Fruit and vegetable growers are attempting to boost sales to kids by licensing popular cartoon characters, such as Mickey Mouse, the Tasmanian Devil and SpongeBob to market their wholesome--but not
always popular--products. The characters are popping up on packages across the country. "We're doing it predominantly because it is the right thing to do, but secondarily, because it is the right
business to be in," says Harry Dollman, head of food products licensing for Disney, which has the largest presence in produce aisles. Imagination Farms, which distributes produce for 15 large growers
across the country, currently has more than 30 different Disney Garden items in Albertsons and other supermarket chains. It plans to have 100 items on the shelves by January, and another 100 by the
end of 2007. Among other arrivals to the produce aisle are Nickelodeon's SpongeBob SquarePants spinach and Dora the Explorer oranges. There are also Tweety Bird grapes and Tasmanian Devil apples, the
result of a deal between Ready Pac Produce and Time Warner's Warner Bros.
advertisement
advertisement
Read the whole story at The Miami Herald »
