Mars Super Markets and East Coast Fresh Cuts showcase Sesame Street campaign at Baltimore store
Mars Super Markets and East Coast Fresh Cuts showcase Sesame Street campaign at Baltimore store
BALTIMORE — Maryland-based East Coast Fresh Cuts and Mars Super Markets, the first supplier-retailer team to jump on board the "eat brighter" campaign, showcased fresh produce branded with Sesame Street characters Sept. 24 at a Baltimore store alongside students from a nearby elementary school.
The 'eat brighter!' movement offers royalty-free access to Sesame Street characters and was forged by Produce Marketing Association, Sesame Workshop and the Partnership for a Healthier America.
The program, launched last October, began taking off after a marketing toolkit was released in March and companies starting using the Sesame Street characters in media placements, in-store signage and packaging, explained PMA President Cathy Burns.
Some 29 suppliers are participating and selling fruits and vegetables with characters designed to reach young children in 19,000 stores.
East Coast Fresh Cuts, based in Savage, MD, services 2,500 stores and was one of the first companies to sign on and start working with PMA, said Ross Foca, president of the company.
"It's a natural fit since we're all about delivering natural products to young children," Foca said at the Sept. 24 event.
It only took a few months to officially launch the new signage, and now products are in more than 2,000 stores, said Jessica Amodeo, marketing representative for East Coast Fresh Cuts.
The family-owned Mars Super Market chain also was the first retailer to adopt the "eat brighter" campaign and to host the first supplier-retailer event to showcase the Sesame Street produce promotion.
"Kids and mothers were loving [the displays] when we were setting up," Peter D'Anna, Mars Super Market's produce director, said at the event. "It's something that children recognize the characters," and that helps parents purchase fresh produce.