Look Into the California Milk Advisory Board
The California Milk Advisory Board (CMAB), an instrumentality of the California Department of Food and Agriculture, is funded by the state's 1,600+ dairy families. With headquarters in South San Francisco and Modesto, the CMAB is one of the largest commodity boards in the United States. The CMAB executes advertising, public relations, research, and retail and food service promotional programs on behalf of California dairy products, including Real California Milk and Real California Cheese.
The CMAB was formed in 1969 to promote California dairy products in an ever-growing and competitive marketplace. It operates on the principle that a healthy dairy industry is just as important to consumers as it is to milk producers, and that the ready availability of California dairy products contributes to the good health and well-being of the state's population.
The CMAB helps promote increased consumption of dairy products through effective use of:
- Promotion: The CMAB aggressively promotes dairy products with generic advertising, utilizing print, radio, television, digital and outdoor media, in-store promotions and publicity. The Board believes that these techniques have contributed to increased visibility and sales of dairy products.
- Education: The CMAB develops pamphlets, brochures, recipes and other educational materials to inform the public about California's milk industry and the importance of milk and other dairy products in their diets.
- Research: The CMAB conducts ongoing research to improve food safety and cow herd health care and productivity.
How We’re Funded
The CMAB is funded by dairy families through a special assessment based on milk production. Its programs and administration are supervised by the California Department of Food and Agriculture.
The CMAB's activities are governed by a board of directors comprised of 24 dairy farmers. Dairy farmers are nominated by their home districts (10 throughout the state) and are confirmed by the State Secretary of Food and Agriculture.