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"The goal [of the 5-to-10-a-day social marketing campaign] is to reduce the risk of cancer and cardio-vascular disease, by encouraging Canadians to consume at least five servings of vegetables and fruit a day as part of a healthy diet (as described in Canada's Food Guide to Healthy Eating), and as part of a healthy lifestyle. The aim of the campaign is not only to create awareness, but also to change people's eating habits, within a healthy, active lifestyle." [from the website]

This program is a cooperative effort among Canadian Produce Marketing Association (CPMA), the Canadian Cancer Society, and the Heart and Stroke Foundation of Canada.