Challenge 

This project and the overall ‘Plus One Serve of Vegetables by 2030’ program was initiated to address Australia’s persistently low (and declining) vegetable consumption levels.   

Response 

The key output of this project was a strategy to increase vegetable consumption, as well as an updated national vegetable consumption baseline and the delivery of a study exploring strategies to address poor vegetable value perception held by most Australian consumers.  

The target audience for the report is varied – essentially the many and diverse range of organisations with a vested interest in increasing vegetable consumption, including all levels of government, vegetable growers, their representative bodies and other commercial interests within and outside the vegetable supply chain. 

This report includes a new vegetable consumption baseline of 1.8 serves per person each day and modelling that shows Plus One is a realistic and achievable target. An optimal scenario requires an investment of $1.067 billion over six years, with a focus on consumer value perception in retail and behaviour change in the home and education settings. Robust economic modelling has shown a return on investment of $12.50 for every $1 invested.    

This report recommends the adoption and execution of the ‘Plus One Serve of Vegetables by 2030 program – a wide-ranging transformational initiative across multiple settings, spanning several years and involving various delivery and investment partners.