First Lady Michelle Obama on Wednesday joined Sesame Street's Elmo and Rosita to encourage children to eat fresh fruit and vegetables as part of the her Let's Move! campaign.
The Sesame Workshop, the Produce Marketing Association (PMA) and the Partnership for a Healthier America (PHA) reached a two-year agreement to promote fresh fruit and vegetable consumption to kids. The aim is to make healthy food choices easier for busy parents and families.
The agreement allows PMA's community of growers, suppliers and retailers to utilize the strength and influence of the Sesame Street brand without a licensing fee. Sesame Street characters may be on produce in stores as early as mid-2014.