The Ministry of Agriculture, Fisheries and Food funded the project increasing vegetable and fruit consumption between 1994 and 1996. The project was carried out in three phases comprising a nationwide survey of attitudes towards increasing fruit and vegetable intake, a community‐based intervention trial and a workplace intervention trial. This paper reports qualitative data from focus group work with participants of the phase 2 community intervention describing some of the realities and challenges associated with achieving five a day in a free‐living setting.
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