<p>During a White House event, First Lady Michelle Obama, Sesame Workshop, and Produce Marketing Association announced that they’re forming a unique and powerful collaboration committed to increasing children’s consumption of fresh fruits and vegetables. The agreement 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, according to a press release. PMA will provide technical assistance and promotions support to its members, while Sesame Street characters may appear on produce in stores as early as mid-2014.<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding"> First Lady Michelle Obama says that this new collaboration is all about showing kids that healthy food can be fun and that fruits and vegetables don’t just make us feel good, they taste good too. “Just imagine what will happen when we take our kids to the grocery store, and they see Elmo and Rosita and the other Sesame Street Muppets they love up and down the produce aisle. Imagine what it will be like to have our kids begging us to buy them fruits and vegetables instead of cookies, candy, and chips.”<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding"> Jan DeLyser, vice president of marketing for the California Avocado Commission and immediate past chairman of PMA’s board of directors, shared the podium with the First Lady during the announcement. “As a parent whose kids grew up with the Sesame Street characters, I’m thrilled to be a part of a program that will give the produce industry additional marketing opportunities for our naturally healthful products.”<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding"> Bryan Silbermann, PMA President and CEO, commented, “Working with Sesame Workshop, we are going to build a new paradigm of produce consumption targeting young children. A small task force of members will work with PMA staff and Sesame over the next few months to develop the licensing agreement and a toolkit for industry guidance.”<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding"> H. Melvin Ming, President and CEO of Sesame Workshop, said that he is proud to work with PMA and Partnership for a Healthier America to continue this important work. “Sesame Workshop has long been committed to the health and well-being of children through our longstanding Healthy Habits for Life initiative—since 2004, we have been integrating messages about healthy food choices and exercise into Sesame Street, the television program, in our community outreach, and on our other off-air activities.”<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding"> During her comments, DeLyser added, “Without this great group of people, this idea wouldn’t have come this far. 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.”<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding"> What an amazing partnership! Thanks to all for your contributions to this amazing cause!</p><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding"><p><a class="btn btn-sm btn-primary col-lg-12" style="white-space: normal;" href=" http://www.pma.com" target="_new"> Produce Marketing Association </a></p><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding"><p><a class="btn btn-sm btn-primary col-lg-12" style="white-space: normal;" href=" http://www.sesameworkshop.org" target="_new"> Sesame Workshop </a></p><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding">
