Sesame Workshop / PMA
2019 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 125 companies (56 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.
In 2019, participants took advantage of the 50th anniversary of Sesame Street to further create excitement and drive demand. They used 50th anniversary packaging artwork and communications to attract children and their families to nutritious, delicious fresh produce. Cookie Monster and Count von Count made special appearances at the PMA Convention and Exposition in October.
The eat brighter! program is currently scheduled to run through 2021.