PMA's eat brighter!™ Initiative Has Been Extended through 2021
NEWARK, DE – For decades, Sesame Street’s tunes have sung their way into our hearts, and now some of the characters are bringing health-focused initiatives into our lives. As part of the eat brighter™ initiative, our old friends, like Elmo, Big Bird, and Abby Cadabby, are showcased on produce packaging and store signage to encourage the consumption of fruits and vegetables. A collaboration between the Produce Marketing Association (PMA), Partnership for a Healthier America (PHA), and Sesame Workshop, which is the nonprofit educational organization working in conjunction with Sesame Street, the eat brighter! initiative hopes to positively influence children and families’ eating habits.
“We are pleased to continue our partnership with Sesame Workshop and the PHA to extend the eat brighter! movement, which is a key component of PMA’s demand creation activities to grow a healthier world,” said PMA CEO Cathy Burns in a recent press release. “Our members have welcomed this opportunity to serve their customers and consumers in general with delicious, healthful produce as they build produce consumers for life.”
Since its launch, PMA members have jumped on the opportunity to join the eat brighter! initiative, with suppliers, worldwide promotional organizations, and retailers throughout the U.S., Canada, and Mexico joining the fun. All of the publicity surrounding the initiative has come about from the three partners’ tireless outreach and support.
“We are excited to extend eat brighter! through 2021 and to continue working with the produce industry to encourage healthy habits for kids and their families,” said Gabriela Arenas, Vice President of North America Licensing for Sesame Workshop.
The appeal in the initiative is its Sesame Street charm, with images adorning products to invite younger audiences and their families to eat produce. The affordable strategy has reportedly increased sales for suppliers and amplified excitement for retailers and promotion boards in the produce departments.
"We have proven again that making nutritious foods affordable and available is what American families want. We applaud the retailers and distributors participating in the eat brighter! campaign—and your savviness is paying dividends for your bottom line and for children's health," said Nancy E. Roman, President and CEO, Partnership for a Healthier America.
Turnkey graphics and marketing materials are available through the eat brighter! initiative, as the three organizations work to make fresh produce more enjoyable for everyone, and to make fresh produce companies more successful.
