Giumarra utilises Sesame Street brand

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Carl Collen

BY CARL COLLEN

Giumarra utilises Sesame Street brand

US supplier Giumarra recently partnered with Grocery Outlet to promote Sesame Street in Portland, Oregon

Giumarra utilises Sesame Street brand

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Sesame Street’s Oscar recently helped US fresh produce importer-distributor Giumarra get the word out to children and their parents to eat more fruits and vegetables.

The company displayed its Nature’s Partner-branded watermelons at Grocery Outlet’s annual sponsored produce 'Freshtival', held on 5-7 June in select regional stores serviced by Portland-based United Salad.

Giumarra supplied Nature’s Partner with eat brighter!-labeled watermelons featuring the character Oscar the Grouch. The labels include a peel-off, kid-friendly recipe and are packed in coordinating Sesame Street eat brighter! melon bins.

Giumarra also supplied eat brighter! melon colouring pages, courtesy of Produce Marketing Association (PMA) and Sesame Workshop. The pages encouraged increased produce consumption by featuring a three-week chart for kids to colour in a fruit or vegetable they eat every day.

“Grocery Outlet has been committed to the eat brighter! programme since its inception, using Sesame Street characters in our print ad circulars and supporting suppliers such as Giumarra who have actively promoted this programme through packaging and displays,” said Don Murphy, director of produce and floral for Grocery Outlet. “We look forward to working with our partners Giumarra and United Salad as we continue to educate our customers on the benefits of eating fresh, healthy meals.”

Giumarra offers Sesame Street eat brighter! packaging on watermelons, grapes, and blueberries, and plans to expand the line this fall with additional commodities.

“We believe the eat brighter! programme is a fun and educational way to connect kids with the importance of eating fresh produce,” explained Kellee Harris, western region business manager for Giumarra. “Grocery Outlet and United Salad are committed to this programme and we look forward to future promotions to continue carrying the eat brighter! message to families and their children nationwide.”

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