Produce Marketing Association
2017 Progress Report
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.
“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.”