Produce for Kids® (PFK) and PBS KIDS® are partnering for a second year to raise awareness among kids, parents and teachers of the role fresh fruits and vegetables play in a healthy diet.

As part of PBS KIDS’ long term commitment to children’s health, the partnership highlights the multi-faceted “Eat Smart for a Great Start” campaign, which focuses on school-based programs and features a nationwide classroom contest; resources and tools for parents and educators; fun games and activities for kids; and a variety of regional events, celebrity appearances and in-school promotions.

From September 4 through October 31, participating retailers and produce companies will make a monetary donation for every fresh produce item purchased during the campaign. Donated funds will support PBS’ efforts to provide educational content, resources and outreach materials to families and educators that promote healthy behaviors among kids. Participating local PBS member stations will also raise awareness of the importance of eating fruits and vegetables through community events, character visits and other activities with Giant Food Stores, King Soopers, Meijer, Price Chopper and Publix Super Markets.

Highlighting the need for a concerted educational campaign that promotes healthy eating, a Produce for Kids national study released in May of 2008 revealed that only 18% of America’s children are eating the recommended three or more daily servings of fresh fruits and vegetables, and 43% of kids have one or less daily serving of fresh produce.

“Our fall campaign will make healthy eating a central topic of discussion and learning in classrooms and communities nationwide,” said John Shuman, president of Produce for Kids. “Together, PFK, PBS KIDS and our sponsors are delivering engaging, interactive ways for kids to learn healthy eating habits that last a lifetime.”

“Encouraging families to eat right and be active is not just a one-time message and PBS KIDS is committed to helping families explore what it means to lead healthy lifestyles,” said Loren Mayor, VP Corporate Partnerships, PBS.

In The Classroom & Online

At the heart of the campaign is a contest for teachers that will seek to identify and reward original, innovative and creative classroom projects that encourage kids to eat more fresh fruits and vegetables. The Produce for Kids “Play with Your Produce Healthy Challenge” contest will be accessible through PBS Teachers (pbsteachers.org) and three grand prize winners will receive:

• A class and project profile on the Produce for Kids Web site that showcases the winners’ successes and offers ideas on how other classrooms can replicate this model;
• A mini-grant of $500 for school-based nutrition and health promotion programs – for example, the provision of fruit and vegetable snacks, salad bars for cafeterias, school garden supplies or nutrition education curricula and materials; and
• A PFK classroom party tool-kit featuring party ideas, recipes, taste testings, favors and gift certificates that can be used to purchase fresh produce and other nutritious food.

Every classroom entry will be rewarded with coupons and discounts for fresh produce, lesson plans featuring fun ways to engage children as they learn about the benefits of eating fresh fruits and vegetables.

Kids can also extend the fun online at home with health-themed games on pbskids.org/produce. On the site, families can explore games that tie into grocery store visits such as Arthur’s Supermarket Challenge; play along with Cookie Monster and Grover as they help children learn what it means to “eat colors;” assist Curious George as he juggles his favorite fruits; choose recipes from Maya and Miguel and much more.

For Parents

On PBS Parents (pbsparents.org), caregivers can access resources and activities via the “Eating for Health – and for Fun!” page that supports PBS KIDS mission to encourage healthy living among families. New “Supermarket Explorer” activities are available this year to entertain kids while they are at the grocery store with their parents to build a positive relationship with healthy foods as well as develop early learning skills such as reading and math.

PBS Parents includes resources for caregivers looking for ideas on how to encourage kids, even the pickiest ones, to eat a healthy diet and develop healthy habits from the start. There are also fun activities and healthy kid-friendly recipes.

About Produce for Kids

Produce for Kids® promotes healthy lifestyles for children by educating kids and parents about the benefits of eating fresh fruits and vegetables while also supporting worthy children’s causes. Since its creation in 2002 by Shuman Produce Inc., Produce for Kids has raised more than $1.2 million for local Children’s Miracle Network hospitals. Produce for Kids also partners with PBS KIDS® to educate parents on healthy eating and raise funds for PBS.

For additional information on Produce for Kids, visit www.produceforkids.org.

About PBS KIDS

In response to the increased number of children facing risks from childhood obesity, PBS KIDS kicked off a children’s health initiative to strengthen existing health-related resources and build a cohesive framework for public media to encourage kids and families to make healthier lifestyle choices. The initiative kicked off with the convening of PBS KIDS’ Public Media Council on Children’s Health in early 2008 and was followed by a virtual summer road trip to health utilizing character role models, resources and content for families and educators. Building long term partnerships with organizations that share a similar mission, such as Produce for Kids, is one of the many examples of PBS KIDS’ community-based activities to encourage healthy lifestyles.

For additional information on PBS KIDS go to: www.pbskids.org