The Produce Marketing Association (PMA) yesterday announced that it will be collaborating with the National Association of Convenience Stores (NACS) on the “eat brighter!” program that uses Sesame Street characters to promote fruit and vegetable sales.

According to the announcement, “NACS retailer or supplier members can now pay a one-time administrative fee to gain access to royalty-free images for use on fresh fruit and vegetable packaging and marketing materials.” NACS has 1,900 retailer and 1,800 supplier members from more than 50 countries.

The “eat brighter!” program, launched about five years ago, reportedly has a proven track record of success: “Research shows that not only is Sesame Street a highly trusted brand with over 6 million viewers each week, it is also a brand that drives consumption of fruits and vegetables. One study showed that children eat 31% more fruits and vegetables when promoted by a Sesame Street character, and suppliers who have utilized the eat brighter! materials report produce sales increased 5.3%.”