World Cancer Research Fund (WCRF UK) launched ‘Fruity Friday’ on May 14th 2004 as a major national public awareness campaign to promote the  importance of a healthy diet – as well as the consumption of fruit – in the prevention  of cancer.

Government Response: Department of Health

Public health minister Melanie Johnson, said: "The evidence shows that eating at least five portions of fruit and vegetables each day has very real health benefits - up to a third of deaths from cancer and heart disease - the country's two biggest killers - could be prevented by better diet."

Forum Response: World Cancer Research Fund

Marilyn Gentry, WCRF UK’s chief executive, said: " ‘Fruity Friday’ is the latest in a series of information initiatives by WCRF UK to raise the level of  awareness of healthy eating amongst the general public. Last September, WCRF UK  raised concerns about the ‘Americanisation’ of UK food portions – the so-called  Portion Distortion - that it blames in part for the nation’s expanding girth.

“There are ways to fight back - Picking up a piece of fruit instead of a  sugary and fatty snack is a great start. ‘Fruity Friday’ will be an especially fruitful  way to spread the message. So, eat fruit, and at the same time, help us to raise the  vital funds we need for cancer prevention research."

Forum Response: Prostate Cancer Charity

Dr Chris Hiley, head of policy and research for The Prostate Cancer Charity said:"We've had several years of healthy eating messages. And that's because they are important and could make a huge difference. But those of us sympathetic to them, follow them. More or less. But what about those who can't, or don't? How can they be helped? Do they simply not get healthy eating information in the first place? Or not recognise it? Or value it? Or believe it's important or relevant to them? Or are they unable to respond, due to quality of the product, access to it, or the price of the right food? Healthy eating isn't just an 'avoiding ill health' issue. It's also about the complex word we live in - of expectations, aspirations, environment, finance, and habit, all of which bind the health of the nation to the eating habits of the nation. But we need more imaginative ways of helping the people of the nation make the link themselves."

Forum Response: Teenage Cancer Trust

Simon Davies cheif executive  of Teenage Cancer Trust said: "Diet is such an essential part of preventing cancer and also during its treatment. Teenagers are notoriously bad eaters and the more that we can promote healthy eating with them the better. So go for it - fruit eaten gets cancer beaten."