January 25, 2006

Wal-Mart “Curious George” Healthy Eating Promotion Will Feature Florida Citrus Juices

Specialty citrus juices from Florida will be among the healthy produce items featured in Wal-Mart Supercenters and Neighborhood Markets during the “Get Curious About Good Health” promotion starting February 11th.

The promotion -- which coincides with the release of the new “Curious George” movie -- is intended to help boost awareness of the Produce for Better Health Foundation’s “Color Way” message, which encourages consumers to eat a colorful variety of fruits and vegetables every day for better health.

Noble Juices Inc., headquartered in Winter Haven, has partnered with the Florida Department of Agriculture and Consumer Services to provide Wal-Mart shoppers in Florida and Georgia with samples of its signature tangerine juices. The Noble Juices logo, along with the “Fresh from Florida” logo that promotes a variety of fresh Florida-grown fruits and vegetables, will be included on all promotional display materials.

While generations have loved the books about Curious George, Universal Studios is giving the character new life with the February 10 theatrical release of the movie. Children visiting Wal Mart produce departments will receive an activity book, designed for kids 2 to 8 years old, in which Curious George characters teach children to “monkey see, monkey do” when it comes to healthy eating. Parents will receive a recipe booklet featuring a medley of fruits and vegetables. The produce section will feature custom point of sale signage and a standing floor display.

“These popular characters will help capture children’s attention about the importance of healthy eating,” Florida Agriculture Commissioner Charles H. Bronson said. “Attracting children and their parents to the grocery store produce section and encouraging them to sample food items can help them discover that healthy eating can be fun, too.”
Other Florida-based companies that are supporting and featured in the Wal-Mart promotion include: A. Duda and Sons, Inc., of Oviedo; Cott Beverages, Inc., of Tampa; Del Monte Foods of Coral Gables; DiMare Fresh, Inc., of Tampa; Quincy Farms, of Quincy; JM Farms of Miami; Seald Sweet Growers, Inc., of Vero Beach; and Tropicana Products, Inc., of Fort Pierce.

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