Where Did 5 A Day Come From? The Surprising Origin Story

November 18, 2025 •

4 min read

Evidence from the late 1970s clearly demonstrated the role of diet in preventing chronic diseases, which laid the groundwork for the 5 A Day campaign. This iconic nutritional message, which encourages eating five portions of fruit and vegetables daily, has a surprising history rooted in public-private partnerships and compelling scientific research.

Quick Summary

The article explains how the 5 A Day health campaign originated from local Californian efforts in 1988, was adopted nationally by the NCI, and was later influenced by WHO guidelines to promote fruit and vegetable consumption globally.

Key Points

California Origin: The campaign began as a local public-private partnership in California in 1988 to increase fruit and vegetable consumption.
National Adoption by NCI: In 1991, the National Cancer Institute adopted the campaign nationally, partnering with the Produce for Better Health Foundation.
WHO Foundation: The World Health Organization's 1990 report and 2003 recommendation for a minimum of 400g of fruit and vegetables per day influenced the international adoption of the 5 A Day standard.
Scientific Basis: The campaign was founded on research linking high fruit and vegetable intake to a reduced risk of chronic diseases like cancer and heart disease.
US Evolution: In 2007, the US campaign was rebranded as "Fruits & Veggies—More Matters" and later became the "Have A Plant" movement, shifting focus from a specific number to overall increase.
Global Variations: The campaign was adopted globally, with countries like Australia and New Zealand creating their own versions with slightly different targets and names.
Public-Private Partnership: A key to the campaign's early success was the collaboration between public health agencies and the produce industry for promotion and messaging.

The California Roots: A Public-Private Partnership

The 5 A Day campaign began in California in 1988 as a partnership between the California Department of Health Services and the produce and supermarket industries. This collaboration aimed to increase fruit and vegetable consumption with a simple message: "5 a Day—for better health!". The campaign utilized point-of-purchase messages and mass media, leading to increased public awareness and consumption in California during its first three years. This successful model served as a basis for the national expansion of the campaign.

The National Cancer Institute and Produce for Better Health Foundation

Building on California's success, the National Cancer Institute (NCI) adopted the campaign nationally in 1991, collaborating with the non-profit Produce for Better Health Foundation (PBH), which represents the produce industry. By 1994, the national campaign involved over 700 industry organizations and many states. The NCI contributed research and authority, funding community projects to boost fruit and vegetable intake across different groups. This partnership between governmental health research and the food industry was significant for health promotion.

Scientific Basis and Global Expansion

The scientific support for the 5 A Day message stems from research showing the health benefits of fruits and vegetables, including reduced risk of chronic diseases like cancer and heart disease. The World Health Organization (WHO) recommended consuming at least 400g of fruits and vegetables daily in a 1990 report and again in 2003 to lower the risk of chronic health problems. This amount is roughly equivalent to five 80g portions, which solidified the '5 a day' concept internationally.

Many countries have implemented similar campaigns, with some variations. Examples include Australia's 'Go for 2 & 5' and New Zealand's '5 + A Day'. The UK's Department of Health launched its 5 A Day program in 2003, based on WHO advice. However, the campaign faced criticism, particularly regarding portion sizes and industry involvement, and some studies suggested even higher intake could be more beneficial.

Evolution of the Campaign: From 5 A Day to More Matters

In the United States, the campaign transitioned in 2007, changing from the National Fruit and Vegetable Program to the "Fruits & Veggies—More Matters" initiative. This update aimed to reflect current dietary guidelines and promote a broader message beyond just five servings. The PBH continued its efforts under this new name, emphasizing that any increase in fruit and vegetable consumption is positive. The campaign later evolved into the "Have A Plant" movement, which encourages lasting dietary changes by focusing on the enjoyment of eating plants. This evolution shows a move from a strict numerical goal to a more adaptable, lifestyle-focused approach to public health communication.

The Legacy of 5 A Day: Achievements and Shortcomings

The 5 A Day campaign is widely recognized as a successful public health message. It increased awareness about fruit and vegetable consumption and effectively used partnerships to reach many people. However, it had limitations, including less success in reaching disadvantaged communities and criticism about the definition of a "portion" and potential industry misuse of the logo. Despite these challenges, the campaign's lasting impact is its role in establishing the importance of fruits and vegetables for a healthy diet and preventing chronic diseases.

Original 5 A Day vs. Modern Recommendations


Aspect	Original 5 A Day Campaign	Modern Health Recommendations
Origin	California Department of Health (1988), NCI/PBH (1991)	Evolved based on ongoing research (WHO, national bodies)
Target Number	5 portions per day	Often higher (e.g., UK study suggested 7+) or less specific (More Matters)
Campaign Message	Simple, specific: "Eat 5 servings"	Broader, behavior-based: "Fruits & Veggies—More Matters", "Have A Plant"
What Counts	Mostly fresh, frozen, canned fruits and vegetables	Broader interpretation including all forms, but with caveats for juices, beans, and dried fruits
Key Focus	Cancer prevention based on late '70s-'80s evidence	Broader focus on reducing multiple chronic diseases, including cardiovascular issues and obesity
Portion Size	Varied, but UK defined as 80g	Defined by various health bodies; UK remains 80g

Conclusion: The Evolving Narrative of Healthy Eating

The story of where did 5 A Day come from highlights the development of public health messaging, scientific discoveries, and collaborations. Starting in California, embraced by the NCI, and adopted internationally based on WHO advice, the campaign effectively promoted increased fruit and vegetable consumption. Although the campaign's specific message has changed over time, its core aim remains crucial for public health. The shift from a simple number to more flexible messages like "More Matters" reflects the adaptation of public health campaigns to new research and changing needs. The enduring legacy of the 5 A Day movement is the fundamental understanding it fostered that eating more plants is essential for better health.

Visit the CDC's website for more information on nutrition and public health

Frequently Asked Questions

The original 5 A Day for Better Health! Campaign was started in California in 1988 by the California Department of Health Services as a public-private partnership with the produce industry.

The number five was chosen as a simple, achievable goal based on early research and the World Health Organization's recommendation of a minimum of 400g of fruit and vegetables daily, which corresponds to five 80g portions.

In 2007, the US campaign was replaced by the "Fruits & Veggies—More Matters" initiative to align with new dietary guidelines and emphasize increasing consumption rather than focusing only on the number five. It later evolved into the "Have A Plant" movement.

While 5 A Day remains the baseline recommendation in many countries, newer research in some areas suggests higher consumption, such as seven or more portions, offers increased health benefits. Modern campaigns often emphasize simply eating more.

The campaign promoted reduced risk of heart disease, stroke, certain cancers, and other chronic diseases due to the fiber, vitamins, and minerals found in fruits and vegetables.

A 150ml glass of 100% fruit or vegetable juice counts as one portion, but because juicing removes much of the fiber and releases sugar, it counts as only one portion per day regardless of the amount consumed.

No, potatoes and other starchy foods do not count toward the 5 A Day recommendation. While they are vegetables, they primarily contribute starch to the diet, unlike other fruits and vegetables that offer a wider range of essential nutrients.

The campaign is viewed as a partial success. It significantly raised public awareness, but research showed it was less effective in reaching lower-income populations, and overall consumption still often falls short of the target.