(June 19) Two classic American companies are parting ways, and the timing seems odd.

Disney and McDonald’s plan to end their 10-year marketing agreement. Disney has said it wishes to avoid association with fast food, and McDonald’s said it wants to pursue other entertainment partners.

McDonald’s has worked hard to change its image as an artery clogger to a restaurant chain that offers plenty of healthful food as part of its active lifestyle campaign. But it has backed its claims up with substance, not just marketing.

For example, about a year ago, McDonald’s joined the board of the Produce for Better Health Foundation. And it’s gone out of its way to say it plans to buy 54 million pounds of apples, 30 million pounds of tomatoes and 6.5 million pounds of grapes this year. The company plans to sell 300 million salads this year.

Other fast-food chains now offer better fresh produce than they used to in order to compete, and that has acted like a rising tide to produce suppliers to foodservice.

McDonald’s same-store sales in the U.S. increased 3.4% from a year earlier, it reported in mid-June.

Consumers appear to be lovin’ McD’s again, which makes the timing of the partnership’s end seem out of place.

Disney, no marketing slouch itself, has gotten into branded fresh produce in the U.S. through Indianapolis-based Imagination Farms and in Europe through a retail fruit program that features stickers of Disney characters on fruit. British retailer Tesco sells satsumas with Disney stickers and plans to add apples and bananas to the program.

While Disney is leaving McDonald’s just as the burger firm is turning greener, Disney nonetheless has found a new way to associate its brand with healthful eating.

In the end, both giants see fresh produce as a partner in their success, and that can only be good news for the industry.