has turned the big 5-0 this year, and PMA is throwing a birthday bash with Sesame Street Cookie Monster at Fresh Summit.The party is scheduled for Saturday, Oct. 19, at 1 p.m. in the PMA Center (booth #2736). Fresh Summit attendees are invited to join us, but no gifts please (including cookies)!
Sesame Street’s cake will be made by none other than Duff Goldman and crew from Charm City Cakes. In addition, several Fresh Summit exhibitors who have joined the eat brighter!™ movement and are boosting their produce marketing power using royalty-free Sesame Street character images will have some sample branded products, packaging and/or marketing collateral on view at the PMA Center and in their respective booths.
eat brighter!™ is an initiative to drive fresh fruit and vegetable consumption in children 2-5 and their families. The program, a collaboration among the Partnership for a Healthier America, Sesame Workshop and Produce Marketing Association, was extended for three more years in 2018 and is now running to the end of 2021.
Licensed and branded produce commodities include fresh whole and cut fruits and fresh-cut and whole fresh vegetables that are grown throughout the world and marketed across the United States, Canada and Mexico, reaching consumers throughout North America.
A total of 25 Fresh Summit exhibitors this year are eat brighter!™ sublicensees. I Love Produce (booth #2870), USA Pears (booth #2849), Mucci Farms (booth #837), Valley Fruit & Produce (booth #4684) and Limoneira Company (booth #1837) are among those who plan to have eat brighter!™ branded products or collateral at their booths.
On Saturday, Oct. 19, Cookie Monster will make appearances at the PMA Center from noon to 12:30 p.m., 1 p.m.-1:30 p.m. for the Sesame Street 50th birthday bash, and 2 p.m.-2:30 p.m. on Saturday, Oct. 19. Count von Count is scheduled to make an appearance at the I Love Produce Fresh Summit booth (#2870) between 11:30 a.m. and noon and 1:30- 2 p.m. Oct. 18-19. at Fresh Summit! Count will be at I Love Produce Outside Booth (#GP 001) from 12:30-1 p.m., 2:30-3 p.m., and 3:30-4 p.m. We’re counting the days! (See what we did there?)
To date, 54 suppliers and promotional organizations are licensed to use eat brighter!™ marketing materials. Currently, 17 retailers, which includes about 1,000 stores, have licenses to use Sesame character images in store for promotions. An additional 51 have indicated interest in potentially carrying eat brighter!™ branded products. A supermarket does not need to hold an eat brighter!™ license to buy and stock branded products from suppliers.
Produce suppliers who wish to cobrand products or do promotional campaigns, as well as supermarket and convenience store retailers who wish to leverage eat brighter! ™ signage in store and in their various marketing channels, can sign up on PMA’s website to be a sublicensee. In-store signage and product packaging can be customized by licensees to differentiate themselves. They just need to work with PMA’s designated agency for review and approvals.
Visit PMA’s website for more information about eat brighter!™ and why it’s an easy, inexpensive way to enhance in-store and on-package promotions designed to encourage young children ages 2-5 and their parents to choose healthy foods, building sales for suppliers and retailers alike. Still have questions about the program? Contact Kathy Means, PMA vice president of demand creation, at email@example.com.
Below are three videos released in 2018 that highlight examples of a retailer participating in eat brighter™
(h ttps://www.youtube.com/watch?v=s2Qqgi6cdxU), on communities ( https://www.youtube.com/watch?v=J0u-bGoJmPA) and on “healthy retail” ( https://www.youtube.com/watch?v=pyw72R8bHec).