The 5 A Day for Better Health program, the largest public-private heath education and marketing collaboration, will update its name and logo to reflect the increasingly important role fruits and vegetables play in promoting health and to provide a consistent platform for messages aimed at increasing the consumption of fruits and vegetables.

The National 5 A Day Partnership has selected Sterling Brands, a New York-based branding firm, for the project that is scheduled to be completed early in 2006 under a contract with the Produce for Better Health Foundation. Members of the partnership will continue to vigorously promote increased fruit and vegetable consumption while planning for a transition to the new program identity early in 2007.

"This is an incredible opportunity to take the equity we have developed in the '5 A Day' brand and create a program identity that will motivate people to make fruits and vegetables the cornerstone of their meals and snacks," said Elizabeth Pivonka, president and CEO of the Produce for Better Health Foundation and chairperson of the National 5 A Day Partnership. The strength of the partnership lies in the diversity of the audiences it reaches and the unique resources the partners bring to the mission. They are united in their vision for the project  a more solid marketing platform for fruits and vegetables that is not linked to the variability in daily recommendations, greater flexibility for program partners and stakeholders under a consistent communications framework, and most importantly, a memorable brand that inspires people to enthusiastically eat more fruits and vegetables.

Eating a balanced diet rich in fruits and vegetables is key to protecting ones health, said CDC Director Julie Gerberding. Scientific studies show that these natural and nutritious foods may help prevent chronic diseases like cancer and heart disease as well as help people control their weight. Unfortunately, most people still do not eat the amounts recommended in the Dietary Guidelines for Americans. Its absolutely imperative that we continue to strive to increase consumer demand for fruits and vegetables, and I am excited that some of the worlds best marketing minds are now focused on finding new and creative ways to do that.

In June 2002, President George W. Bush launched his HealthierUS initiative, said Eric M. Bost, USDA undersecretary for food, nutrition and consumer services. This government-wide initiative encourages all of us to move to a healthier lifestyle by focusing on nutrition, daily physical activity, preventive screenings and making healthy choices. USDAs strong emphasis on healthy eating has been supported through the National 5 A Day Partnership.

The National 5 A Day Partnership is a confederation of government agencies, non-profit groups, and industry working collaboratively and synergistically to increase the consumption of fruits and vegetables for improved public health. Members of the partnership are Produce for Better Health Foundation (chair); American Diabetes Association; American Heart Association; California Department of Health Services; Council of 5 A Day State Coordinators; Department of Health & Human Services Centers for Disease Control & Prevention; National Alliance for Nutrition & Activity; National Cancer Institute; Produce Marketing Association; USDAs mission areas: Food & Nutrition Services, Research, Education & Economics and Marketing & Regulatory Programs; and the United Fresh Fruit & Vegetable Association.