Burns said there have been many ongoing conversations with regional, independent, and national retailers about the campaign. As a former retail executive with Food Lion, she said she understands it takes time to get the necessary approvals within the corporation.
“I know what it takes to take a (campaign) like this and integrate it to your go to market strategy,” she said.
Getting retail executives responsible for both marketing and merchandising on the same call at the same time is one challenge, she said.
“The number of retailers that have signed up right now is not indicative of the amount of activity that is happening,” she said.
Burns said she expects a huge uptick in activity with the campaign in the August/September period tied to back to school promotions. Sesame Workshop will be release a back to school theme signage that can be used by retailers for no extra charge for those signed up for the program, she said.
According to the PMA, companies joining the campaign, through July 7, include:
- Bolthouse Farms;
- Coast Citrus Distributors;
- Domex Superfresh Growers;
- East Coast Fresh;
- Fowler Farms;
- Giumarra Cos.;
- Mars Super Markets Inc.;
- Naturipe Farms;
- Neiman’s Family Market;
- Peak of the Market;
- Pioneer Growers Cooperative;
- Progressive Produce;
- Schnuck Markets Inc.;
- Sunlight International Sales; and
- The Oppenheimer Group.