Our History
Three decades of leading the industry to achieve increased daily consumption of fruits and vegetables for happier, healthier lives.
In May 1991, Produce for Better Health Foundation (PBH) was formed to serve as co-sponsor, along with the National Cancer Institute (NCI), of the 5 A Day for Better Health program with the primary purpose of overseeing industry participation.
What began with the support of 60 produce industry companies and commodity boards, has today grown to serve over 400 donors and licensees representing growers, shippers, packers, processors, merchandisers, commodity boards, trade associations, food industry organizations, health professionals, and supermarkets.
In January 2001, the 5 A Day program expanded beyond PBH and NCI to include other key organizations committed to leveraging the reach of 5 A Day under the National 5 A Day Partnership.
In 2005 NCI transferred lead federal agency and health authority for the 5 A Day program to the Centers for Disease Control and Prevention (CDC).
Through 2022, PBH and CDC co-chaired the National Fruit & Vegetable Alliance, formerly known as the National 5 A Day Partnership, consisting of government agencies, non-profit organizations, and industry working in collaboration to increase consumption of fruits and vegetables for improved public health.
In response to the new Dietary Guidelines for Americans, PBH and the National Fruit & Vegetable Alliance Steering Committee developed a new brand identity: Fruits & Veggies—More Matters® that supported the recommendations of the dietary guidelines of eating more servings of fruits and vegetables.
In March 2007, the official launch of Fruits & Veggies—More Matters replaced the 5 A Day program.
In 2019 PBH introduced a new brand identity, Have A Plant®, replacing Fruits & Veggies—More Matters in response to consumer research about recommendations related to eating a certain amount of fruits and vegetables each day.
To galvanize the industry efforts to increase consumption of fruits and vegetables, Produce For Better Health Foundation and the Foundation for Fresh Produce (FFP) merged in January 2023. The Have A Plant® Movement continues under FFP, dedicated to helping consumers live happier, healthier lives by eating more fruits and vegetables every single day.
