Characters from Sesame Street, the world-famous children's television programme watched by millions of children every day in more than 150 countries, could be used to promote fresh fruit and vegetables from as early as mid-2014 after the signing of a landmark marketing deal in the US.
First Lady Michelle Obama announced that Sesame Workshop, the non-profit educational group behind Sesame Street, and the Produce Marketing Association (PMA) had joined the Partnership for a Healthier America (PHA) in a two-year agreement to help promote fresh fruit and vegetable consumption to children.
The deal allows PMA's member growers, suppliers and retailers to make use of the Sesame Street brand without having to pay a licensing fee, leaving them free to feature household names such as Big Bird, Elmo, Bert, Ernie, Abby Cadabby and Oscar the Grouch – although presumably not Cookie Monster – on fresh produce.
'Just imagine what will happen when we take our kids to the grocery store, and they see Elmo and Rosita and the other Sesame Street Muppets they love up and down the produce aisle,' Obama told reporters.
'Imagine what it will be like to have our kids begging us to buy them fruits and vegetables instead of cookies, candy and chips. That’s what this new collaboration between Sesame Workshop and the Produce Marketing Association is all about – showing our kids that healthy food can be fun and that fruits and vegetables don’t just make us feel good, they taste good too.'
The First Lady pointed to a recent study published in the Archives of Pediatrics and Adolescent Medicine and based on research carried out at Cornell University, in which almost twice as many children reportedly chose apples over cookies when the fruit carried an Elmo sticker as did before the stickers were applied.
Although doubts remain over the accuracy and scope of that particular research project, the PMA's decision to sign such a major deal with Sesame Street implies there is some potential commercial and social mileage to be gained from applying the brand to fresh fruit and vegetables.
Positive step
Representatives of the PMA were understood to be delighted with what many will see as a breakthrough agreement.
'One of the key challenges we face is competing for share of mind and share of plate,' explained Jan DeLyser, vice-president of marketing for the California Avocado Commission and immediate past chairman of PMA's board of directors.
'Other food marketers – companies who have seemingly endless budgets enabling them to position and sell their products, especially to kids – are steep competition.
'As a parent whose kids grew up with the Sesame Street characters, I'm thrilled to be a part of a programme that will give the produce industry additional marketing opportunities for our naturally healthful products.'
She added: 'The power of the Sesame Street brand is undeniable, especially given the trust parents have in it.'
Lawrence Soler, chief executive of the PHA, welcomed the news. 'It's no secret that many parents have a hard time getting kids excited about eating their fruits and vegetables,' he said.
'Today's commitment helps all of us promote increased fruit and vegetable consumption, and gives parents and families a powerful, positive tool to help kids get excited about eating healthier foods.'
Open Sesame
With the First Lady as its honorary chairperson, the PHA works to broker private sector commitments aimed at ending the childhood obesity epidemic in the US.
As part of its own undertaking, Sesame Workshop will work with PMA to enable growers, suppliers and retailers to harness the strength and influence of the Sesame Street brand and characters to encourage young children and their families to eat more fresh fruit and vegetables.
Under the terms of the deal, PMA and its members will be allowed to use Sesame Street Muppet characters and elements of Sesame Workshop's Healthy Habits for Life initiative for an initial two years.
PMA will provide and control access to Sesame Workshop assets, as well as creating a produce promotion toolkit and style guide regulating their use.
'Since 2004, we have been integrating messages about healthy food choices and exercise into Sesame Street, the television program, in our community outreach and on our other off-air activities,' commented Melvin Ming, president and chief executive of Sesame Workshop.
'We are proud to work with the Produce Marketing Association and Partnership for a Healthier America to continue this important work.'
