The "5 a day" campaign started in 1988 by the California Public Health Service, according to the U.S. National Institutes of Health. It is considered to be a positive, message aimed at increasing consumption of fruits and vegetables.
The state health department partnered with the produce and supermarket industries in a multiyear social campaign. The message is that five servings a day of fruits and vegetables should be part of a low-fat, high-fiber diet. In 1991, "5 a day" was adopted as a nationwide campaign by the National Cancer Institute. It then crossed the Atlantic, adopted by the UK government in 2003. The campaign has a high recognition value, according to the BBC, but mixed results.