Coming soon to children's plates: Fruits and vegetables, bought to you by the letters PMA and NACS.

The Produce Marketing Association and National Association of Convenience Stores announced a partnership Tuesday that will allow the latter's members to market fresh produce to children using Sesame Street characters.

In 2014, PMA entered into an agreement with Sesame Street producer Sesame Workshop and the advocacy group Partnership for a Healthier America to allow the popular show's characters to be used in the sale of fruits and vegetables. The goal was to encourage children and parents to choose healthy food options.

Under the new partnership, NACS members can participate in PMA's "eat brighter!" campaign by paying a one-time administrative fee to gain access to royalty-free images for use on fresh fruit and vegetable packaging and marketing materials.

"This program could yield enormous benefits for convenience stores and their suppliers. Our own consumer data shows that 60 percent of consumers are more likely to make purchases of snacks that are supported by credible health and nutrition groups," NACS Vice President of Strategic Industry Initiatives Jeff Lenard said in a statement.

"We know from NACS invaluable research that half of Americans are in and out of convenience stores every day, and having these kid-loved, parent-trusted monsters promoting delicious fresh produce helps parents make the healthy choice the easy choice," PMA Vice President of Demand Creation and Consumer Affairs Kathy Means added. "Having such a program shows each store's commitment to their community." http://bit.ly/2CSCtvo

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