Australians’ love of cooking shows is leading them to broaden their vegetable-purchasing horizons, with more than one in four Australians purchasing new vegetables after seeing them used on television or online, according to the latest data from Project Harvest.

The study, which tracks consumer attitudes to vegetable purchases, has found that Australians are taking inspiration from cooking shows, including household favourites like My Kitchen Rules and MasterChef. Respondents also identified cooking websites, such as, as giving them new ideas to bring into the kitchen.

“There’s a world of vegetables for consumers to explore, and it’s great that these media sources are encouraging Australians to branch out into less common options like celeriac and broccolini,” said AUSVEG Assistant Manager – Industry Development, Kurt Hermann.

“As the study says, it’s important to ensure that consumers understand the flavour and health benefits that vegetables will add to a dish. Highlighting these aspects in a range of vegetables, both on television and online, is clearly leading to real benefits for Australian shoppers.”

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

‘Superfoods’ are also proving difficult to resist, with televised and online recipes which spruik the benefits of kale, fennel and bok choy enticing shoppers to try new tastes.

“We know that veggies are a vital part of a healthy diet, and consumers are obviously responding to the increased profile of these ‘superfoods’ and the heavy nutritional punch they pack,” said Mr Hermann.

“Kale, for example, is packed with vitamins A, C and K, while fennel seeds are an excellent source of fibre, potassium, calcium and iron. Bok choy, meanwhile, is just one of the many highly nutritious Asian greens that are increasingly available to Australian shoppers.”

“This makes these superfoods a valuable addition to any balanced, nutritious diet,” said Mr Hermann.

“We’re very happy to see Australians tuning in to cooking shows or browsing websites and coming away with these great new ideas about how to make their diets healthier and more satisfying.”

“With all the taste, colour and nutrition benefits that vegetables add to a meal, plating up a serve of new choices alongside the usual favourites can make any dish a winner.”


MEDIA CONTACT:  Kurt Hermann, Assistant Manager – Industry Development

Phone: (03) 9882 0277, Mobile: 0421 007 510, Email: