The 5 a Day Association celebrated the International Day of Fruits and Vegetables, commemorated on March 4, by carrying out a range of initiatives under the slogan “Grow your health every day with fruits and vegetables.”
This year, the observance—traditionally held in October—has been moved to March 4 following a proposal by the FAO (Food and Agriculture Organization of the United Nations), strengthening its alignment with international goals to promote healthy and sustainable diets.
During the previous week, from February 24 to 27, 5 a Day organized the activity “The Tree of Healthy Wishes” at the Fruit School of Mercamadrid, a participatory initiative aimed at school groups visiting the educational space.
Children wrote personal commitments related to consuming fruits and vegetables and maintaining healthy habits, placing them on a large tree-shaped mural. Over the course of the week, the tree was filled with messages such as “I will eat more fruit during recess” and “I will try a new vegetable every week,” reflecting the involvement of the youngest participants in building a healthier future.
In addition, on March 4 itself, the association launched a coordinated social media campaign involving partner companies and organizations. 5 a Day provided a customizable commemorative infographic, allowing each partner to share the day’s message while integrating their own logo. This joint initiative amplified the visibility of the slogan and highlighted the sector’s unity around promoting the consumption of at least five daily servings of fruits and vegetables.
The celebration concluded on March 5 during the 5 a Day General Assembly, where each attendee found a fruit or vegetable at their seat, accompanied by a commemorative card. The card conveyed a message of appreciation for being part of an essential sector that directly contributes to public health, economic development, and the sustainability of the food system.
This symbolic gesture reinforced a sense of belonging and reminded participants that behind every product lies a daily commitment to the health of society.
As part of the International Day of Fruits and Vegetables, Caprabo, in collaboration with the 5 a Day Association and AM FRESH Iberia, launched an initiative to promote fruit consumption among children. To mark March 4, the retail chain distributed nearly 12,000 conference pears of 100% Catalan origin in its supermarkets.
The initiative is complemented by the social media contest “Eating seasonal fruits and vegetables has its rewards,” which raffles three shopping carts worth €70 among participants who share their favorite seasonal fruit or vegetable.
Through these actions, 5 a Day reaffirms its commitment to continue working to increase the consumption of fruits and vegetables and to establish the International Day as a key date for raising public awareness and strengthening sector collaboration.
COLOMBIA CELEBRATES THE NEW INTERNATIONAL DAY OF FRUITS AND VEGETABLES: HEALTH AND RURAL EMPOWERMENT AS DRIVERS OF CHANGE
BOGOTÁ, March 4, 2026 – Starting in 2026, March 4 has been established as the new International Day of Fruits and Vegetables, a date promoted by the United Nations to highlight that encouraging their consumption means caring for our health and strengthening the entire food chain. In this context, the Colombia International Corporation (CCI), as the national leader of the 5 a Day program and a member of the Global Alliance of 5 a Day Movements (AIAM5), celebrates this milestone by linking nutrition with social impact.
The organization emphasizes that living a healthy life involves consuming at least five portions of fruits and vegetables daily due to their nutritional components and the immense variety Colombia offers, where a more colorful plate represents a better balance for the body. However, this personal well-being is also the driving force behind the CCI 500,000 Women Agro-Entrepreneurs program, which seeks to transform the lives of rural women who produce these foods.
Adriana Senior Mojica, President and CEO of CCI, commemorates this official date by inviting companies and partners to join a purpose-driven investment: “Talking about fundraising is talking about awareness; it means recognizing that when resources are mobilized with purpose, they do not exist merely to provide relief, but to activate processes that transform lives, territories, and the country.” Senior explains that with a one-time investment of 2 million Colombian pesos per woman, comprehensive support and direct investment in their projects can be provided, generating income, confidence, and well-being.
CCI’s goal is clear: to reach 500,000 rural women, building from a current base of 150,000 entrepreneurs who are already transforming rural areas. Impact indicators support this work:
On this new UN-promoted International Day, CCI reiterates that investing in a rural woman means investing in women’s economic autonomy and in a Colombia that grows from its territories. The invitation remains open for more partners to join 5 a Day and 500,000 Women Agro-Entrepreneurs, understanding that every choice to consume local products strengthens food security and the country’s real development.
Press contact: Laura Calderón – CCI Communications – WhatsApp: +57 317 667 6587 – @cciagro
