PMA and Sesame Workshop Launch Fruit and Veggie Promotions for Children
On October 30, 2013, First Lady Michelle Obama and Sesame Street’s Elmo and Rosita held a press event in the Executive Dining Room of the White House to announce that the Produce Marketing Association (PMA) and Sesame Workshop had joined the Partnership for a Healthier America (PHA) to help promote fresh fruits and vegetables to American children. The agreement, which allows growers, suppliers and retailers to utilize Sesame Street branding without a licensing fee, is part of the First Lady’s Let’s Move! Initiative aimed at improving the health of children in this country.
Jan DeLyser, CAC’s Vice President of Marketing and Immediate Past Chair of the PMA, was joined at the event by Executive Director of Let’s Move! Sam Kass; Lawrence A. Soler, CEO of the PHA; Melvin Ming, president and CEO of Sesame Workshop; representatives from leading U.S. health organizations; and a media contingent. Following the press conference, the First Lady and her guests joined students from three area schools to take part in the White House Kitchen Garden Fall Harvest.
Since the announcement, PMA’s Sesame Street Task Force has been developing the licensing agreement that will provide a tool kit and metrics that measure the success of the program for companies interested in participating. Once launched, the program will run for two years. By summer, the Task Force expects to have Sesame Street characters on fresh produce packaging and signage.
“Without this great group of people, this idea wouldn’t have come this far,” added DeLyser. “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.”