“Fundación 5xDía” [5 a Day Foundation] is a non-profit organization, incorporated in 2003 by Mexican producers concerned about the issue of obesity, overweight and such other non-communicable diseases affecting the Mexican population, and to help the productive sector promoting Mexican fruits and vegetables. Since its incorporation, the Foundation has aimed at improving the populations eating habits, fostering the consumption of fruits and vegetables through the “5 a Day” program, trying to help México achieving the WHO´s (World Health Organization) goal consisting of the daily consumption of 400 grams of fruits and vegetables.
The work of the [5 a Day Foundation] is based on three broad categories:
1) Mass media activities: Television, radio, public transportation, bus stops;
2) Direct activities: Fairs, exhibitions, Schools, Markets, Supermarkets and special company contributions;
3) Strategic projects: 5a Day school gardens, Business Health, Food Orientation Workshops, National and
International Congresses to Promote Fruit and Vegetable Consumption, among other.
Aware of the responsibility deriving from the promotion of the 5 a Day Program, the Foundation has gained support from and established strategic alliances with several sectors: the public sector, private sector, civil organizations, vegetable and fruit producers, among other, to perform promotion activities, strengthening and positioning the “5 x Día” Program among the Mexican population.
Presence in mass media, such as television, radio, buses with approximately 587,466,600 impacts.
In social media, such as Facebook, we have reached 59,442 followers who daily receive information about the consumption of fruits and vegetables through images, receipts and articles, as well as in our website: www.cincopordia.com.mx. Point of sale activations: Releasing the “5xDía” message, in supermarkets in eight (8) cities, having an impact on at least 1,200,000 persons.
School activations: Over 6,000 activities promoting the consumption of fruits and vegetables in public schools in eight (8) cities in Mexico have taken place, having an impact on over 700,000 children between six and 12 years.