Australian fresh produce industry’s Wiggles campaign hits New York

The Australian fresh produce industry’s collaboration with The Wiggles will be showcased at The New York Produce Show and Conference on 2-4 December.

Led by the International Fresh Produce Association Australia and New Zealand (IFPA A-NZ) and backed by industry and some of Australia’s leading fresh produce organisations, the “Fruit and Veggies Yummy Yummy” campaign is a whole-of-industry, practical activation to make fruit and vegetables fun and encourage lifelong changes in consumption habits. The campaign name is a playful twist on the iconic Wiggles hit song, “Fruit Salad Yummy Yummy”.

Initially announced at Hort Connections in June, the campaign will now be held up as an example of innovative advocacy and high-impact partnership to the global market.

IFPA managing director A-NZ Belinda Wilson and Wiggles character, Dorothy the Dinosaur, will participate in the show’s keynote breakfast, ribbon-cutting ceremony and consumer media luncheon before walking the trade show floor and meeting delegates.

“We are thrilled to lead this crucial conversation on the world stage and to showcase the Australian fresh produce industry as a whole. Unhealthy eating is a global health crisis, one of the biggest challenges we collectively face. This activation with The Wiggles follows IFPA global data showing 96 per cent of Australians admit their children influence supermarket choices and, we are confident, in time, this campaign can inspire families in Australia and around the world,” Wilson said.

“This is a united industry approach, we are much stronger when we work together. I will use every opportunity to highlight the incredible work of our industry partners Ausveg and Hort Innovation and funding partners Perfection Fresh Australia, Flavorite Group, Mitolo Family Farms, Premier Fresh Australia and Mackays Marketing.”  

Blue Wiggle Anthony Field added: “We are proud to be working with Australia’s fruit and vegetable industry. With more than 30 years of singing songs like ‘Fruit Salad Yummy Yummy’ and ‘Hot Potato,’ this partnership takes our commitment to the next level, showcasing to children just how fun and delicious healthy eating can be.” 

The campaign was prompted by an IFPA Global Survey across seven countries that found 56 per cent of Australian parents take their children shopping with them and 96 per cent admit children have influence over what goes in the trolley.

“The inspiration for our campaign came from global research which showed Australian parents actively involve children in food preparation and decision making. By working with The Wiggles, who are trusted by generations of families, we could connect directly with children, the key influencers of the family shopping basket,” Wilson said. 

“The entire Australian fresh produce industry has come together with a single shared goal: to inspire a lifelong love of fruit and vegetables in children, empowering them to positively influence their families’ food choices.

“The campaign has generated national and international coverage and is expected to gather greater momentum with back-to-school themed national retail activations planned for early 2026.”

Campaign partners all said working worth The Wiggles would help amplify the message of encouraging children to eat more fruit and vegetables.

Flavorite marketing and communications manager Tom Millis said: “The campaign is the perfect fit for us because it’s fun, educational and family-focussed - everything The Wiggles stand for. They’ve been singing about fresh food for decades, and partnering with them allows us to reach children directly”.

Mitolo Family Farms head of sales and marketing John Tselekidids said: “Having access to a platform like The Wiggles is one that is generally out of scope for most fruit and vegetable producers in Australia but through the overarching partnership of the IFPA, it has enabled us to tap into the huge audience that The Wiggles reach every day”.

Hort Innovation general manager marketing and communications Karina Keisler said: “This campaign highlights the importance of making healthy food choices fun and engaging for children. Hort Innovation is thrilled to partner with The Wiggles - a group synonymous with children, healthy eating and fun - and see Australia’s fresh produce celebrated on an international stage”.

Mackays Marketing general manager marketing Tim Wilcox said: “If we can reduce the friction involved in choosing fresh food, everyone wins. Working with The Wiggles lets the message land in a way kids actually pay attention to, and Mackays Marketing is glad to support a campaign that makes healthy choices feel natural for families”.