PMA Extends Kid-Centric Eat Brighter Initiative Through 2021

The Produce Marketing Association, Partnership for a Healthier America and Sesame Workshop have extended the Eat Brighter initiative—which leverages the influence of the Sesame Street brand and characters to increase fresh produce consumption—for three more years.

Launched in 2013, Eat Brighter features characters such as Big Bird, Elmo and Abby Cadabby on produce packaging and store signage to inspire children and families to choose fresh fruits and vegetables.

The initiative—which has gained national publicity through outreach from the partner-trio—has become “a key component of PMA’s demand creation activities to grow a healthier world,” Cathy Burns, CEO of Newark, Del.-based PMA, said in a statement. “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.”

A wide variety of PMA members have signed on to support Eat Brighter since its inception. Retailers in the U.S., Canada and Mexico can participate, as well as suppliers and promotional organizations worldwide that supply those retailers. Ahold, BJ’s Wholesale Club, C&S Wholesale Grocers, The Kroger Co., Neiman’s Family Markets, Shoprite and Walmart are among the leading U.S. retailers and wholesalers that have supported Eat Brighter.

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“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, VP of North America Licensing for Sesame Workshop, in the release.

Participants of the initiative use images of popular Sesame Street characters to appeal primarily to kids ages 2-5 and their families to drive produce consumption. Results have been encouraging among participating suppliers, which report sales increases, while retailers and promotion boards report that the Eat Brighter materials instill excitement in the produce department.

"We have proven again that making nutritious foods affordable and available is what American families want,” said Nancy E. Roman, president and CEO of Partnership for a Healthier America. “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.”

The initiative offers turnkey graphics and marketing materials to make it easy for fresh produce companies to join and help kids and families Eat Brighter.