This project identified product characteristics and consumer issues that drive and inhibit the purchase and consumption of cauliflower and green beans. The relative importance of the drivers and inhibitors and commodity specific response plans prioritising specific actions for industry and stakeholders were determined. A literature review and quantitative consumer studies were conducted. Literature found existing commodity specific information to be limited, rarely dealing with more than one issue at any one time and not necessarily relevant to Australian consumers. On-line nationwide conjoint studies on a 1000 consumers were undertaken that modelled commodity attributes (colour, communication of sensory properties, health claims, price and convenience/portion) that previous literature suggested were important in influencing purchase intention. Commodities were explored as main meal and snack items. Consumers rated their intention to purchase the commodities with differing characteristics. Attitudes, liking and socio?demographics were also measured to identify different groups’ interests. Consumers were found to prefer current offerings: white, whole, cauliflowers at lowest cost, and green beans, loose at lowest cost. Both commodities had potential as snack items. Some health claims had small positive effects. Children’s liking was low limiting purchase in three?quarters of families. Different group interests were found for cauliflower only: some consumers showed interest in a heart health claim, whereas others were interested in mixed coloured floret snack packs. Key barriers to cauliflower and green beans were low acceptance, children’s dislike, limited consumption opportunities , and price. Dislike of taste/flavour was a barrier specific to cauliflower. Key drivers for purchase and consumption for both were familiarity, increasing acceptance and early exposure in childhood. Response plans were developed, and include 1) for cauliflower: development of white and/or multicoloured snack packs; selection and/or development of cultivars with specific sensory properties; provision of preparation advice; and communication of a heart health claim, 2) for beans: development of snack packs, and 3) for both commodities: increasing children’s acceptance through early exposure, adult’s acceptance, and greater vegetable availability. In conclusion, changing cauliflower and green beans characteristics has limited influence on demand. Rather, changing consumer behaviour towards vegetables is required. This would need collaboration with government and health organisations who also seek to increase vegetable consumption.