General Produce joins 'eat brighter!'
General Produce joins 'eat brighter!'
General Produce, a family-owned-and-operated produce distributor, has joined the nationwide "eat brighter!" movement, a joint program with Sesame Workshop and the Produce Marketing Association that focuses on increasing produce consumption in younger demographics.
“Childhood obesity is a significant challenge in this country,” Tom Chan, chief executive officer of General Produce, said in a press release. “We want to be a part of the solution and believe the ‘eat brighter!’ movement has the potential to raise awareness and increase consumption of healthier options for kids.”
Through this program, General Produce will have the rights to use "Sesame Street" brand assets — including Big Bird, Elmo and Cookie Monster — on marketing materials. The effort was launched by First Lady Michelle Obama, Sesame Workshop and Produce Marketing Association last year.
General Produce has joined the movement and will be incorporating the toolkit, including the "eat brighter!" tagline, social media hashtag #eatbrighter and the full library of available character assets.
“Having access to these iconic characters will help us create a marketing strategy that appeals to our youngest consumers,” Linda Luka, director of marketing and communications, said in the press release. “General Produce has been a proud advocate of many programs aimed to combat the ever-increasing issue of childhood obesity, often donating produce for Sacramento, CA-area schools and events, so ‘eat brighter!’ is a natural fit for us. We look forward to making a difference with Big Bird’s help!”