Sesame Workshop, PMA Collaborate To Promote Fresh Fruits And Vegetables Consumption In Children

First Lady Michelle Obama, with Sesame Street Muppets Elmo and Rosita, makes a "Let's Move!" announcement about marketing healthier foods to children, in the State Dining Room of the White House. (Official White House Photo by Lawrence Jackson)
First Lady Michelle Obama, with Sesame Street Muppets Elmo and Rosita, makes a “Let’s Move!” announcement about marketing healthier foods to children, in the State Dining Room of the White House. (Official White House Photo by Lawrence Jackson)

During a White House event last week with First Lady Michelle Obama, Sesame Workshop and Produce Marketing Association (PMA) recently announced that they’re forming a collaboration committed to increasing children’s consumption of fresh fruits and vegetables. The collaboration is part of a commitment to the Partnership for a Healthier America (PHA), which works with the private sector and PHA Honorary Chairwoman First Lady Michelle Obama to broker commitments to help end the childhood obesity epidemic. Under the two-year commitment, the agreement allows PMA’s community of suppliers and retailers to take advantage of the strength and influence of the Sesame Street brand and characters like Big Bird, Elmo, Cookie Monster, and Abby Cadabby to help deliver messages about fresh fruits and vegetables. PMA will provide technical assistance and promotions support to its members. Sesame Street characters may be on produce in stores as early as mid-2014.

“One of the key challenges we face is competing for share of mind and share of plate. Other food marketers — companies who have seemingly endless budgets enabling them to position and sell their products, especially to kids — are steep competition.” said Jan DeLyser, vice president of marketing for the California Avocado Commission and immediate past chairman of PMA’s board of directors, De Lyser shared the podium with the First Lady during the White House announcement. “As a parent whose kids grew up with the Sesame Street characters, I’m thrilled to be a part of a program that will give the produce industry additional marketing opportunities for our naturally healthful products. The power of the Sesame Street brand is undeniable, especially given the trust parents have in it.”

“PMA seeks nothing less than to inspire a fresh food revolution,” said Bryan Silbermann, PMA president and CEO. “We’re delighted to be part of this new partnership that brings together the White House and two non-profit organizations (PMA and Sesame Workshop) with one very critical mission — helping kids develop healthier eating habits early in life by choosing fresh fruits and veggies. These are goals for both organizations: for Sesame Workshop, utilizing its engaging characters to help families make healthier choices; for PMA, focusing more resources directly on our newly unveiled strategic plan with its emphasis on driving produce consumption.”

“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,” said First Lady Michelle Obama. “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.”

Silbermann added: “PMA is a global produce community with some of the best marketing minds that are so incredibly passionate about what they do. Working with Sesame Workshop, we are going to build a new paradigm of produce consumption targeting young children. A small task force of members will work with PMA staff and Sesame over the next few months to develop the licensing agreement and a toolkit for industry guidance. Picture this as a lesson from a Sesame Street episode: B + C = D — We’re combining the power of the Sesame Brand with the strength of the PMA Community to make a world of Difference.”

During her comments, DeLyser also recognized the efforts of Dunn for his key role as a connector of leaders and influencers who are passionate about fresh fruits and vegetables and building healthy consumers. “Without this great group of people, this idea wouldn’t have come this far. It’s our hope that the power of the Sesame Street brand, combined with the power of savvy marketers in the fresh produce industry, will change the image of fresh fruits and vegetables from a “sometimes” food to an “anytime” food — enjoyed by kids and their parents with every tasty bite,” said DeLyser.

Source: Produce Marketing Association news release

Topics:

Leave a Reply

Citrus Stories
CitrusBiocontrols 2015: Exhibition Sneak Preview
February 25, 2015
We take a look inside the exhibit hall at the Biocontrols 2015 Conference & Tradeshow. Read More
CitrusNew App Helps Identify Insects, Diseases, And Nutrient Deficiencies
February 24, 2015
Spensa Technologies launches app that helps growers take control of pests and improve soil nutrients. Read More
CitrusPacked Political Agenda On Tap For Florida Farmers
February 23, 2015
The Florida Fruit & Vegetable Association’s board of directors are working on a number of key issues that will be front-burner throughout 2015. Read More
CitrusWest Coast Governors Call For End To Port Labor Impasse
February 19, 2015
U.S. Secretary of Labor Thomas Perez helps mediate discussions between dockworkers and port operators. Read More
CitrusCompanion Biological Fungicide Now OMRI Listed
February 19, 2015
The biological fungicide from Growth Products is now registered for use in organic production. Read More
Varieties & RootstocksExperimental Florida Mandarins Measure Up
February 19, 2015
Variety display day results show Florida citrus research and development is on the right track. Read More
Insect & Disease UpdateScientists Cue Up 3D Printing In Quest To Quash Citrus Greening
February 18, 2015
Multidimensional technology used to build “SmartTrap” for vector of the disease. Read More
The Latest
Citrus18 Must-Have Apps For GenNext Growers
March 1, 2015
We asked about your favorite mobile applications, and here's what you had to say. Read More
FNV logo
CitrusPMA Announces Funding For Major Produce Marketing Progr…
February 26, 2015
The produce industry is getting into brand marketing in a big way. The Produce Marketing Association (PMA) has announced the launch of a new promotional campaign - FNV - designed to take a page from the marketing strategies of big-money consumer brands like Nike and Apple. Read More
CitrusFDA, Federal Partners Develop New Method For Attributin…
February 25, 2015
Data was analyzed from nearly 1,000 outbreaks to assess which categories of foods were most responsible for making people sick. Read More
CitrusBiocontrols 2015: Exhibition Sneak Preview
February 25, 2015
We take a look inside the exhibit hall at the Biocontrols 2015 Conference & Tradeshow. Read More
CitrusNew App Helps Identify Insects, Diseases, And Nutrient …
February 24, 2015
Spensa Technologies launches app that helps growers take control of pests and improve soil nutrients. Read More
CitrusPacked Political Agenda On Tap For Florida Farmers
February 23, 2015
The Florida Fruit & Vegetable Association’s board of directors are working on a number of key issues that will be front-burner throughout 2015. Read More
CitrusWest Coast Governors Call For End To Port Labor Impasse
February 19, 2015
U.S. Secretary of Labor Thomas Perez helps mediate discussions between dockworkers and port operators. Read More
CitrusCompanion Biological Fungicide Now OMRI Listed
February 19, 2015
The biological fungicide from Growth Products is now registered for use in organic production. Read More
CitrusNew Desalination Technology May Be The Answer To Califo…
February 18, 2015
Researchers plan to address concerns with a process that will examine ways to turn seawater into drinkable water. Read More
David Holden
CitrusBiopesticides, Biostimulants Show Results In Fruits And…
February 18, 2015
From biostimulants in celery and avocado to biopesticides in citrus and strawberries, consultant David Holden conducts in-the-field research that attests to the effectiveness of biocontrols. Read More
CitrusMegadrought In The West Predicted By End Of The Century
February 18, 2015
Lowering greenhouse gases will reduce risk, scientists say. Read More
CitrusIRS Change Could Pay Off In More Citrus Plantings
February 17, 2015
Florida Citrus Mutual is pushing a proposal forward that will allow growers to directly write off putting new trees in the ground. Read More
CitrusFlorida Citrus Poised For A Comeback
February 12, 2015
About halfway through the 2014-2015 season, and the crop could go either way. Read More
CitrusTier 4 Regulations Pique Propane Interest
February 12, 2015
New rules are extending to non-road applications like irrigation engines. Read More
CitrusSearch Is On For The Next Miss Florida Citrus
February 11, 2015
Pre-Miss America pageant makes its return offering contestants a chance to represent the industry and further their education. Read More
CitrusIs The ‘Agripocalypse’ Nearing? [Opinion]
February 10, 2015
Recent report indicates time is not on agriculture's side. Action is needed now to keep future growers engaged. Read More
CitrusFlorida Citrus Crop Holding On
February 10, 2015
Updated USDA forecast shows no change in orange and grapefruit yield. Read More
CitrusAgriculture Among Top Paying College Degrees Of 2015
February 9, 2015
Report reveals good news for graduates looking to make some green in farming. Read More