New-look logo for 5-a-Day program
South Africans spontaneously name vegetable and fruit as the key foods promoting health and wellbeing and yet there is a clear gap between our knowing and our doing.
On average, according to the Medical Research Council, we only eat just under three of the required five-day servings the scientists have shown to be optimal. Soon, however, consumers will be increasingly exposed to the 5-a-Day message urging them to strive for at least five, with the launch of the trendy new logo being launched this month by the 5-a-Day for Better Health Trust.
“The new logo represents all that 5-a-Day is – colourful, crisp and clear. It has a wonderful positive energy that is associated with the 5-a-Day principle of eating at least five servings of a variety of colourful vegetables and fruit every day,” explains Jane Badham, CEO of the 5-a-Day for Better Health Trust.
The easy to recognise logo – which cuts across all age and societal groups – will serve as a reminder to consumers that fruit and vegetable consumption needs to be increased. To this end, the logo will feature on all future 5-a-Day branding as well as by all 5-a-Day partners, such as retail stores and growers, on their product packs.
In this way, the new 5-a-day logo fulfils a dual role in that it reminds and encourages consumers to aim for goal of eating plenty of vegetable and fruit everyday while at the same time incentivises growers, retailers and manufacturers to support the 5-a-day concept by featuring the logo on their packaging if the product meets the criteria.
The launch of the new logo comes as the 5-a-Day for Better Health TRUST looks to expand the categories of products it endorses.
“We're looking at broadening the categories of fresh produce that we cover and will utilise scientific evidence and local research to expand our current criteria in determining additional products that are worthy of the Trust's endorsement,” says Badham. “Some of the different food sources we'll be looking at include frozen vegetables, 100% pure fruit juice and dried fruit. All of these forms of vegetables and fruit can contribute towards the 5-a-Day goal, making it really achievable.”
The recent Medical Research Council comparative risk assessment lists the low consumption of vegetable and fruit as one of the key factors adding to the burden of disease in South Africa and has great cost implications for our already stretched health services. “This is really tragic” says Badham “as eating plenty of vegetables and fruit is such a positive message and we are as South Africans blessed with an abundant variety all year round.”
It is time we all began doing what we know is good, eating 5-a-Day – for the sake of our health. Actions speak louder than words!
