First Lady of the United States Michelle Obama has announced new partners for the Partnership for a Healthier America organization–Sesame Workshop and the Produce Marketing Association.
The two-year agreement will find the organizations working together to help promote healthier eating choices for children.
The agreement with Sesame Workshop allows PMA’s community of growers, suppliers and retailers to leverage Sesame Street’s characters to deliver messages about fresh fruits and vegetables free of a licensing fee. Sesame Street characters may be on produce in stores as early as mid-2014.
“Just imagine what will happen when we take our kids to the grocery store, and they see Elmo and Rosita and the other Sesame Street Muppets they love up and down the produce aisle,” says First Lady Obama. “Imagine what it will be like to have our kids begging us to buy them fruits and vegetables instead of cookies, candy and chips. That's what this new collaboration between Sesame Workshop and the Produce Marketing Association is all about–showing our kids that healthy food can be fun and that fruits and vegetables don't just make us feel good, they taste good too.”
PHA works with the private sector and PHA honorary chair First Lady Obama to broker private sector commitments to end the childhood obesity epidemic.
"Sesame Workshop has long been committed to the health and well-being of children through our longstanding Healthy Habits for Life initiative–since 2004, we have been integrating messages about healthy food choices and exercise into ‘Sesame Street,’ the television program, in our community outreach and on our other off-air activities," says H. Melvin Ming, president and chief executive officer, Sesame Workshop. “We are proud to work with the Produce Marketing Association and Partnership for a Healthier America to continue this important work.”