General Produce joins 'eat brighter' movement

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 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 General Produce, please visit www.GeneralProduce.com. Please visit www.pma.com/eatbrighter to learn more about ‘eat brighter!’