Transforming the Marketplace

Produce Marketing Association

2018 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 July 2018, 57 suppliers or retailers with sublicensee agreements were approved to use Sesame Workshop assets to promote 47 varieties of fresh fruits and vegetables using 10 Sesame Street characters.

    • Implementation Date

      December 2019
    • Reporting Date

      January 2019
    • 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 2019, 99 suppliers or retailers submitted an application to use Sesame Workshop assets to promote 157 unique varieties of fresh fruits and vegetables. As of February 2019, a total of 61 suppliers had licensing agreements and 68 unique retailers had stores carrying "eat brighter!" branded produce.

    • Implementation Date

      December 2019
    • Reporting Date

      January 2019

Partner Statement

“eat brighter!™, an initiative to drive fresh fruit and vegetable consumption in children 2-5 and their families, had a great year in 2018. The program, a collaboration among the Partnership for a Healthier America, Sesame Workshop and Produce Marketing Association, was extended for three more years, now running to the end of 2021.

"There are 85 fresh-cut or fresh fruits and 70 fresh-cut or fresh vegetables represented in the program for a total of 155 licensed produce commodities grown throughout the world and marketed throughout North America.

"We are excited to begin new collaborations in 2019 with organizations that can help expand the scale and impact of eat brighter!, meeting consumers where they are and paying special attention to the underserved.

Participants are excited: ‘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.’ Citrus and grape supplier Classic Harvest

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

For more, see www.pma.com/eatbrighter