Michelle Obama is most likely addressing corporate businesses that produce food. You can tell that she is directing it towards business because she says "If there is anyone here who can sell food to our kids, its you". This is showing how food companies really understand what goes on in kids head and this is why lucky charms is the color it is. It attracts kids to the food.
Typically someone thinks about copyrighting something after they are making money from it to avoid the idea being taken and used to make money by someone else.
