Merchandising Perishables Produce Suppliers West

Giumarra, Retail Partners Bring Sesame Street To Pacific Northwest

Sesame Street’s “Oscar” recently helped Giumarra get the word out to children and their parents to eat more produce. The company displayed its Nature’s Partner-branded watermelons at Grocery Outlet’s annual sponsored produce “Freshtival,” held June 5-7 in select regional stores serviced by Portland-based United Salad.

Giumarra supplied Nature’s Partner eat brighter!-labeled watermelons featuring “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 coloring pages, courtesy of Produce Marketing Association (PMA) and Sesame Workshop. The pages encourage increased produce consumption by featuring a three-week chart for kids to color in a fruit or vegetable they eat every day.

Demo staff for the event received talking points about watermelons and eat brighter! program objectives.

“Grocery Outlet has been committed to the eat brighter! program since its inception, using Sesame Street characters in our print ad circulars and supporting suppliers such as Giumarra who have actively promoted this program through packaging and displays,” says 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! program is a fun and educational way to connect kids with the importance of eating fresh produce,” says Kellee Harris, western region business manager for Giumarra. “Grocery Outlet and United Salad are committed to this program and we look forward to future promotions to continue carrying the eat brighter! message to families and their children nationwide.”

The Giumarra Cos. is a leading international network of fresh produce growers, distributors and marketers.

About the author



An 11-year employee of The Shelby Report who writes for and about food. In previous lives, she worked at a police department in Texas and an amusement park in Arkansas. She also was a newspaper publisher for more than a decade. Not sure which of those qualified her for this job.

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