One of Australia’s most respected chefs, author and fourth generation farmer Matt Moran AM has officially joined the national movement to encourage more Australians to eat more Aussie-grown vegetables, as Ambassador for the Plus One Serve program.

Today’s announcement at Hort Connections in Adelaide, marks a new milestone for the national evidence-based program, designed to get every Australian eating one extra serve of vegetables each day by 2030.

Food has been at the centre of Matt Moran’s life and career for more than 40 years. As one of Australia’s most recognised chefs and restaurateurs, he has built some of the country’s most iconic dining establishments while championing the “Paddock to Plate” philosophy through his restaurants, television programs and regenerative farming practices at the Moran Family Farm.

As Plus One Serve Ambassador, Matt Moran will help lead the Pledge for More Veg campaign, a national call-to-action encouraging individuals, supply chain operators including retailers and foodservice outlets, educators, institutions, health sector organisations, government and community groups to take practical steps to increase vegetable consumption across Australia, to support better national health and Australia’s vegetable growers.

Speaking about his new role, Matt Moran said joining the Plus One Serve movement as Ambassador was a natural fit, given his passion for food, farming and sustainability.

“I’ve spent my whole career working with incredible Australian growers and producers, so supporting Plus One Serve was a very natural fit for me,” said Matt Moran.

“We all know Australians need to eat more vegetables, but this is also about backing the farmers and regional communities producing our food every day.

“If we can get more people adding just one extra serve of veg to their meals, that’s a simple change that can make a real difference – for people’s health and for the future of Australian growers. That’s why getting behind Plus One Serve made a lot of sense for me.”

The Plus One Serve of Veg by 2030 program is led by AUSVEG, powered by co-investment from Hort Innovation, and aims to improve the nation’s health while strengthening Australia’s vegetable industry, regional communities and food security.

Plus One Serve is an evidence-led, settings-based program that meets consumers where they live, learn, work, shop and play, with targeted initiatives that improve vegetable demand and consumption. For organisations, taking the Pledge for More Veg involves making a voluntary commitment and partnering with Plus One Serve to develop a tailored action plan to drive positive national change across four impact areas: Health and Wellbeing, Equity and Access, Environment and Social Impact, and Growers and Supply Chain. Each signatory is celebrated, with key actions publicly shared and reported over time.

With Australians eating a critically low average of just 1.8 serves of vegetables each day, and only 6.5 percent of adults and 4.6 percent of children consuming the recommended five daily serves, increasing vegetable consumption will benefit national health, the economy and Australia’s vegetable growers.

Industry research shows that getting every Australian eating one additional serve of vegetables each day can unlock $4.7 billion in triple bottom-line benefits, including $1.4 billion in healthcare system savings, a $3.3 billion injection across the vegetable supply chain and the creation of 13,000 new jobs.

The Plus One Serve program comes at a critical time for Australia’s vegetable industry, with growers facing surging production costs made worse by the Middle East conflict, combined with increasing economic, operating and supply chain pressures.

Even before the conflict, AUSVEG industry sentiment surveys showed challenging operating conditions meant two in five vegetable growers were actively considering leaving the industry, with a further two in five indicating they would do the same if they had a viable exit strategy.

AUSVEG CEO Michael Coote said increasing vegetable consumption was critical to ensuring a healthier Australia, and the long-term viability of Australia’s vegetable industry.

“Australian vegetable growers are responsible for supplying 10,000 tonnes of fresh produce into the Australian market each day and 98 percent of the fresh vegetables consumed by Australians, so the industry is critical to Australia’s national health and food security.

“As vegetable growers nationwide are facing a perfect storm of viability-threatening challenges, there has never been a more important time to get more Australians eating more Aussie-grown vegetables – for the good of their health, and the good of Australia’s vegetable growers.

“Matt Moran is one of Australia’s most respected voices in food, sustainability and farming, and his passion for Australian produce and commitment to supporting growers makes him the ideal Ambassador for Plus One Serve and the Pledge for More Veg.”

Despite the significant challenges facing Australian vegetable growers, Aussie-grown vegetables continue to offer excellent value for consumers in a cost-of-living crisis, averaging around 74 cents per serve –  cheaper than the 90 cents average for many unhealthy discretionary foods – and costing as little as 19 cents per serve for staple crops like carrots.

Plus One Serve Managing Director Justine Coates said: “Plus One Serve is founded on the belief that small actions at scale can drive extraordinary positive impact. Australians adding just one more serve of vegetables to their day will improve population health, reduce pressure on our healthcare system, and strengthen Australia’s vegetable industry.

“Matt Moran joining as Ambassador is a powerful opportunity to amplify this message right across Australia, inspiring everyone to get onboard and take action to improve our daily vegetable consumption.”

For more information about the Plus One Serve campaign and the Pledge for More Veg, visit Plus One Serve.