In a deal brokered by Michelle Obama between the Produce Marketing Association and the Partnership for a Healthier America, “Sesame Street” will now allow produce industry members to advertise for free on the program. Michelle’s “Let’s Move” campaign was a moving force behind the negotiation. Announcing the deal, the First Lady said:
Just imagine what will happen when we take our kids to the grocery store, and they see Elmo and Rosita and the other Sesame Street Muppets they love up and down the produce aisle. Imagine what it will be like to have our kids begging us to buy them fruits and vegetables instead of cookies, candy and chips.
She continued, “fruits and vegetables don’t just make us feel good, they taste good, too.” The announcement was followed by a ceremonial harvesting of the famed White House organic garden alongside Elmo and Rosita.