Produce for Kids(R) and PBS KIDS(R) Partner for a Second Year with Nationwide School-Based Healthy Eating Campaign

PRNewswire-USNewswire/ -- Produce for Kids(R) (PFK), an organization that promotes the benefits of healthy eating and supports worthy causes for children and PBS KIDS(R), which provides content, resources and tools that support the positive development of the whole child - the cognitive, emotional, social and physical, 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 this fall 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. In-store promotions and local community events generated from the first year of the partnership will also continue throughout the coming year at even more participating grocery stores.

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 participating grocery stores including 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 2008 revealed that only 18 percent of America's children are eating the recommended three or more daily servings of fresh fruits and vegetables, and 43 percent 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. "As a longtime advocate of supporting a child's total well-being - cognitive, social, emotional and physical - PBS KIDS is thrilled to extend this partnership with Produce for Kids to encourage more nutritional food choices as one of the key ingredients to fostering a healthier generation."

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