Quarterly research surveys administered by Produce Marketing Association’s research center show positive results for eat brighter! sales in Q2, including a 3 percent average increase in sales year-over-year as reported by participants. Some participants reported increases as high as 11 percent.

eat brighter!, the initiative that grants produce industry members access to "Sesame Street" character images royalty free in their go-to-market strategies, has been extended through 2018 largely due to the success created by the 110 participants.

Since the launch of the program, the PMA research center has conducted three quarterly surveys; a compilation of results include the following additional insights:

• Of the suppliers in market, 75 percent have reported an increase in year-over-year sales.
• Of the suppliers who have been in market for three quarters, the average increase is 5.3 percent.  

First lady Michelle Obama commented on the data, “With produce sales rising 3 percent on average for participating companies — and with some reporting increases as high as 11 percent — it's very clear that the eat brighter! campaign is working brilliantly. I am so thrilled to see Sesame Street and produce suppliers and retailers coming together to get our kids excited about healthy eating, and I look forward to seeing more companies come on board to grow the momentum. Thanks, Elmo and Big Bird!” First lady Michelle Obama participates in a 'Let's Move!' Funny or Die game show taping with Billy Eichner of 'Billy on the Street,' and Big Bird at Safeway in Washington, DC. (Official White House Photo by Amanda Lucidon)

“This is an encouraging sign, and we’re thrilled that participants are able to take the eat brighter! assets, available through an unprecedented program agreement with Sesame Workshop, and turn it into results like these," PMA President Cathy Burns said in a letter to members. "Now that the program has been extended through 2018, we look forward to seeing positive growth in this trend as more kids and families experience eat brighter! in stores.”

The movement’s success also led to the expansion of the program in Mexico, allowing produce marketers, retailers, school foodservice and promotional organizations who sell product there to participate. The announcement was made at the PMA Fresh Connections: Mexico Conference & Expo in May.

In regard to the program overall, Chris Veillon, director of marketing for NatureFresh Farms, said, “The eat brighter! program has been a great promotional vehicle for us since signing on in early 2015. We saw an opportunity to broaden our reach with branded packaging that would have an immediate impact at store level. We have watched customers with kids gravitate to the Sesame Street packaging and put back non-branded packaging they had in their carts. The kids are definitely the decision makers.”

Several eat brighter! champions, including first lady Michelle Obama, Sesame Street’s Big Bird and NBC Parks & Recreation comedian and FunnyOrDie.com regular Billy Eichner of Billy on the Street, were recognized with an Emmy nomination for their work on the eat brighter! comedic video launched in February. From the time the Emmy nomination was announced, the video garnered tens of thousands of additional views.

“Healthier options are now trending in the United States,” Lawrence A. Soler, PHA chief executive officer, said in a press release. “PHA partners like PMA and Sesame Workshop are leading the way by making fruits and vegetables more fun for kids, and increasing consumer demand for these healthier options.”