Baltimore promotion leads off Eat Brighter!Baltimore-area retailer Mars Super Markets and fresh-cut marketer East Coast Fresh have taken the early lead in the Eat Brighter! campaign.

Using Sesame-branded fresh-cut produce from Savage, Md.-based East Coast Fresh, Mars Super Markets — a family owned chain with 17 stores in the Baltimore market — sponsored a kickoff to the Sesame Street produce promotions at one of the stores on Sept. 24, according to a news release from the Newark-Del.-based Produce Marketing Association.

“We are excited to take part in this program,” Chris D’Anna, chairman and CEO of Mars Super Markets, said in the release. “The Sesame Street partnership will be a great way to engage and educate children about good nutrition and making good choices.”

East Coast Fresh, supplying about 2,500 retail stores east of the Mississippi, will include 20 of its more than 130 products in the Eat Brighter! campaign, Ross Foca, president of the company, said in the release. He said the company will measure success of the program by how many retail partners get involved, and whether East Coast Fresh sees an increase in sales.

“For sales, we truly expect them to go up, and I feel OK about that because we’re helping customers to become healthier,” Foca said. “We’re excited about increasing sales and targeting a younger generation of families with a program that’s coming with no additional costs to them.”

The Eat Brighter! movement offers royalty-free access to Sesame Street characters and was created by PMA, Sesame Workshop and the Partnership for a Healthier America. Participating companies in the Eat Brighter! campaign are listed on the PMA website .

Cathy Burns, PMA president, congratulated East Coast Fresh and Mars Super Markets for leading the way in the promotion effort.

“As early adopters, I commend their commitment and leadership in moving this initiative forward,” she said in a statement. “This is just the beginning, we’re very excited for the future partnerships between suppliers and retailers.”