Susan R. Boyer
Food Marketing Resources
“B” is for Berries as Sunkist and Sesame Workshop Expand Healthy Habits for Life Partnership
Sunkist® Strawberries and Blueberries Lead Summer Retail Promotion
June 05, 2006
Chicago, IL (May 6, 2006) - Expanding on the success of their partnership promoting healthy eating habits to moms and kids, Sunkist, the world’s leading grower-owned citrus provider, and Sesame Workshop, the nonprofit educational organization behind Sesame Street, are launching a summer retail promotion featuring Sunkist® strawberries, blueberries and the Sesame Street Muppets. The berry partnership, announced today at the United Fresh Fruit and Vegetable Association (United) Produce Show at the Food Marketing Institute (FMI) convention, follows the successful Sunkist® citrus Sesame Street promotion and is part of Sesame Workshop’s “Healthy Habits for Life” initiative designed to help kids establish an early foundation of healthy habits.
“The Sunkist Sesame Street partnership is an integrated program, effective on many levels,” said Robert Verloop, Sunkist vice president of marketing, “The layered messaging that families are exposed to through Healthy Habits for Life on the Sesame Street television show works hand-in-hand with our in-store promotion of Sunkist products and the Sesame Street characters to provide a consistent message about the benefits of a healthy lifestyle. Adding the colorful Sesame Street character line-up to deep red strawberries and bright blueberries is another way to encourage kids and their families to eat a variety of healthy, colorful fresh produce. Sunkist is extremely pleased to continue our relationship with the renowned Sesame Workshop.”
Beginning in June and running through August, Sunkist strawberry packaging (one-pound, two-pound and four-pound clamshells) and blueberry packaging (six-ounce and one pint clamshells) will feature labels with the Sesame Street characters Elmo and Cookie Monster. Colorful headercards and sell sheets will be available to retailers prior to the start of the June promotion launch.
"We are thrilled to be expanding our relationship with Sunkist to encourage families to eat delicious fresh fruit," said Maura Regan, Vice President and General Manager of Global Licensing, Sesame Workshop. "Sesame Workshop is committed to partnering with organizations to help young children and their caregivers establish an early foundation of healthy habits that can last a lifetime." For more information on Sesame Workshop’s Healthy Habits for Life please visit www.sesameworkshop.org/healthyhabits.
“The Sesame Street program comes at an exciting time in our berry business as our summer volume will be ramping up with strawberries from the Watsonville/Salinas growing area and blueberries from California and British Columbia,” said John Corrigan, Sunkist manager, berry operations. “We’ve increased our volume of California strawberries three-fold over the last year by partnering with top growers in the state using the leading California strawberry varieties, including substantial plantings of the new Albion variety. And, our blueberry growers are some of the best in the business. Kids love Sesame Street and they love to eat berries, so this program is one more reason for consumers to pick up Sunkist berries at the store.”
Elmo could not be reached for comment, but Cookie Monster was heard to exclaim, “Me want another berry!”
One of the world's oldest and largest citrus marketing cooperatives, Sunkist Growers is owned by more than 6,000 citrus growers in California and Arizona. Each grower is committed to cultivating only the highest quality fruit, ensuring good taste for consumers around the world. For more information about Sunkist, visit www.sunkist.com. Sunkist is a registered trademark of ©2006 Sunkist Growers, Inc.
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Sesame Workshop is a nonprofit educational organization making a meaningful difference in children's lives around the world. Founded in 1968, the Workshop changed television forever with the legendary Sesame Street. Today, the Workshop continues to innovate on behalf of children in 120 countries, using its proprietary research