Soon, “Sesame Street” will allow members of the produce industry to advertise on the program for free, thanks to a deal between the Produce Marketing Association and the Partnership for a Healthier America, both of which back First Lady Michelle Obama’s “Let’s Move” campaign. Michelle Obama was set to announce the deal on Wednesday, joyously proclaiming:

Just imagine what will happen when we take our kids to the grocery store, and they see Elmo and Rosita and the other Sesame Street Muppets they love up and down the produce aisle. Imagine what it will be like to have our kids begging us to buy them fruits and vegetables instead of cookies, candy and chips.

Michelle was slated to continue, “fruits and vegetables don't just make us feel good, they taste good, too.” Sesame Street characters Elmo and Rosita will be on hand to watch Michelle Obama make her big announcement, after which everyone will head to the organic White House garden for a bit of vegetable harvesting.