A Message From the CEO:

Advocacy Is About PassionAs I closed out my second year as CEO, I found myself reflecting initially

on a few of the challenges dairy faces: Milk’s role as part of the diet is being questioned, and new competition to milk and milk products is mounting. While it may be easy to focus on negative forces, I see our current environment as one that poses not challenges, but opportunities.

There is heightened interest in food, where it comes from, health and wellness and the intersection of all three. Consumers want to know more, and we can use this interest to put our passion to work.

While Dairy Council of California has a long history of educating consumers to make healthy food choices with milk as a cornerstone, we are now doing it in new ways, beyond our behavior-driven print programs, which last year reached more than 7.5 million children, families and adults.

It’s all part of our dairy advocacy strategy, which is about igniting a passion for milk and milk products and engaging with others. It’s listening to different viewpoints, initiating conversations and serving as the community face of dairy farmers and milk processors. Here are a few examples of advocacy at work:

• We’re sharing with thought leaders and health professionals a research foundation for positioning milk as an irreplaceable package of nutrients.

• We’re tapping technology to play a bigger role in our education initiatives to reach more kids, more times and in more ways. Video, for example, will increasingly be part of our programs, and by the end of 2015 we will be developing an application for interactive whiteboards.

• We’re teaching school foodservice directors how to creatively display healthy foods to nudge students to make healthier food choices.

• We’re teaching dairy farmers, handlers and their employees how to engage with friends, colleagues and neighbors in new ways about the value of milk and milk products through our dairy advocacy training. In our first year, more than 200 individuals were trained, and we have plans to expand our corps of dairy advocates next year.

All of our efforts are designed to create fresh conversations about dairy’s position in a healthy diet.

Dairy advocacy reflects a shift in mindset. It’s a tipping point that builds upon the strong foundation and history of Dairy Council of California to make an even bigger impact through new ways of engagement, innovative programs and adoption of technology.

Tammy Anderson-Wise CEO, Dairy Council of California

1418 N. Market Blvd., Suite 500Sacramento, CA 95834HealthyEating.org

RETURN SERVICE REQUESTED

Randall Dei, Chair, Board of Directors

Tammy Anderson-Wise, Chief Executive Officer

BOARD OF DIRECTORS Chuck Ahlem • Herm Benedetti • Webster “Mac” Berry • Laura Burns

Kimberly Clauss Jorritsma • Fred Denier • Gregory “Butch” Dias

Joey Fernandes • Margaret Gambonini • Sarah Goreham-Simon

Darrin Monteiro • Tom Murray • Mike Newell • Frank Otis

Carole Roquemore • Andy Rynsburger • Chris Sawyer • Brad Scott

Richard Shehadey • Dan Souza • Arlene Vander Eyk • Arlan C. Van Leeuwen

2013-2014 Expenditures:

Your Money At Work Dairy Council of California continues to increase its reach and impact,

offering the dairy industry a solid return on investment.

Program Services 88%Administration 9%Research & Industry 2%Board of Directors 1%

Total Expenditures =$6,663,059

Digital Annual Report Offers Video and Exclusive ContentVisit our website to check out video additions and more. Look for these icons throughout the report.

Additional video content

Additional online content

HealthyEating.orgTo receive electronic news, email TammyA@DairyCouncilofCA.org.

2014Annual Report

FPO

Dairy Council Helps Power Up Breakfast

Dairy’s health halo continues to grow as new research uncovers more about the unique benefits in a range of dairy products.

This new evidence strengthens the position that Dairy Council of California advocates—that milk contains an irreplaceable package of nutrients and is essential to a healthy eating pattern.

The six-month “Better Days Begin With a Balanced Breakfast” campaign used social media, the HealthyEating.org website and print media to reach more children, health professionals and consumers with information on how to make healthy choices at breakfast. The effort encouraged families to boost the nutritional quality of that first meal of the day by including more selections of milk, cheese and yogurt with other food-group foods.

“Since our inception, we’ve been educating children and families about the importance of making healthy choices, including milk and dairy products, through our print programs,” said Sara Floor, Dairy Council of California Communications Manager. “Because people are increasingly looking at food’s role in overall health and wellness, this was a perfect time to extend these messages to an even broader audience.”

The campaign garnered nearly 500 third-party (e.g., health professionals, journalists, influential bloggers) mentions, resulting in a combined print and online reach of up to 180 million.

The 2014 campaign encouraged

people to eat more nutritious

breakfasts with milk as

a centerpiece.

Sports and Farm AdvocatePhoebe Copp, Community Nutrition Adviser,has worked with the Fresno Grizzlies minor league baseball team to encourage dairy consumption in the ballpark and promote chocolate milk as a sports recovery beverage. She has also contributed to dairy-positive health articles for the children’s agricultural magazine Farm Grown, which reaches 115,000 students and 170 schools.

Advocacy At Work

At Dairy Council of California, we reach millions of people through our print programs—but our work extends beyond the numbers. Our passionate team is making a difference day in and day out spreading dairy positive messages in a variety of ways. Meet our team and see examples of Dairy Council of California at work.

Nutrition AmbassadorAshley Rosales, R.D.N., Manager, Policy and Opin-ion Leader Relations, has established mutually beneficial partnerships with key stakeholder organizations like the California Dietetic Association. In gaining this organization’s trust and respect, she was invited to review its state legislator nutrition communications, many of which she has successfully revised with dairy-positive messages.

School Foodservice ChampionShannan Young, R.D.N., S.N.S., Senior Project Manager, has significantly raised Dairy Council of California’s visibility and credibility in the school foodservice arena across California. Her presentations at major school health conferences advocate for improving school meal nutrition and preserving plain and flavored milk as important, healthy selections in school cafeterias.

Chairman Of The Board

The Future Is Bright For Dairy Industry

Randall Dei, Director U.S. Ice Cream/

Industry Relations, Safeway; Board

Chair, Dairy Council of California

During the past two years, Dairy Council of California has become a true 21st century organization delivering dairy-positive nutrition campaigns to many more Californians.

It’s important to let you, our investors, know that expanding our reach—whether with school-children and parents, health professionals and their patients or consumers from all walks of life—comes at no extra cost. Without reducing services, the organization finds novel ways to cut expendi-tures and free up resources to reach new audiences.

This prudent effort is coupled with a team empowered to go beyond what has been traditionally done. The team is encouraged to dig deeper into the education and community environments to build new relationships at a grassroots level. Staff morale and productivity are high. All this is testament to our CEO, Tammy Anderson-Wise, and is resulting in growing recognition and respect as well as an expanded customer base.

Embracing and leveraging technology is a critical strategy. Moving from traditional pen and paper to digital delivery and online

versions of many of our programs is boosting learning effectiveness and attracting new customers. Dairy Council of California is also remarkably skilled at using social media, including Facebook, Twitter and the increasingly important blogosphere; we’re sharing healthy eating messages with hundreds of thousands of people we never reached before. A major expansion of our video-based programming in the future will increase our commitment to electronic education.

Finally, the dairy advocacy program created by Dairy Council of California is an extremely effective tool for addressing challenges big and small.

Dairy Council of California is positioned nicely for the future, and I believe the next decade will be our most exciting and effective period for developing a lifelong value for milk and milk products among Californians.

For digital content, visit HealthyEating.org/sample

By The Numbers

7,523,7842013-2014 Total reach

2,565,455

Students educated via school programs, Mobile Dairy Classroom and Ag Days

356 District-wide and

1,726 school-wide program orders*

* Research shows that 50 hours of education are needed to create behavior change— district- and school-wide orders contribute to this.

4,318,857Adults and parents, including 1,437,873 Hispanic adults educated by Dairy Council of California programs and HealthyEating.org

Dairy Council Helps Power Up Breakfast

Dairy’s health halo continues to grow as new research uncovers more about the unique benefits in a range of dairy products.

This new evidence strengthens the position that Dairy Council of California advocates—that milk contains an irreplaceable package of nutrients and is essential to a healthy eating pattern.

The six-month “Better Days Begin With a Balanced Breakfast” campaign used social media, the HealthyEating.org website and print media to reach more children, health professionals and consumers with information on how to make healthy choices at breakfast. The effort encouraged families to boost the nutritional quality of that first meal of the day by including more selections of milk, cheese and yogurt with other food-group foods.

“Since our inception, we’ve been educating children and families about the importance of making healthy choices, including milk and dairy products, through our print programs,” said Sara Floor, Dairy Council of California Communications Manager. “Because people are increasingly looking at food’s role in overall health and wellness, this was a perfect time to extend these messages to an even broader audience.”

The campaign garnered nearly 500 third-party (e.g., health professionals, journalists, influential bloggers) mentions, resulting in a combined print and online reach of up to 180 million.

The 2014 campaign encouraged

people to eat more nutritious

breakfasts with milk as

a centerpiece.

Sports and Farm AdvocatePhoebe Copp, Community Nutrition Adviser,has worked with the Fresno Grizzlies minor league baseball team to encourage dairy consumption in the ballpark and promote chocolate milk as a sports recovery beverage. She has also contributed to dairy-positive health articles for the children’s agricultural magazine Farm Grown, which reaches 115,000 students and 170 schools.

Advocacy At Work

At Dairy Council of California, we reach millions of people through our print programs—but our work extends beyond the numbers. Our passionate team is making a difference day in and day out spreading dairy positive messages in a variety of ways. Meet our team and see examples of Dairy Council of California at work.

Nutrition AmbassadorAshley Rosales, R.D.N., Manager, Policy and Opin-ion Leader Relations, has established mutually beneficial partnerships with key stakeholder organizations like the California Dietetic Association. In gaining this organization’s trust and respect, she was invited to review its state legislator nutrition communications, many of which she has successfully revised with dairy-positive messages.

School Foodservice ChampionShannan Young, R.D.N., S.N.S., Senior Project Manager, has significantly raised Dairy Council of California’s visibility and credibility in the school foodservice arena across California. Her presentations at major school health conferences advocate for improving school meal nutrition and preserving plain and flavored milk as important, healthy selections in school cafeterias.

Chairman Of The Board

The Future Is Bright For Dairy Industry

Randall Dei, Director U.S. Ice Cream/

Industry Relations, Safeway; Board

Chair, Dairy Council of California

During the past two years, Dairy Council of California has become a true 21st century organization delivering dairy-positive nutrition campaigns to many more Californians.

It’s important to let you, our investors, know that expanding our reach—whether with school-children and parents, health professionals and their patients or consumers from all walks of life—comes at no extra cost. Without reducing services, the organization finds novel ways to cut expendi-tures and free up resources to reach new audiences.

This prudent effort is coupled with a team empowered to go beyond what has been traditionally done. The team is encouraged to dig deeper into the education and community environments to build new relationships at a grassroots level. Staff morale and productivity are high. All this is testament to our CEO, Tammy Anderson-Wise, and is resulting in growing recognition and respect as well as an expanded customer base.

Embracing and leveraging technology is a critical strategy. Moving from traditional pen and paper to digital delivery and online

versions of many of our programs is boosting learning effectiveness and attracting new customers. Dairy Council of California is also remarkably skilled at using social media, including Facebook, Twitter and the increasingly important blogosphere; we’re sharing healthy eating messages with hundreds of thousands of people we never reached before. A major expansion of our video-based programming in the future will increase our commitment to electronic education.

Finally, the dairy advocacy program created by Dairy Council of California is an extremely effective tool for addressing challenges big and small.

Dairy Council of California is positioned nicely for the future, and I believe the next decade will be our most exciting and effective period for developing a lifelong value for milk and milk products among Californians.

For digital content, visit HealthyEating.org/sample

By The Numbers

7,523,7842013-2014 Total reach

2,565,455

Students educated via school programs, Mobile Dairy Classroom and Ag Days

356 District-wide and

1,726 school-wide program orders*

* Research shows that 50 hours of education are needed to create behavior change— district- and school-wide orders contribute to this.

4,318,857Adults and parents, including 1,437,873 Hispanic adults educated by Dairy Council of California programs and HealthyEating.org

Dairy Council Helps Power Up Breakfast

Dairy’s health halo continues to grow as new research uncovers more about the unique benefits in a range of dairy products.

This new evidence strengthens the position that Dairy Council of California advocates—that milk contains an irreplaceable package of nutrients and is essential to a healthy eating pattern.

The six-month “Better Days Begin With a Balanced Breakfast” campaign used social media, the HealthyEating.org website and print media to reach more children, health professionals and consumers with information on how to make healthy choices at breakfast. The effort encouraged families to boost the nutritional quality of that first meal of the day by including more selections of milk, cheese and yogurt with other food-group foods.

“Since our inception, we’ve been educating children and families about the importance of making healthy choices, including milk and dairy products, through our print programs,” said Sara Floor, Dairy Council of California Communications Manager. “Because people are increasingly looking at food’s role in overall health and wellness, this was a perfect time to extend these messages to an even broader audience.”

The campaign garnered nearly 500 third-party (e.g., health professionals, journalists, influential bloggers) mentions, resulting in a combined print and online reach of up to 180 million.

The 2014 campaign encouraged

people to eat more nutritious

breakfasts with milk as

a centerpiece.

Sports and Farm AdvocatePhoebe Copp, Community Nutrition Adviser,has worked with the Fresno Grizzlies minor league baseball team to encourage dairy consumption in the ballpark and promote chocolate milk as a sports recovery beverage. She has also contributed to dairy-positive health articles for the children’s agricultural magazine Farm Grown, which reaches 115,000 students and 170 schools.

Advocacy At Work

At Dairy Council of California, we reach millions of people through our print programs—but our work extends beyond the numbers. Our passionate team is making a difference day in and day out spreading dairy positive messages in a variety of ways. Meet our team and see examples of Dairy Council of California at work.

Nutrition AmbassadorAshley Rosales, R.D.N., Manager, Policy and Opin-ion Leader Relations, has established mutually beneficial partnerships with key stakeholder organizations like the California Dietetic Association. In gaining this organization’s trust and respect, she was invited to review its state legislator nutrition communications, many of which she has successfully revised with dairy-positive messages.

School Foodservice ChampionShannan Young, R.D.N., S.N.S., Senior Project Manager, has significantly raised Dairy Council of California’s visibility and credibility in the school foodservice arena across California. Her presentations at major school health conferences advocate for improving school meal nutrition and preserving plain and flavored milk as important, healthy selections in school cafeterias.

Chairman Of The Board

The Future Is Bright For Dairy Industry

Randall Dei, Director U.S. Ice Cream/

Industry Relations, Safeway; Board

Chair, Dairy Council of California

During the past two years, Dairy Council of California has become a true 21st century organization delivering dairy-positive nutrition campaigns to many more Californians.

It’s important to let you, our investors, know that expanding our reach—whether with school-children and parents, health professionals and their patients or consumers from all walks of life—comes at no extra cost. Without reducing services, the organization finds novel ways to cut expendi-tures and free up resources to reach new audiences.

This prudent effort is coupled with a team empowered to go beyond what has been traditionally done. The team is encouraged to dig deeper into the education and community environments to build new relationships at a grassroots level. Staff morale and productivity are high. All this is testament to our CEO, Tammy Anderson-Wise, and is resulting in growing recognition and respect as well as an expanded customer base.

Embracing and leveraging technology is a critical strategy. Moving from traditional pen and paper to digital delivery and online

versions of many of our programs is boosting learning effectiveness and attracting new customers. Dairy Council of California is also remarkably skilled at using social media, including Facebook, Twitter and the increasingly important blogosphere; we’re sharing healthy eating messages with hundreds of thousands of people we never reached before. A major expansion of our video-based programming in the future will increase our commitment to electronic education.

Finally, the dairy advocacy program created by Dairy Council of California is an extremely effective tool for addressing challenges big and small.

Dairy Council of California is positioned nicely for the future, and I believe the next decade will be our most exciting and effective period for developing a lifelong value for milk and milk products among Californians.

For digital content, visit HealthyEating.org/sample

By The Numbers

7,523,7842013-2014 Total reach

2,565,455

Students educated via school programs, Mobile Dairy Classroom and Ag Days

356 District-wide and

1,726 school-wide program orders*

* Research shows that 50 hours of education are needed to create behavior change— district- and school-wide orders contribute to this.

4,318,857Adults and parents, including 1,437,873 Hispanic adults educated by Dairy Council of California programs and HealthyEating.org

A Message From the CEO:

Advocacy Is About PassionAs I closed out my second year as CEO, I found myself reflecting initially

on a few of the challenges dairy faces: Milk’s role as part of the diet is being questioned, and new competition to milk and milk products is mounting. While it may be easy to focus on negative forces, I see our current environment as one that poses not challenges, but opportunities.

There is heightened interest in food, where it comes from, health and wellness and the intersection of all three. Consumers want to know more, and we can use this interest to put our passion to work.

While Dairy Council of California has a long history of educating consumers to make healthy food choices with milk as a cornerstone, we are now doing it in new ways, beyond our behavior-driven print programs, which last year reached more than 7.5 million children, families and adults.

It’s all part of our dairy advocacy strategy, which is about igniting a passion for milk and milk products and engaging with others. It’s listening to different viewpoints, initiating conversations and serving as the community face of dairy farmers and milk processors. Here are a few examples of advocacy at work:

• We’re sharing with thought leaders and health professionals a research foundation for positioning milk as an irreplaceable package of nutrients.

• We’re tapping technology to play a bigger role in our education initiatives to reach more kids, more times and in more ways. Video, for example, will increasingly be part of our programs, and by the end of 2015 we will be developing an application for interactive whiteboards.

• We’re teaching school foodservice directors how to creatively display healthy foods to nudge students to make healthier food choices.

• We’re teaching dairy farmers, handlers and their employees how to engage with friends, colleagues and neighbors in new ways about the value of milk and milk products through our dairy advocacy training. In our first year, more than 200 individuals were trained, and we have plans to expand our corps of dairy advocates next year.

All of our efforts are designed to create fresh conversations about dairy’s position in a healthy diet.

Dairy advocacy reflects a shift in mindset. It’s a tipping point that builds upon the strong foundation and history of Dairy Council of California to make an even bigger impact through new ways of engagement, innovative programs and adoption of technology.

Tammy Anderson-Wise CEO, Dairy Council of California

1418 N. Market Blvd., Suite 500Sacramento, CA 95834HealthyEating.org

RETURN SERVICE REQUESTED

Randall Dei, Chair, Board of Directors

Tammy Anderson-Wise, Chief Executive Officer

BOARD OF DIRECTORS Chuck Ahlem • Herm Benedetti • Webster “Mac” Berry • Laura Burns

Kimberly Clauss Jorritsma • Fred Denier • Gregory “Butch” Dias

Joey Fernandes • Margaret Gambonini • Sarah Goreham-Simon

Darrin Monteiro • Tom Murray • Mike Newell • Frank Otis

Carole Roquemore • Andy Rynsburger • Chris Sawyer • Brad Scott

Richard Shehadey • Dan Souza • Arlene Vander Eyk • Arlan C. Van Leeuwen

2013-2014 Expenditures:

Your Money At Work Dairy Council of California continues to increase its reach and impact,

offering the dairy industry a solid return on investment.

Program Services 88%Administration 9%Research & Industry 2%Board of Directors 1%

Total Expenditures =$6,663,059

Digital Annual Report Offers Video and Exclusive ContentVisit our website to check out video additions and more. Look for these icons throughout the report.

Additional video content

Additional online content

HealthyEating.orgTo receive electronic news, email TammyA@DairyCouncilofCA.org.

2014Annual Report

FPO

A Message From the CEO:

Advocacy Is About PassionAs I closed out my second year as CEO, I found myself reflecting initially

on a few of the challenges dairy faces: Milk’s role as part of the diet is being questioned, and new competition to milk and milk products is mounting. While it may be easy to focus on negative forces, I see our current environment as one that poses not challenges, but opportunities.

There is heightened interest in food, where it comes from, health and wellness and the intersection of all three. Consumers want to know more, and we can use this interest to put our passion to work.

While Dairy Council of California has a long history of educating consumers to make healthy food choices with milk as a cornerstone, we are now doing it in new ways, beyond our behavior-driven print programs, which last year reached more than 7.5 million children, families and adults.

It’s all part of our dairy advocacy strategy, which is about igniting a passion for milk and milk products and engaging with others. It’s listening to different viewpoints, initiating conversations and serving as the community face of dairy farmers and milk processors. Here are a few examples of advocacy at work:

• We’re sharing with thought leaders and health professionals a research foundation for positioning milk as an irreplaceable package of nutrients.

• We’re tapping technology to play a bigger role in our education initiatives to reach more kids, more times and in more ways. Video, for example, will increasingly be part of our programs, and by the end of 2015 we will be developing an application for interactive whiteboards.

• We’re teaching school foodservice directors how to creatively display healthy foods to nudge students to make healthier food choices.

• We’re teaching dairy farmers, handlers and their employees how to engage with friends, colleagues and neighbors in new ways about the value of milk and milk products through our dairy advocacy training. In our first year, more than 200 individuals were trained, and we have plans to expand our corps of dairy advocates next year.

All of our efforts are designed to create fresh conversations about dairy’s position in a healthy diet.

Dairy advocacy reflects a shift in mindset. It’s a tipping point that builds upon the strong foundation and history of Dairy Council of California to make an even bigger impact through new ways of engagement, innovative programs and adoption of technology.

Tammy Anderson-Wise CEO, Dairy Council of California

1418 N. Market Blvd., Suite 500Sacramento, CA 95834HealthyEating.org

RETURN SERVICE REQUESTED

Randall Dei, Chair, Board of Directors

Tammy Anderson-Wise, Chief Executive Officer

BOARD OF DIRECTORS Chuck Ahlem • Herm Benedetti • Webster “Mac” Berry • Laura Burns

Kimberly Clauss Jorritsma • Fred Denier • Gregory “Butch” Dias

Joey Fernandes • Margaret Gambonini • Sarah Goreham-Simon

Darrin Monteiro • Tom Murray • Mike Newell • Frank Otis

Carole Roquemore • Andy Rynsburger • Chris Sawyer • Brad Scott

Richard Shehadey • Dan Souza • Arlene Vander Eyk • Arlan C. Van Leeuwen

2013-2014 Expenditures:

Your Money At Work Dairy Council of California continues to increase its reach and impact,

offering the dairy industry a solid return on investment.

Program Services 88%Administration 9%Research & Industry 2%Board of Directors 1%

Total Expenditures =$6,663,059

Digital Annual Report Offers Video and Exclusive ContentVisit our website to check out video additions and more. Look for these icons throughout the report.

Additional video content

Additional online content

HealthyEating.orgTo receive electronic news, email TammyA@DairyCouncilofCA.org.

2014Annual Report

FPO