Stemilt’s cherry health message shines in Sesame Street’s Elmo display

If you “think red and eat cherries,” studies show you may improve your health and even sleep better at night. That was the message sent by this year’s cherry program from Stemilt Growers, Inc., a Wenatchee-based company that is the nation’s leading sweet cherry shipper and a key proponent of the nutrients found in cherries.

Stemilt and New York-based Sesame Workshop, the non-profit organization behind Sesame Street, worked together for a second consecutive season this year, rolling out an attention-grabbing display complete with sparkling cherries, Elmo from Sesame Street, and lots of nutrition messages about the fruit. The display featured the “Healthy Habits for Life” logo, a program from Sesame Workshop that educates kids and their caregivers about healthy, active lifestyles.

Roger Pepperl, marketing director for Stemilt, said improving health through better diet is an easy win for consumers, and cherries are one of the fruits that show promise in fighting disease. It’s all in the antioxidants, says Pepperl, who describes these phytonutrients as substances that research shows can help prevent or repair cell damage that occurs in humans over time.

Cell damage can lead to certain illnesses, such as heart disease, arthritis, and cancer. Cherries appear to have ample amounts of flavonoid-type antioxidants, along with vitamin C and fiber, he said. Stemilt wants to teach kids and parents that “cherries don’t just taste good, they’re good for you,” he said. “Cherries continue to grow in popularity among American consumers, and we believe that demand will be even stronger in the future as people learn how healthy it is to eat cherries,” Pepperl said.

Stemilt returned this year with point-of-sale cards and a newly designed display Elmo cherry display after a solid showing last season. Retailers who used the units last year saw an average 20 percent sales increase over the same period the year before. Two chains reported as much as a 50 percent sales increase. Stemilt distributed 2,000 display units last year. Pepperl said this season Elmo display cards were made available at the very start of cherry shipping, with the display units distributed later in the season corresponding to rising cherry supplies.

He said the 2006 cherry display is similar in size to last year’s version. Health and nutrition bullet points cover the display, and twinkling lights add sparkle to a cherry tree poised next to Elmo. A cherry-shaped activity sheet provides games and cherry trivia for kids. Approximately 2,400 Elmo displays went out this year, with most stores setting up the units in early July, he said. Pepperl said supermarkets and shoppers have been very receptive to the displays featuring Elmo. The fuzzy, red character is well-known by adults and kids alike. With Sesame Street is in its 37th year on PBS, many of today’s parents also grew up watching the program, he said.

Elmo is rated the top TV character among kids age 2 to 5, with more youngsters recognizing Elmo than Winnie the Pooh, Dora the Explorer, and SpongeBob Square Pants, according to a Marketing Evaluations Inc. study conducted last June. Maura Regan, Vice President and General Manager of Global Licensing for Sesame Workshop, said Stemilt cherries are an exciting addition to our “Healthy Habits for Life” initiative.

“We are thrilled Elmo is continuing to show children healthy eating can be fun,” said Regan. “We know with Elmo’s encouragement children will not only discover a great snack but it will also start them on the road to healthier food choices.” Consumers may see Elmo touting Stemilt cherries until mid-August due to a late harvest start this season and a subsequent late finish. So while it’s too early to evaluate the full sales impact of this year’s displays, Pepperl said he expects an even better performance. “The momentum generated by last year’s display has definitely carried over into this year,” he said.  “It’s a win-win situation when you have a trusted brand like Sesame endorsing a healthy product like cherries.”

Stemilt Growers Inc.

Stemilt Growers is a privately owned tree fruit grower-packer-shipper established by current Board Chairman Tom Mathison in 1960. The Mathison family has been in the business of producing tree fruits since 1914 when the family’s first orchards were established near Wenatchee on Stemilt Hill. Stemilt has five packing facilities in Washington and one in Stockton, Calif. Stemilt is the largest cherry shipper in the United States, as well as a national leader in apples, pears, and organic tree fruits. Learn more about Stemilt at www.stemilt.com.

Sesame Workshop

Sesame Workshop is a nonprofit educational organization making a meaningful difference in children's lives around the world. Founded in 1968, the Workshop changed television forever with the legendary Sesame Street.  Today, the Workshop continues to innovate on behalf of children in 120 countries, using its proprietary research methodology to ensure its programs and products are engaging and enriching.  Sesame Workshop is behind award-winning programs like Dragon Tales and Sagwa, The Chinese Siamese Cat, Pinky Dinky Doo and ground breaking multimedia productions in South Africa, Egypt and Russia. As a nonprofit, Sesame Workshop puts the proceeds it receives from sales of Sesame Street, Dragon Tales, Sagwa and Pinky products right back into its educational projects for children around the world. Find the Workshop online at www.sesameworkshop.org.

Contact:
Diane Tribble - Communications & Trade Show Specialist
Stemilt Growers Inc.
P.O. Box 2779
123 Ohme Garden Road
Wenatchee, WA 98801
P 509.662.9667 ext. 221
www.stemilt.com