Kids eating healthy benefits entire produce industry

The partnership between the PMA and the Eat Brighter campaign gives growers, retailers and marketers of fresh produce useful tools to target children and their mothers. While it's too early to point to one product and isolate a sales bump from the program, the consensus is that teaming up to get children to eat more fruits and vegetables is benefiting the entire industry.

“As a whole, the industry has much to gain by combating childhood obesity,” said Chris Veillon of Nature Fresh Farms. “We got involved with Eat Brighter because childhood obesity is a big problem in North America, and we feel the partnership is tied into our corporate goals of consumer education about how to eat healthy.” The Eat Brighter program gives PMA members in Canada and the United States the ability to use the Eat Brighter logo and Sesame Street characters on their packaging. Many growers and retailers have signed up, and Veillon believes the impact has been significant.

“When a consumer sees the Eat Brighter brand applied to different commodities, it benefits the entire industry,” said Veillon. “It's too early to say that it's affected the sales of a specific product, but if a person sees the brand on a product they buy, then that good will can extend to other products carrying the Eat Brighter brand.” With the backing of the first lady, Michelle Obama, and the incorporation of popular children's television characters, the program is a powerful tool to get kids to eat more fruits and vegetables. PMA members are free to decide their level of involvement, and Nature Fresh Farms took the step of including Eat Brighter branding on all of their packaging.

“The more companies that use and support the campaign, the better it will be,” said Veillon. “This is a great opportunity for us, and if there's a way to get kids to eat healthy, then it's a win-win.”

For more information:
Chris Veillon
Nature Fresh Farms
Tel: 519.326.1111x3209
Email: chris@naturefresh.ca
www.naturefresh.ca