PMA Fresh Summit
PMA 2014: Brightening the prospects for produce

PMA 2014: Brightening the prospects for produce

In just a few days, PMA’s Fresh Summit Convention + Expo will gather thousands of produce industry members in Anaheim, Calif. If you haven’t already, catch up on the latest from the association and its annual show with my interview with PMA president Cathy Burns.

Eat Brighter Sesame Street
Photo courtesy of Bathan Schafer/Nieman's Family Market

A new event this year during Friday’s education panels is the Eat Brighter Town Hall, where early adopters of the Eat Brighter program will share how they’ve incorporated Sesame Street characters into their produce marketing. Wakefern’s VP of produce and floral, Derrick Jenkins, is among the panelists, as is Sam Kass, executive director of First Lady Michelle Obama's Let's Move! initiative. Representatives from Bolthouse Farms, Naturipe and PMA round out the speakers.

While Eat Brighter is intended to make produce more appealing to kids, I’m betting parents will also feel the pull. I attended a journalism conference last month where representatives from Sesame Workshop gave one of the keynote presentations, and the (adult) attendees could not get enough of the characters. Gen Xers and Gen Yers grew up watching Sesame Street, which is just one more reason for them to feel good about buying branded produce for their kids. I’m excited to hear what Eat Brighter participants have found.

 

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