One year after the launch of the eat brighter! movement, an initiative created to change the game of marketing in the fresh produce industry and inspire children and their families to eat more fresh fruits and vegetables, Sesame Workshop, the Partnership for a Healthier America (PHA) and Produce Marketing Association (PMA) have agreed to extend the programme through 2018.
According to those involved, the extension is a result of the programme’s success in the US and Canada, including positive metrics and increased participation across the industry.
PMA’s Research Center has been tracking the programme's early adopters who have been in market for approximately six months. These participants are self-reporting positive sales lifts of 1-2 per cent on eat brighter! branded items.
“The ability to put a character and figure so well-known among shoppers for a minimal fee has allowed us to increase our sales volume and merchandising capabilities with several retail outlets,' one supplier commented. 'Customers participating in the programme are anxious to continue building their collection of eat brighter! items and other customers are anxious to take eat brighter! labeled produce and monitor its ability to increase engagement and sales.”
Since the first impact survey in 2014, an additional 30 companies have since reported that they are supplying product in market. Nearly 60 companies, representing 130-plus commodities, have signed onto the movement with more than 30,000 retail stores accepting eat brighter! branded product.
“We’re all anticipating the impact on sales through the eat brighter!™ movement and early results - a 1 to 2 per cent increase in sales thus far - sends a positive signal that we will continue to track over time,” said Cathy Burns, PMA president.
