The 'eat brighter!' initiative, which aims to change marketing in the fresh produce industry, has gained the backing of over 40 retailers representing more than 19,000 stores across the US and Canada.
Retailers have started to show strong backing for the initiative and the participating suppliers, and are reportedly eager to accept the Sesame Street-branded product into their stores.
A series of updates has been added to the programme and marketing to allow produce industry members to incorporate the Sesame Street character images, royalty-free, into their marketing strategies.
“We're delighted by the response from both the supply- and buy-side of the industry,” says Cathy Burns, president of the Produce Marketing Association (PMA). “We’ve spoken with each and every one of these companies, and they believe in the movement to help kids eat more fruits and vegetables. They are all industry leaders, and recognise that success is defined through the collaboration and support they lend to one another.”
“The goal here is grand, but simple – to change the conversation around fresh produce and inspire kids to think about fruits and veggies in a completely different way,” notes Todd Putman, chief marketing officer of Bolthouse Farms and chair of PMA’s marketing taskforce. “The US is in a serious health crisis – one third of all kids are obese and our industry has the answer. The ‘eat brighter!’ movement is exactly what we need to help the entire industry come together, change that conversation, and ultimately create healthier generations for decades to come.”
