The California Milk Advisory Board (CMAB) announced the launch of an October consumer promotion focused on "Real California Butter" as the foundation of the fall baking season. Featuring recipes such as Apple Brown Butter Crumble with Caramel Sauce and Poached Pears in Puff Pastry with Honey Whipped Cream, the month-long promotion will focus on creating delectable treats with classic fall flavors, including pumpkin, cinnamon, apple, caramel, maple and more, all while highlighting California butter as a star baking ingredient.

The promotion will be supported with in-store media that will be displayed at 475 California stores, including Raley’s, Mollie Stone’s Markets, Lucky Supermarkets, FoodMaxx and Save Mart. Integrated digital media will include geotargeted email communication, recipe and related site banner ads, sponsored social media posts and food influencer partnerships, the Tracy, Calif.-based CMAB said.

“Butter is a crucial ingredient in pies, crumbles, breads and so many of the baked goods we enjoy during the cooler months,” said Katelyn Harmon, director of business development, U.S. retail for the CMAB. “We are encouraging families to use high-quality, sustainably produced real California butter in their favorite baking recipes.”

Thanks to milk from California’s dairy farm families, California leads the nation in butter production. As the nation’s leading milk producer, the state also is responsible for producing more ice cream and nonfat dry milk than any other state, the CMAB said. California is the second-largest producer of cheese and yogurt.