Q2 5% Sales Increase Reported by Long-term eat brighter!™ Participants
Newark, Del. — Quarterly research surveys administered by Produce Marketing Association’s (PMA) Research Center show positive results for eat brighter! sales in Q2, including a 3 percent average increase in sales year-over-year as reported by participants. Some participants reported increases as high as 11 percent. eat brighter!, the initiative that grants produce industry members access to Sesame Street character images royalty free in their go-to-market strategies, has been extended through 2018 largely due to the success created by the 110 participants.
Since the launch of the program, the PMA Research Center has conducted 3 quarterly surveys; a compilation of results include the following additional insights:
- Of the suppliers in market, 75% have reported an increase in year-over-year sales.
- Of the suppliers who have been in market for three quarters, the average increase is 5.3 percent.
First Lady Michelle Obama commented on the data, “With produce sales rising three percent on average for participating companies -- and with some reporting increases as high as 11 percent -- it's very clear that the eat brighter! campaign is working brilliantly. I am so thrilled to see Sesame Street and produce suppliers and retailers coming together to get our kids excited about healthy eating, and I look forward to seeing more companies come on board to grow the momentum. Thanks, Elmo and Big Bird!”
PMA President Cathy Burns commented in a letter to members, “This is an encouraging sign, and we’re thrilled that participants are able to take the eat brighter! assets, available through an unprecedented program agreement with Sesame Workshop, and turn it into results like these. Now that the program has been extended through 2018, we look forward to seeing positive growth in this trend as more kids and families experience eat brighter! in stores.”
The movement’s success also led to the expansion of the program in Mexico, allowing produce marketers, retailers, school foodservice and promotional organizations who sell product there to participate. The announcement was made at the PMA Fresh Connections: Mexico Conference and Expo in May.
In regards to the program overall, Chris Veillon, Director of Marketing for NatureFresh™ Farms said, “The eat
brighter! program has been a great promotional vehicle for us since signing on in early 2015. We saw an opportunity to broaden our reach with branded packaging that would have an immediate impact at store level. We have watched customers with kids gravitate to the Sesame Street packaging and put back non-branded packaging they had in their carts. The kids are definitely the decision makers!”
Several eat brighter!™ champions, including First Lady Michelle Obama, Sesame Street’s Big Bird and NBC Parks and Recreation comedian and FunnyOrDie.com regular Billy Eichner of Billy on the Street, were recognized with an Emmy nomination for their work on the eat brighter! comedic video
launched in February. From the time the Emmy nomination was announced, the video garnered tens of thousands of additional views.
“Healthier options are now trending in the United States,” said Lawrence A. Soler, PHA CEO. “PHA partners like PMA and Sesame Workshop are leading the way by making fruits and vegetables more fun for kids, and increasing consumer demand for these healthier options.”
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