AUSVEG has partnered with the Outdoor Media Association (OMA) and Health and Wellbeing Queensland to reverse the trend of falling vegetable consumption through education and behaviour change with the Fresh veg, deliciously affordable campaign.

This advertising campaign will run across all states and territories – with prominent signage in metro and regional locations – to encourage Australians to buy fresh, delicious veggies by addressing the misconception that vegetables are expensive, driving reappraisal by positioning them as a delicious affordable summer snack.

The Fresh veg, deliciously affordable campaign comes after AUSVEG’s 2024 Industry Sentiment Report revealed more than a third (34%) of Australian vegetable growers are considering leaving the industry within 12 months due to rising costs and falling demand.

AUSVEG is committed to tangible action that boosts vegetable consumption and reduces the risk of more growers leaving the sector, while also improving the overall health of Australians. This campaign aligns with that commitment – it creates positive change by reconnecting Australians with vegetables, supporting growers and boosting regional economies.

Despite the well-known benefits of consuming vegetables, a staggering 93% of Australians fall short of the recommended daily intake of 5+ servings.

Recent industry research has shown that Australians are eating an average of just 1.8 serves of vegetables each day.

The research also outlines that Australians eating just one additional serve of vegetables per person per day by 2030 could add $4.7 billion to the economy, including:

• A $3.3 billion economic benefit across the vegetable supply chain and vegetable growing regions;
• The addition of 13,000 new jobs across the country, many of those in regional Australia;
• $1.4 billion in healthcare budget savings due to reduced dietary linked disease.

The Fresh veg, deliciously affordable campaign kicks off today and runs until the end of February. Keep an eye on social media channels, and an outdoor advertising billboard near you, for more campaign material and activities over the next month.

You can learn more about the Fresh veg, deliciously affordable campaign here.