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Member Profile Details |
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South Africa
Jane Badham
Staff Representative
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PO Box 67396
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Bryanston, n/a
2021 South Africa
Phone: +27 11 463 0679
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5-a-Day for Better Health TRUST (South Africa)
Launched in September 1995, the 5-A-Day for Better Health Trust is a non-profit organization with a sound science backing which aims, through communication, education and promotion, to increase the consumption of vegetables and fruit in South Africa in order to promote better health. Through the 5-a-Day campaign, we aim to encourage all South Africans to include at least five servings of vegetables and fruit in their daily diet. South Africa is a country where micronutrient malnutrition co-exists with the chronic diseases of lifestyle, even within one family. The increased consumption of vegetables and fruit is recognised by local scientists and the government to be a key dietary improvement that will positively impact on the lives and health status of all South Africans.
The 5-a-Day for Better Health TRUST in South Africa is endorsed by the Cancer Association and is a partner with the government in promoting their Food Based Dietary Guideline – ‘Eat plenty of vegetables and fruit every day.’
The 5-a-Day for Better Health TRUST in South Africa follows an annual communication and activity strategy that is largely focused on the media as the key communication channel. 5-a-Day is currently up dating it’s branding and website and is looking to expand the criteria for partnership to include other categories of vegetable and fruit beyond fresh.
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SOUTH AFRICA LAUNCHES A NEW LOGO
Retailers, growers urged to support new-look 5-a-Day programme
(3 September 2007)
Since being re-launched in 2005, the 5-a-Day for Better Health TRUST has grown from strength to strength. Not only is awareness of the Trust and its work continually increasing, but so too is its visibility.
Off the back of this overwhelming success, the Trust is launching a trendy new logo this month which will allow consumers to better identify 5-a-Day and which will soon be launched on the packaging of a number of vegetables and fruits. There are also plans ahead for posters and bunting and other exciting projects with partners and stakeholders all aimed at getting South Africans to eat plenty of vegetables and fruit everyday.
“The new logo represents all that 5-a-Day is – colourful, (it can be used in any colour) 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 daily for optimal health. There are so many tastes and textures to be explored and year round we in South Africa are blessed with an abundant variety from which to choose,” explains Jane Badham, well-known dietitian and 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. The recent MRC South African risk assessment highlights that low vegetable and fruit intake ranked 11th on the list of 17 selected risk factors accounting for 3.2% of deaths and 1.1% of DALYs. The MRC states that ‘apart from the human loss and suffering, the deaths and DALYs attributable to the low intake of vegetables and fruit have great cost implications for the health services and this is regrettable since a large portion of these costs are preventable.’
“As 5-a-Day continues to grow, so we hope to increase the logo’s visibility and to contribute to South Africans improving their eating habits,” adds Badham. “”We are really pleased to also announce that apart from being made the official partner of the Department of Health, we have also recently formed a partnership with the Heart and Stroke Foundation, in addition to our longstanding close relationship with CANSA.” Growers and retailers and all other stakeholders are being encourag
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