In 1994, New Zealand introduced the 5+ A Day initiative aimed at boosting the consumption of fresh fruits and vegetables among its population for improved health outcomes. This campaign has since expanded into educational settings, influencing a generation through resources designed to foster healthy eating habits from an early age. Marking its 30th anniversary, the initiative continues to support the Fruit in Schools program, which is reaching a 20-year milestone in 2024. This program ensures that 126,000 children and staff across 566 schools nationwide have access to a variety of fresh produce daily, totaling 27 million servings annually.
The significance of these milestones was highlighted at Papatoetoe East School by Dame Lisa Carrington, a 5+ A Day Partner, who emphasized the transformative power of fresh produce on health and performance. The 5+ A Day message, which originated in California during the 1980s and is now promoted in over 30 countries, enjoys high awareness in New Zealand, with 82% of Kiwis familiar with the campaign, according to NeilsenIQ research.
United Fresh established the 5+ A Day Charitable Trust in 2007 to further the campaign's reach across schools, early childhood education centers, and online platforms. Despite the campaign's success, Dr. Carolyn Lister, a 5+ A Day Trustee and Principal Scientist at Plant and Food Research, noted the ongoing challenge of increasing daily consumption to the recommended five servings, with only 40% of New Zealanders currently meeting this target.
The 5+ A Day Charitable Trust acknowledges the support from various sectors including the fresh produce industry, educational institutions, health professionals, and non-governmental partners in its efforts to enhance the nation's health through increased fruit and vegetable intake.
Source: 5aday