Fruits & Veggies — More Matters™ is a dynamic health initiative that consumers will see in stores, online, at home and on packaging. It replaces the existing 5 A Day awareness program and will leverage the 5 A Day heritage and success to further inspire and support consumers to eat more fruits and vegetables, showcasing the unrivaled combination of great taste, nutrition, abundant variety, and various product forms (fresh, frozen, canned, dried, and 100% juice). It also will build upon the body of science that indicates that increased daily consumption of fruits and vegetables may help prevent many chronic diseases.

The Centers for Disease Control and Prevention (CDC) and Produce for Better Health Foundation (PBH) are leading this initiative and are in partnership with other health organizations. The goal is to achieve increased daily consumption of fruits and vegetables.

For more information on the Fruits and Veggies — More Matters health initiative, brand and logo, please visit PBH at* You will also find activities and tips for getting children involved as well as more recipes.

For more information on The National Fruit and Vegetable Program and its members, see About the National Fruit & Vegetable Program.


Additional health information on fruits and vegetables for your family:

30 ways to stretch your food budget for fruits and veggies

Recipies for your family