Gen­eral Pro­duce, a lead­ing family-​owned and oper­ated pro­duce dis­trib­u­tor, is the first dis­trib­u­tor in the indus­try to receive licens­ing to join the nation­wide eat brighter! move­ment, a joint pro­gram with Sesame Work­shop and Pro­duce Mar­ket­ing Asso­ci­a­tion that focuses on increas­ing pro­duce con­sump­tion in younger demo­graph­ics.

“Child­hood obe­sity is a sig­nif­i­cant chal­lenge in this coun­try”, said Tom Chan, CEO of Gen­eral Pro­duce. “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 the Pro­duce Mar­ket­ing Asso­ci­a­tion last year. Gen­eral Pro­duce is the first com­pany of its kind to join 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,” said Linda Luka. “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-​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!”

To learn more about ‘eat brighter!, visit www​.pma​.com/​e​a​t​b​r​i​g​h​t​e​r