Stemilt Expands Marketing Program Featuring Sesame Street Characters

WENATCHEE, Wash., April 3, 2006
One of the nation’s leading tree fruit shippers and some of the most beloved characters on children’s television are teaming up to bring the health and nutrition of fresh apples and cherries to consumers and retailers nationwide.

Stemilt Growers Inc., based in Wenatchee, and Sesame Workshop, the nonprofit educational organization behind Sesame Street, have partnered to encourage families to enjoy fresh cherries and apples, according to Stemilt Marketing Director Roger Pepperl. This spring, Stemilt will present some of its newest point of purchase displays, featuring the Sesame Street characters, at the United Fresh Fruit and Vegetable Association Produce Expo and Conference May 6 – 9 in Chicago.

The relationship between the two follows a successful Stemilt cherry promotion last summer featuring Sesame Workshop’s “Healthy Habits for Life” initiative and Sesame Street character Elmo. “Healthy Habits for Life” is a program started by Sesame Workshop in 2004 promoting health, nutrition, physical activity, and education to preschoolers and their caregivers. Stemilt was part of the “Healthy Habits for Life” campaign delivering powerful messages last summer about the nutrition content in cherries.

Stemilt created cherry merchandising displays, highlighted by a cherry-juggling Elmo, that included nutrition facts about cherries. The displays were distributed to stores nationwide. Point-of-sale cards and children’s activity sheets were also part of the display materials.

Retailers embraced Stemilt’s cherry promotion, and as a result, consumers bought bundles of cherries, Pepperl said. Two medium-size retailers who used the merchandising units in their stores increased their cherry sales and volume by nearly 50 percent compared to the same period the previous year, he said.

“This promotion was one of the best programs Stemilt has ever conducted,” Pepperl said. “Our growers were thrilled with the impact Elmo made on consumers and retailers.”

Brian Vertrees, Stemilt Customer Promotions Manager, said the success of the Elmo cherry program demonstrated the effectiveness of partnering with such a well-recognized brand as Sesame Street. The Sesame Street characters will now be featured on both cherry and apple displays to encourage children and their families to eat fresh fruit. 

The consumer recognition of Sesame Street, its programming and products, and the wholesome, positive image of fresh fruits like apples and cherries make for a perfect match,” Vertrees said. “We are very excited to deepen our relationship with Sesame Workshop.”

Stemilt will roll out its apple bin in April making it available to Stemilt customers nationwide. The apple bin, designed to merchandise bagged fruit, features farmer Elmo and Cookie Monster peeking out from behind a giant apple exclaiming, “Crunchy! Sweet! Fun to Eat!

“The apple bin is fun, bright, and very easy for produce managers to use,” Vertrees said. “No set-up is necessary at store level, because the promotional materials are right on the bin. It will have huge appeal for kids, parents, and retailers.”

Stemilt is in good company with other food industry members who are also participating in “Healthy Habits for Life.” These companies include Earth’s Best, makers of organic and natural children’s foods, Musselman’s Apple Sauce and Sunkist Growers. All launched programs in 2005 featuring the familiar faces from Sesame Street promoting healthy food choices. 

“We are thrilled to work with Stemilt again to leverage the appeal of the Sesame Street characters to encourage healthy eating habits for young children and their families,” said Maura Regan, Vice President and General Manager of Global Licensing. “Including healthy fruits and vegetables in a child’s diet gives them the energy they need to continue laughing and learning with their favorite Sesame Street friends.” For more information on “Healthy Habits for Life,” visit www.sesameworkshop.org/healthyhabits.

About Sesame Workshop

Sesame Workshop is a nonprofit educational organization making a meaningful difference in the lives of children around the world.  Founded in 1968, the Workshop changed television forever with the legendary Sesame Street.  Today, the Workshop continues to innovate on behalf of children in 120 countries, using its proprietary research methodology to ensure its programs and products are engaging and enriching.  Sesame Workshop is behind award-winning programs like Dragon Tales, Sagwa, The Chinese Siamese Cat, Pinky Dinky Doo and groundbreaking multimedia productions in South Africa, Egypt and Russia.  As a nonprofit, Sesame Workshop puts the proceeds it receives from sales of Sesame Street, Dragon Tales, Sagwa, and Pinky products back into its educational projects for children around the world.  Find the Workshop online at www.sesameworkshop.org.

Stemilt Growers Inc. is a privately owned fresh tree fruit grower-packer-shipper established by current Board Chairman Tom Mathison in 1960. The Mathison family has been in the business of producing tree fruits since 1914 when the family’s first orchards were established near Wenatchee on Stemilt Hill, overlooking the mighty Columbia River. Stemilt continues to be solely owned by the Mathison family, with five packing facilities in Washington and one in Stockton, Calif. Stemilt is the largest fresh cherry grower-packer-shipper in the United States, as well as a national leader in apples, pears, and organic tree fruits. Learn more about Stemilt at www.stemilt.com.

Contact

Roger Pepperl
Marketing Director
(509) 669-5230