Transforming the Marketplace

Produce Marketing Association

2017 Progress Report

Year Committed: 2013
Length of Commitment:

Collaborate over the next two years to help promote fresh fruits and vegetable consumption to kids. Sesame Workshop committed to waive its licensing fees and allow PMA’s community of growers, suppliers and retailers to use Sesame Street Characters to deliver positive messages about fresh fruits and vegetables royalty free.

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Verified Results

    • Commitment Element

      PMA will review all requests by eligible suppliers and retailers (PMA members and non-members) for Sesame Workshop Assets for use in the promotion of fresh fruits and vegetables and permit use only on eligible products.
    • Progress To Date

      Between May 2013 and February 2017, 54 suppliers or retailers with sublicensee agreements were approved to use Sesame Workshop assets to promote 44 varieties of fresh fruits and vegetables using 10 Sesame Street characters.

    • Implementation Date

      December 2019
    • Reporting Date

      January 2018
    • Commitment Element

      PMA will Share with PHA the results over a two-year period from the Performance Start Date, with metrics including number of products given Sesame Workshop Assets through the program, number of companies participating (including eligible suppliers and retailers) and estimated sales impact.
    • Progress To Date

      Between March 2014 and February 2017, 95 suppliers or retailers submitted an application to use Sesame Workshop assets to promote 157 unique varieties of fresh fruits and vegetables. As of March 2018, a total of 59 suppliers had licensing agreements and 68 unique retailers representing over 250,000 stores were carrying "eat brighter!" branded produce. Between 2014 and 2016, 589 pieces of artwork were produced by sublicensees to market fresh produce using Sesame Street characters. In surveys conducted in 2015 and 2016, participants reported a 3-5% increase in sales after implementing eat brighter! branded produce.

    • Implementation Date

      December 2019
    • Reporting Date

      January 2018

Partner Statement

“The eat brighter!™ initiative drives fresh produce consumption in our youngest consumers: kids 2-5. It is a partnership among Sesame Workshop, the Partnership for a Healthier America, and the Produce Marketing Association currently includes 123 companies (54 suppliers/commodity boards and 69 retailers), encompassing more than 100 licensed produce commodities grown throughout the world and marketed across the U.S., Canada, and Mexico, reaching consumers and kids throughout North America.

"Citrus and grape supplier Classic Harvest notes: ‘We love using the eat brighter! packaging. It gives our retailers a major internationally recognized brand for their produce departments. Classic Harvest ships eat brighter! all over the US, Canada and Mexico; Elmo, Cookie and Grover are well-known to children and to most moms as wholesome goodness.’

"Atlanta retailer Wayfield Foods said: 'We believe that eating healthy is important. By using eat brighter!™ we are encouraging customers of all ages to make healthier food choices.’

Tropical and exotic fruit supplier Freshway Produce explained: 'We believe healthy eating is important. By supporting eat brighter!™ we envision for parents and kids to try new flavors like tropical roots and exotic fruits (e.g., malagas and dragon fruits).’

"Due to the success of the program, eat brighter! program is scheduled to run through 2021.”