Buying vegetables isn’t just a great way to stay healthy – it can also make you feel better about yourself, according to the latest report from consumer research study Project Harvest.

The project, which tracks consumer attitudes towards fresh vegetable purchases, has identified that buying vegetables makes Australians feel healthy, fresh, responsible and organised.

“Research has proven that eating vegetables is a vital part of maintaining a healthy diet and lifestyle, and we welcome these findings which show that purchasing vegetables makes consumers feel good about themselves,” said AUSVEG Assistant Manager – Industry Development, Mr Kurt Hermann.

“These findings show that Australians understand that simply putting vegetables in their shopping basket can make them feel healthier, as they are making a commitment to their long-term wellbeing.”

“This provides a valuable opportunity for growers, and the vegetable industry as a whole, to build on this by emphasising the physical and mental benefits of buying and consuming fresh vegetables.”

AUSVEG is the leading horticultural body representing more than 9,000 Australian vegetable and potato growers.

The report also identifies the main triggers that lead Australians to purchase particular vegetables, including flavour, health benefits, being easy to cook with, and wanting to add variety to their diet.

It gives recommendations for the vegetable industry to capitalise on these triggers, such as describing the taste of vegetables in-store, explaining the link between vegetable colour and specific nutritional benefits, or showcasing possible recipes that may lead consumers to try something new.

“For example, some consumers say it’s important that they buy vegetables which give them a crunch and a flavour burst when they eat them raw, while others value aesthetics, such as adding a bit more colour to a meal,” said Mr Hermann.

“Highlighting these supplementary benefits in their vegetables can help growers ensure that Australians have the extra information they want about their food purchases, and help them enjoy more of the benefits that come from making healthy, informed lifestyle choices.”

Project Harvest is funded by HIA using the National Vegetable Levy and funds from the Australian Government.


MEDIA CONTACT:  Kurt Hermann, Assistant Manager – Industry Development, AUSVEG
Phone: (03) 9882 0277, Mobile: 0421 007 510, Email: