(April 10) SAN FRANCISCO The Magic Kingdom is relocating to the produce department.

Announcing a multiyear partnership with the Burbank-based Walt Disney Co., Imagination Farms LLC chief executive officer Matthew Caito told attendees at the Produce for Better Health Board of Trustees meeting March 31 that the company hopes to rollout its initial offering of Disney-branded produce in June.

Caito said Imagination Farms may offer 75 Disney SKUs by the end of the year.

Speaking at a workshop focused on marketing fresh produce to children, Caito noted that Indianapolis-based Imagination Farms LLC was created last year to increase consumption of fruits and vegetables among children in the U.S.

He said its mission now has a partner with big-time kid credentials.

"Earlier this year, Imagination Farms entered into a multiyear agreement with the Walt Disney Company to market fresh produce under the Disney brand across all fresh produce categories," he said.

Caito did not reveal further details about the agreement, and a Disney spokesman did not return phone calls.

Caito said initial plans for Disney branded produce will include peaches, plums, nectarines, cherries and blueberries, with sliced apples following in short order.

Responding to a question from the audience at the PBH meeting, Caito said Disney branded stone fruit is expected to be offered in bags and as individually labeled bulk fruit.

He noted the fruit sizes of peaches and nectarines would be smaller to better serve children"s portions.

Caito did not specify what Disney characters will be featured on the produce packaging.