In 1991, The National Cancer Institute (NCI) began its Five-a-Day program, in partnership with the nonprofit group Produce for Better Health, to encourage Americans to eat at least five fruits and vegetables a day.

The 5-A-Day message is “Eat 5 servings of fruits and vegetables a day for better health.” Fruits and vegetables are promoted in the program in a manner that retains their integrity as low-fat foods and as part of an overall healthy eating pattern that is low in fat and high in fiber.

The intent of the announcement is two-fold: (1) to encourage research in the development of effective community level interventions for changing dietary patterns using a simple, positive, actionable message; and (2) to develop the community-level component of the national 5-A- Day program, providing the complementary and necessary interactive and environmental elements of successful behavioral change interventions, such as the development of skills, local media placement, social support, and modifications of foods offered in local food systems.