A new campaign is highlighting the benefits of eating just one extra serve of vegetables a day.
The ‘Fresh veg, deliciously affordable’ campaign, launched by the Outdoor Media Association (OMA) in partnership with Health and Wellbeing Queensland and AUSVEG, suggests that vegetables are not only nutritious but can cost on average 65¢ a serve (75g), making them cheaper than many popular snack foods (Healthylife, ‘Living healthy report’, 2024).
Despite this, new AUSVEG research, supported with funding from Hort Innovation, reveals Australians are currently eating only 1.8 serves of vegetables daily – one third (36%) of the recommended five serves – with “devastating” effects on public health and the vegetable industry.
OMA CEO Elizabeth McIntyre says the campaign – which is now live until the end of February – delivers an important message at a critical time for households and vegetable growers.
“We know that Australian households and vegetable growers are facing tough times,” she says.
“With vegetable consumption rates dropping, there’s a real opportunity to improve consumer habits with better education. The truth is in-season vegetables are one of the most affordable ways for families to eat well and enjoy nutritional benefits.
“‘Fresh veg, deliciously affordable’ is all about educating consumers on how adding just one extra serve of vegetables a day can make a big difference, not just for their health, but also their budget and in supporting local growers.
“Now is a great time for Aussies to add veggies to back-to-school and work lunch boxes and support ‘new year, new me’ resolutions.”
Veg industry threat
The campaign comes as more than a third (34%) of Australian vegetable growers are considering leaving the industry within 12 months due to rising costs and falling demand (AUSVEG, ‘Vegetable industry sentiment report’, September 2024).
AUSVEG CEO Michael Coote underscores the urgency of this issue.
“Australian vegetable growers are essential to ensuring consumers across the country continue to have access to the delicious range of produce that is crucial to national health and wellbeing,” he says.
“Sadly, we’re facing a very real risk. The less growers we have in the industry, the less vegetable produce Australians will have to enjoy and benefit from as a nation.
“Just one extra serve of vegetables per person per day could add $4.68 billion to the economy by 2030, add 12,841 jobs across the country and reduce healthcare costs associated with cardiovascular disease, cancer and type 2 diabetes by $1.36 billion.”
For more information about the ‘Fresh veg, deliciously affordable’ initiative, including recipe ideas, shopping tips and nutritional information, visit boostyourhealthy.com.au.
