Industry-led ‘Fruit and Veggies Yummy Yummy’ campaign set to be amplified with family activations, educational resources and fresh produce sampling at selected upcoming The Wiggles shows
The Australian fresh produce industry is doubling down on research that shows children influence grocery selection, to inspire children and families to eat more fresh fruit and vegetables.
Through the ‘Fruit and Veggies Yummy Yummy’ campaign led the International Fresh Produce Association Australia-New Zealand (IFPA A-NZ), leading fresh produce organisations have collectively signed up to the Ausveg Pledge for More Veg at The Wiggles’ Hot Potato Studios, encouraging families to add one more serve of vegetables to their daily routine.
With only 4 per cent of Australian children meeting the recommended daily intake of fruit and vegetables, the campaign uses the power of music, play and family entertainment to help make healthy eating fun, engaging and accessible for families.
Anthony Field, founder and Blue Wiggle, said making healthy choices part of everyday family life can help children develop positive relationships with food.
“When healthy eating becomes part of play and family time, the message really sticks,” he said. “Fruit and vegetables can be colourful, fun and delicious, and we want to help families make enjoying them part of everyday life.”
IFPA A-NZ chair Dean Gall said most Australian families understood the importance of eating fruit and vegetables, but data showed they were finding it difficult to turn good intentions into action.
“Children are powerful influencers. When children become excited about fruit and vegetables, they encourage parents to buy them, prepare them and include them more often at mealtimes,” he said.
“That’s why engaging young audiences is key – and that’s why our collaboration with The Wiggles is critical to make fruit and vegetables familiar, appealing and part of everyday routines. We’re investing in the habits and memories of children to build a lifelong affinity for fruit and vegetables – and a healthier future for all of us.”
Ausveg Plus One Serve managing director Justine Coates said increasing vegetable consumption was a significant challenge that required a collective effort across industry, retailers, families and communities.
“Daily vegetable intake in Australia is only 1.8 serves on average, so there is a real opportunity to make a difference,” she said.
The Fruit and Veggies Yummy Yummy campaign, based on The Wiggles’ iconic song Fruit Salad Yummy Yummy, is an industry-led initiative encouraging children and families to enjoy more fresh fruit and vegetables through engaging, educational and entertaining activities.
The campaign will be amplified nationally throughout The Wiggles’ Sparkle! Big Show tour, bringing the partnership to life through exciting family activations, educational resources and fresh produce sampling at selected shows from October to December.
