY INGREDIENTS OUTSIDE THE UNITED STATES. DMI ALSO PROVIDES TRADE AND ACCESS SUPPORT FOR EXPORTS INTO INTERNATIONAL MARKETS.

FUEL UP TO PLAY 60 FUEL UP TO PLAY 60 (FUTP 60) IS DAIRY'S BEST SUCCESS STORY WHEN IT COMES TO ADVANCING HEALTH AND WELLNESS AMONG YOUTH. AT ITS CORE, FUTP 60 IS AN IN-SCHOOL HEALTH AND WELLNESS PROGRAM DESIGNED TO ENGAGE AND EMPOWER YOUTH TO TAKE ACTION FOR THEIR OWN HEALTH BY IMPLEMENTING LONG-TERM, POSITIVE CHANGES FOR THEMSELVES, THEIR SCHOOLS AND BEYOND. CUSTOMIZABLE AND NON-PRESCRIPTIVE PROGRAM COMPONENTS ARE GROUNDED IN RESEARCH WITH YOUTH, INCLUDING TOOLS AND RESOURCES, IN-SCHOOL PROMOTIONAL MATERIALS, A WEBSITE, STUDENT ENGAGEMENT ACTIVITIES AND GRANTS TO FUND SUSTAINABLE CHANGES - ESPECIALLY IN PROVIDING INCREMENTAL ACCESS TO SCHOOL NUTRITION WITH AN EMPHASIS ON DAIRY. FUTP 60 WAS FOUNDED IN 2009 BY THE NATIONAL DAIRY COUNCIL (NDC) AND THE NATIONAL FOOTBALL LEAGUE (NFL), IN COLLABORATION WITH THE U.S. DEPARTMENT OF AGRICULTURE. SINCE THAT TIME FUTP 60 HAS BECOME THE LARGEST IN-SCHOOL HEALTH & WELLNESS PROGRAM IN THE UNITED STATES WITH OVER 73,000 SCHOOLS ENROLLED, REACHING 38 MILLION STUDENTS. THE PROGRAM HAS HELPED TO CHANGE SCHOOL ENVIRONMENTS TO BETTER SUPPORT PROPER NUTRITION AND PHYSICAL ACTIVITY, AND BECAUSE OF FUEL UP TO PLAY 60, 14 MILLION STUDENTS ARE EATING HEALTHIER AND 18 MILLION ARE MORE PHYSICALLY ACTIVE. THE PROGRAM HAS NOT ONLY BEEN WELL RECEIVED BY SCHOOLS AS IT HELPS THEM IMPROVE THE SCHOOL HEALTH AND WELLNESS ENVIRONMENT, ESPECIALLY IN UNDERSERVED SCHOOLS, BUT IT ALSO HAS BEEN EMBRACED BY THOSE OUTSIDE OF THE DAIRY INDUSTRY WHO SEE THE VALUE OF ENGAGING IN THE PROGRAM INCLUDING MANY OTHER HEALTH AND NUTRITION ORGANIZATIONS. OUR SUCCESS WITH FUTP 60 GOES BEYOND HEALTHY EATING AND PHYSICAL ACTIVITY IN SCHOOLS. IT IS ABOUT THE TOTAL HEALTH OF THE CHILD, AND THE POSITIVE IMPACT ON COMMUNITIES. To help advance its mission to protect and grow sales and trust in dairy, DMI/Innovation Center for U.S. Dairy launched an industry-wide initiative in June 2017 Undeniably Dairy. Now in its third year, Undeniably Dairy is leading the implementation of a loud and proud consumer-centric, multi-stakeholder, multi-year campaign that demonstrates the relevance and responsibility of dairy farmers and the dairy community, drawing from its values and practices across the value chain from the farm to the fridge. Undeniably Dairy achieves this effort by engaging the dairy community, influencers and others to tell its story around four pillars that drive content and storytelling: responsibly produced, locally driven, nutrient rich, and real enjoyment. Further, the campaign accomplishes this by building integrated systems that expand reach, raise awareness and build participation through: - Integrated communications A comprehensive approach that includes media and other channel partnerships, digital (websites, search, and social strategies), earned and social media, and through events and experiences. - Influencer outreach Establishing and/or strengthening relationships with critical media, reputational (e.g., dietitians, health professional organizations, environmental and animal care leaders) and cultural influencers (e.g., food and lifestyle bloggers) that reach consumers. - Community engagement Rallying the dairy, food and other relevant communities to amplify, customize and create content around Undeniably Dairy and its pillars to further unify and strengthen dairys voice, including engagement among farmers, processors and manufacturers, retailers, and agribusiness. In its first two years, Undeniably Dairy has made an impact with consumers on behalf of farmers and the dairy community. For example: - More than 4 billion total impressions since the start of the campaign - More than 620 million total paid impressions - Nearly 130 video views - More than 2,000 earned media placements - More than 300 dairy community and other allied industry organizations and companies engaging in Undeniably Dairy

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