Retailers respond to ‘eat brighter!’ with resounding support
Initiative offerings continue to expand
Newark, Del. — With more than 40 retailers representing more than 25,000 stores across the U.S. and Canada supporting the ‘eat brighter!’ movement, the initiative that intends to change the game of marketing in the fresh produce industry is growing both in support and offerings. Retailers have started to show strong backing for the initiative and the participating suppliers, and are eager to accept the Sesame Street-branded product into their stores. A series of updates has been added to the program 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 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 recognize that success is defined through the collaboration and support they lend to one another.”
New updates include:
• Canada joins the U.S. as an approved region
• PLU and co-branding guidelines for packaging labels have been added
• thematic campaigns have been added to the marketing toolkit, including Autumn, Winter/Holiday and Spring/Grow
• school foodservice and commodity boards are now approved for participation
• Spanish and French translations are now available
Companies among the earliest adopters are introducing ‘eat brighter!’ into nearly 50 product lines for retail outlets in the U.S. and Canada. For a full list of suppliers and retailers participating in the movement, visit www.pma.com/eatbrighter.
“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,” says Todd Putman, chief marketing officer of Bolthouse Farms and chair of PMA’s marketing taskforce. “The U.S. 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.”
Editor’s note: Please contact Meg Miller, Director of Public Relations for PMA, for product images, interviews with participating companies, and video testimonials.
About Produce Marketing Association (PMA)
Produce Marketing Association is the leading trade association representing companies from every segment of the global produce and floral supply chain. PMA helps members grow by providing connections that expand business opportunities and increase sales and consumption. For more information, visit www.pma.com.