(Jan. 23) The Produce For Better Health Foundation, Wilmington, Del., is through monkeying around. The foundation wants children to be curious about fruits and vegetables.

The foundation is collaborating with Wal-Mart Stores Inc., Bentonville, Ark., and Universal Studios, Universal City, Calif., to promote the Color Way message with the “Get Curious About Good Health” campaign, said Chris Filardo, director of public relations.

The program coincides with the theatrical release of the movie “Curious George,” which features the mischievous monkey made famous in Margret and H.A. Rey’s series of children’s books.

On Feb. 11, children who visit one of the more than 2,000 participating Wal-Mart Supercenters or Neighborhood Market locations can pick up a Curious George activity book. Parents will receive a booklet of 14 recipies containing fruits and vegetables.

The campaign has been endorsed by numerous produce distributors: A. Duda & Sons Inc., Oviedo, Fla.; Apio Inc., Guadalupe, Calif.; Birds Eye Foods Inc., Rochester, N.Y.; C.H. Robinson Worldwide Inc., Minneapolis; Chelan Fresh Marketing, Chelan, Wash.; Chiquita Brands LLC, Cincinnati; Del Monte Foods Co., San Francisco; DiMare Fresh Inc., Dallas; Dole Fresh Fruit Co., Westlake Village, Calif.; the Florida Department of Agriculture and Consumer Services, Tallahassee; Seald Sweet Growers LLC, Vero Beach, Fla.; Sunkist Growers Inc., Sherman Oaks, Calif.; and the Mushroom Alliance, a marketing cooperative comprising four mushroom grower members.

The promotion is the eighth of its kind in a series that began August 2004. Past promotions have featured Charlie Brown, DreamWorks’ Shrek and, most recently, Marvel Comics’ Fantastic Four.