Industry invests in vegetable consumption initiative Plus One Serve by 2030

With vegetable consumption at critically low levels across Australia, Hort Innovation and Ausveg have backed targeted interventions to help shift vegetables from a “good to have” to a “must have” in the lives of Australians. By increasing vegetable consumption industry aims to create long-term demand, unlocking value for growers, providing health benefits for all Australians, and reducing healthcare costs.

According to the latest ABS data, Australians consume just 2.2 serves of vegetables per day - less than half the recommended amount. Among teenagers and young adults, the numbers are even more concerning. In 2022, only 3.5 per cent of adolescents met daily intake guidelines, and among 15- to 17-year-olds, five per cent of girls and seven per cent of boys consumed no vegetables at all.

Hort Innovation has announced a suite of R&D projects aimed at changing behaviours and delivered as part of Plus One Serve by 2030 - Australia’s coordinated national program to help all Australians add one extra 75g serve of vegetables each day by 2030.

“Low vegetable consumption isn’t just a health concern, it’s a signal we need to do things differently. By investing in initiatives that break down barriers and build lifelong healthy habits, we’re helping vegetables take their rightful place at the centre of Australian diets. That’s good news for public health, and it’s a powerful opportunity for our growers to drive demand and deliver long-term value,” said Brett Fifield, CEO of Hort Innovation.

Ausveg CEO Michael Coote, added: “Through Plus One Serve by 2030, the vegetable industry is mobilising research, health partners and retailers to create practical, scalable changes that add one more serve to our plates. When we make veg the easy, everyday choice, families, growers, and the nation all benefit”.

The Plus One Serve by 2030 Program and associated projects will translate research into practical actions across everyday settings - at home, in early learning, schools, tertiary education, retail and communities - to make vegetables more visible, convenient and appealing.

These projects are designed to cover every stage of development, including primary school, where vegetable consumption in very low, especially during snack breaks. Co-designed canteen, classroom and family engagement trials aim to normalise vegetable consumption every day.

A project will be delivered across secondary schools in metro and regional areas with low vegetable consumption, introducing affordable, culturally relevant, and sustainable vegetable-based menu options to reflect student preferences and local produce availability. By creating student-led activations and changing school food options, this programme aims to make vegetables the easy default.

Efforts will be made to enhance vegetable consumption through food literacy interventions in tertiary settings, by making fresh produce more accessible while also tracking consumption insights to unlock future marketing activities and supply strategies.

Beyond the classroom, Veg4Me is an evidence-based resource developed by leading experts, local governments, and young adults, to support young people to eat more vegetables. Prompts and waste-reduction supports will be made available for busy households. Plus, an app and vegetable prescription programme tailored to the unique needs of 18-35 year olds living outside metropolitan areas, that will help connect regional Australians with more produce.

The Plus One Serve by 2030 Program forms part of Hort Innovation’s broader strategy to grow fruit, nut, and vegetable consumption by focusing on the life stages where habits are formed and futures are shaped. “Research shows that dietary behaviours established in adolescence and early adulthood often persist throughout life. By supporting young Australians to eat more vegetables now, we’re not only improving current intake, but influencing long-term patterns that drive sustained demand,” explained Fifield. 

The Plus One Serve program is coordinated nationally by Ausveg and co-funded through Hort Innovation’s Frontiers (Healthy Living theme), bringing together researchers, health agencies, retailers and growers.