It’s one thing for an association to tout a movement or an presidential administration representative to push a campaign.

It’s another thing entirely when business starts buying in.

The latest Fresh Summit in Anaheim, Calif., hosted by the Produce Marketing Association, was a coming-out party for the Sesame Street Eat Brighter! campaign

Up to now, it’s been a good intention.

The Eat Brighter! program — royalty-free use of Sesame Street characters in produce marketing — appeared in the packaging of dozens of fresh produce companies on the expo floor. Many others talked about plans to use the marketing but didn’t have it finalized.

It’s clear that many produce companies think it’s a good business investment.

But in a way, it’s still just a good intention until produce companies and retailers start seeing increased sales thanks to Big Bird and Elmo.

That may be many years away.

The obesity epidemic didn’t show up over night, and it won’t go away at the same pace.

Another marketing ambition was recognized when The Packer presented its Marketer of the Year award to Bolthouse CEO Jeff Dunn for his efforts in bringing a consumer-goods marketing mindset to the produce industry. 

We’re not alone in noting the strategy to grow sales and consumption of fresh produce with a different style of marketing.

But again, everyone will be waiting to see if it pays off.

Did The Packer get it right? Leave a comment and tell us your opinion.