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Produce Marketers Get A Boost From Some Powerful Allies

February 7, 2014: 12:00 AM EST
Producers of snacks and other food items made from fresh fruits and vegetables are getting a marketing boost from powerful allies besides First Lady Michelle Obama: Sesame Workshop (owner of the Sesame Street characters), the Disney company, and school cafeterias. Disney, often criticized for licensing its characters to sell junk food, has lately begun licensing to companies that sell snacks made from fresh produce. Sesame Workshop has been letting the Produce Marketing Association use characters like Elmo and Big Bird – free of charge – to promote fresh fruit and vegetables to children. And efforts by school cafeterias to offer more fruits and veggies, both à la carte and in vending machines, has resulted in a 26 percent hike in students’ daily consumption of fruit, and a 14 percent increase in veggie eating.
Simone Baroke , "Sesame Street and Sugar Coating Sell Fruit and Vegetables to Children", Euromonitor International, February 07, 2014, © Euromonitor International
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