AUSVEG, the National Peak Industry Body representing Australia’s vegetable and potato growers, has welcomed the recent appointment of Major General Michael Jeffery AC AO (Mil) CVO MC (Retd) as the Australian Government’s Advocate for Soil Health.

“This is an inspired appointment, as Major General Jeffery has long been a powerful advocate on agricultural issues through his work as Chairman of Outcomes Australia and its Soils for Life Program,” said AUSVEG Chief Executive Officer Richard Mulcahy.

AUSVEG has been honoured with opportunities to work with Outcomes Australia and Major General Jeffery in recent years to promote the importance of soil health and is actively working with vegetable growers to improve soil management on their properties through the EnviroVeg Program.

“Major General Jeffery is highly-respected within the agricultural industry and we are excited by the possibilities of bringing the viewpoints of farmers into national environmental discussions.”

“Australian farmers look after around 61 per cent of Australia’s land mass, and they need to be at the centre of environmental discussions as they are the people who can make the most difference.”

“To the credit of the Australian Government, they have allocated $700 million in the next phase of the Caring for Our Country Program towards sustainable agriculture.”

“By working with the people who are out there working the land every day, the government is going to have a better chance of making long-lasting improvements to the Australian landscape.”

“Soil plays an essential role in Australia’s ability to produce food, with soil degradation a major concern for growers and farmers throughout Australia,” said Mr Mulcahy.

“Outcomes Australia and its Soils for Life Program, under Major General Jeffery’s guidance, have taken a lead role in promoting innovative farming practices and promoting soil management as an issue of national importance,” said Mr Mulcahy.

Soils for life website  
EnviroVeg website  

EnviroVeg is funded by HAL using the National Vegetable Levy and matched funds from the Australian Government.

MEDIA CONTACT: Jordan Brooke-Barnett, Environment Coordinator, AUSVEG
Email:, Phone: (03) 9822 0388, Mobile: 0404 772 308.