Importer I Love Produce is tapping into Sesame Workshop’s Eat Brighter! campaign to market asian pears from China.

The first load of I Love Produce-branded pears bearing Eat Brighter! imagery and text should arrive in the U.S. by the end of November, said Jim Provost, president of Kelton, Pa.-based I Love Produce.

Eat Brighter!, a joint effort of Sesame Workshop and the Newark, Del.-based Produce Marketing Association, aims to increase produce consumption among young people. Under the program, produce marketers can use Sesame Workshop’s characters without paying royalties.

“It’s a low-cost marketing tool, it’s targeted to children to eat healthier and we thought the colorful graphics add to the presentation,” Provost said. “It was a no-brainer.”

Sesame Workshop graphics will appear on both Asian pear tray boxes and three-count clamshells for I Love Produce, Provost said. The company expects to import about ten ocean containers of product this season, each containing about 1,000 boxes of fruit.

I Love Produce expects to ship Asian pears from China into early March.

Many U.S. importers of fresh produce are using Eat Brighter! marketing materials, said Meg Miller, PMA’s director of public relations.

Thirty-one produce suppliers, many of whom import produce, have licensing agreements to use Eat Brighter!, according to PMA’s website.