PMA and Sesame Workshop on Monday announced a new initiative to give retailers free marketing tools to encourage children and their families to eat more fresh produce.


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Called Eat Brighter!, the initiative uses Sesame Street characters in a marketing program geared to children ages 2 to 5, said a PMA press release. Retailers and suppliers of fresh produce can obtain the free toolkit that includes several thematic promotions, customizable options and royalty-free use of Sesame Street characters for marketing purposes.

PMA said it expects its first in-store applications to be in the fall with a Back to School theme.

“Our goal is to spark a unified movement – helping our industry rise above the advertising noise with a strong voice, and one clear message, while boosting sales and instilling good values to build customer loyalty,” said PMA president Cathy Burns.

The Eat Brighter! toolkit targets the U.S market and can be adapted for any size retailer, said PMA. It outlines several thematic promotions, offering turnkey programs that can be quickly implemented by retailers and customizable options that allow for the creation of custom artwork.

“Today we are thrilled to join the PMA in this new initiative,” said H. Melvin Ming, president and CEO, Sesame Workshop. “We know the power and appeal our Sesame Street Muppets have to encourage children and their families to eat more fresh fruits and vegetables. These healthier choices will lead to a brighter future for our children.”

Complete program details are available at www.pma.com/EatBrighter.

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