The NHS has added a 5 A Day for your mind to the now fairly well understood theory about 5 A Day fruit and veg. I am not sure when this was introduced to the general wellbeing lexicon, but I rather like it.
The origins of the 5 A Day fruit and veg campaign are a bit unclear. Some argue it all started in the orange- growing fields of California but Ken Kizer was director of the US State Department for Health Services back then . He says that it wasn’t a case, as some have claimed, of fruit and vegetable growers looking for new markets, but a mutually beneficial venture for industry and public health policy.
“It didn’t originate from the agricultural community. It just so happens that when we reached out to them and pointed out this would help them, they got onboard and became enthusiastic partners.”
In the UK there is evidence it was mentioned as far back as the 1980s.
Whatever the history, in 2003 the World Health Organisation launched a worldwide campaign to promote the importance of having 400g of fruit and veg per day which could prevent cardiovascular disease, some cancers and stroke. Since then, many countries have marketed the idea; Australia have adopted a 2&5 policy (2 portions of fruit + 5 of veg which sounds eminently sensible); Canada, France, Germany, Japan, New Zealand and Norway are all in on it.
Does it work? Well it works at Bee HQ and does seem to have entered the minds of the generation who were at school when it was first heavily promoted in schools here in the UK. Of course it is a target – the campaign in Australia is called “Go For 2 & 5″ and in NZ they add a ‘+’ into the equation (5 + A Day) showing an impressive optimism.
Naturally fruit and veg producers have got in on the marketing act, but I don’t see that as a bad thing. However I think the jury is out as to whether it works.
The government’s former chief medical officer, Sir Liam Donaldson, says he thinks it has been partially successful so far.
The middle classes did listen, and the supermarkets listened and they tend to respond to the middle class consumer particularly.
I think it’s been less successful in reaching the disadvantaged communities where those levels of fruit and vegetables were already low.
So now we have a 5 A day for mental health:
Give To Others
Food for thought. I like it ~ will it work? Let’s see
Annie Bee x