There is an association in Spain called the Club 5 al Día, which was founded to promote the consumption of fruit and vegetables. It is based in Madrid and its president, Miguel del Pino, said that they would like to collaborate with public administrations in getting across the message that we should be eating five portions of fruit and vegetables a day. Del Pinos said that the club's message, “Fruit and vegetables - Five a Day - Good for the Health,” has been defined as being of “public utility” because of its social, health and well being implications. He added that they would be using three ways of getting their message across: Through messages on packaging, consumer information at outlets and on a website. The weakest link is at the sales outlets, he said. In its report for 2000/2001, the association points out that the World Health Organisation recommends the consumption of more than five rations of fruit and vegetables a day for “good health and the prevention of sickness.” It also plans to organise activities which will improve co-operation with the food chain (production and commerce) so that they will use the Five a Day logo in their marketing.


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