Participants in an initiative that allows for the use of Sesame Street characters in branding have seen a 3% year-on-year average uptick in sales for the second quarter, according to research conducted by the Produce Marketing Association (PMA) Research Center.

In a release, the PMA said some participants in the 'eat brighter!' initiative reported increases as high as 11%, and highlighted the free program had been extended through 2018 largely due to the success of the 110 participants.

The survey is now the third undertaken since the project began, showing 75% have reported an increase in sales and the longer-term suppliers have seen an average sales increase of 5.3%.

First Lady Michelle Obama - who has been instrumental in promoting better eating habits amongst children and announced the launch of the 'eat brighter!' initiative in 2013 - said the latest survey results showed it was clear the campaign was working "brilliantly".

"I am so thrilled to see Sesame Street and produce suppliers and retailers coming together to get our kids excited about healthy eating, and I look forward to seeing more companies come on board to grow the momentum.  Thanks, Elmo and Big Bird!" she said.

PMA president Cathy Burns described the sales increase as an encouraging sign.

"Now that the program has been extended through 2018, we look forward to seeing positive growth in this trend as more kids and families experience eat brighter! in stores," Burns said.

The movement's success also led to the expansion of the program in Mexico, allowing produce marketers, retailers, school foodservice and promotional organizations who sell product there to participate. The announcement was made at the PMA Fresh Connections: Mexico Conference and Expo in May.

In addition, a separate but certainly inspired program called 'Pick Right Feel Bright!' was launched by PMA Australia-New Zealand this year with children's musical group The Wiggles as a non-industry partner.

The 'eat brighter!' initiative has received a very positive response from some of the produce industry's leading companies. NatureFresh Farms director of marketing Chris Veillon said it had been a great promotional vehicle for his company since joining in early 2015.

"We saw an opportunity to broaden our reach with branded packaging that would have an immediate impact at store level. We have watched customers with kids gravitate to the Sesame Street packaging and put back non-branded packaging they had in their carts. The kids are definitely the decision makers!" Veillon said.

In a Q&A with the PMA, Peak of the Market CEO Larry McIntosh said the marketing campaign was different to anything the produce industry had ever seen and raised the sector's profile.

"The eat brighter! program is a game changer for our industry -- fruits and vegetables have been competing for the attention of children, and frankly adults, with junk food for decades," said the Canadian grower.

"Unfortunately, our industry cannot compete with these companies when it comes to their advertising budgets or high profile sponsorship.

"However, if the produce industry gets behind eat brighter! and the Sesame Street characters, we can compete with a unified image, brand and voice.  Just imagine if every package of produce had eat brighter! on it. "

Also in conversation with the PMA, Oppy's executive director of marketing, avocados and citrus, James Milne said his company was attracted to the 'eat brighter!' movement because it had faith the initiative could make positive change.

"Increased produce consumption among young families will lead to good long term habits and a healthier future for all," he said.

"We are encouraging retailers to display our eat brighter! packs together as a “destination” in the produce department.

"Since we have a wide array of items available, it can be very effective and prove to be irresistible to small shoppers and their parents."

Champions of the initiative including First Lady Michelle Obama, Sesame Street's Big Bird and NBC Parks and Recreation comedian and FunnyOrDie.com regular Billy Eichner of Billy on the Street, were recognized with an Emmy nomination for their work on the 'eat brighter!' comedic video launched in February.

From the time the Emmy nomination was announced, the video garnered tens of thousands of additional views.

"Healthier options are now trending in the United States," said Partnership for a Healthier America (PHA) CEO Lawrence A. Soler.

"PHA partners like PMA and Sesame Workshop are leading the way by making fruits and vegetables more fun for kids, and increasing consumer demand for these healthier options."

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