Industry Commitments

Sesame Workshop / PMA

2019 Progress Report

Year Committed: 2013

Length of Commitment: 3 years

Select a Progress Report:

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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.

Verified Results

Implementation Date
December 2019
Reporting Date
January 2020

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 March 2014 and December 2019, 100 suppliers or retailers submitted an application to use Sesame Workshop Assets to promote fruits and vegetables. Of these, 67 suppliers or retailers were approved to use Sesame Workshop Assets to promote 85 varieties of fresh fruits and 72 varieties of fresh vegetables using Sesame Street characters.
Implementation Date
December 2019
Reporting Date
January 2020

Commitment Element
PMA will share with PHA the results 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

As of December 2019, 68 retailers had carried "eat brighter" branded produce at their stores.

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 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.