Let's Move! head joins Fresh Summit panelA big supporter of helping children make healthful food choices is coming to the Produce Marketing Association’s Fresh Summit from the White House.

Sam Kass, executive director of the Let’s Move! initiative and senior policy adviser for nutrition policy to first lady Michelle Obama, will join a panel of industry members at the Eat Brighter! town hall workshop on Oct. 17, according to a news release from the Newark, Del.-based Produce Marketing Association.

The session, set for 12:45 to 2:15 p.m. PST, also features Derrick Jenkins, vice president of produce and floral of Wakefern Food Corp.; Robert Verloop, executive vice president of marketing of Naturipe; and Donna Bogia, director of information and customer service for PMA. The event focuses on the Eat Brighter! movement, which gives the produce industry royalty-free access to Sesame Street character images. Kass and the panelists will encourage the industry’s continued efforts to change the way they market healthy foods to kids. Eat Brighter! branded produce and retail point-of-sale materials will also be on display, according to the release.

“We’re thrilled to have Sam join us as a panelist on Friday afternoon,” Cathy Burns, PMA president, said in the release. “We have the right product, now we need to come together and use the tools we have, in this case unprecedented royalty-free access to Sesame Street character images, to help drive fresh produce into kids’ daily routine. I encourage attendees to come prepared with questions and ready to learn how this movement may be incorporated into their own go-to-market strategy.”