In October 2013, during a White House event with first lady Michelle Obama, Sesame Workshop and Produce Marketing Association (PMA) announced the formation of a unique and powerful 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 Chair First Lady Michelle Obama to broker commitments to help end the childhood obesity epidemic.
The movement 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.
Nearly one in three children in America is overweight or obese. And childhood obesity is now the number one health concern among parents in the United States, topping drug abuse and smoking. At the same time, fresh produce consumption remains far below recommendations. As industry members we have the power to change the future for an entire generation—and we need to make that change right now.
Imagine what it will be like to have our kids begging us to buy them fruits and vegetables instead of cookies, candy and chips. It can be done!
first lady Michelle Obama