CONSUMPTION
Driving vegetable consumption across generations
Vegetable consumption in Australia is at critically low levels, with Australians averaging just 2.2 serves per day—less than half the recommended five serves. Among teenagers and young adults, the situation is even more concerning: in 2022, only 3.5% of adolescents met daily intake guidelines, and some consumed no vegetables at all.
This underconsumption poses significant health risks and represents a missed opportunity for growers.
To tackle this challenge, Hort Innovation, in partnership with AUSVEG, has developed the Plus One Serve by 2030 initiative, a bold national program aiming to help every Australian add one extra 75g serve of vegetables daily by 2030.
This is designed to deliver health benefits, reduce healthcare costs, and unlock long-term value for the vegetable industry.
Why it matters
Low vegetable intake isn’t just a health issue—it signals the need for systemic change. As Hort Innovation CEO Brett Fifield explains, “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.”
“When we make veg the easy, everyday choice, families, growers, and the nation all benefit.”
AUSVEG CEO Michael Coote
How it works:
The program translates research into practical actions across everyday settings - home, schools, tertiary education, retail, and communities - to make vegetables more visible, convenient, and appealing.
Key projects include
Primary schools
Co-designed canteen and classroom trials to normalise vegetables during snack breaks.
Secondary schools
Affordable, culturally relevant menu options and student-led activations to make veg the default choice.
Tertiary education
Food literacy interventions and improved access to fresh produce.
Beyond the classroom
Digital tools like the Veg4Me app and a vegetable prescription program tailored for young adults, particularly in regional areas.
Primary schools
Co-designed canteen and classroom trials to normalise vegetables during snack breaks.
Secondary schools
Affordable, culturally relevant menu options and student-led activations to make veg the default choice.
Tertiary education
Food literacy interventions and improved access to fresh produce.
Beyond the classroom
Digital tools like the Veg4Me app and a vegetable prescription program tailored for young adults, particularly in regional areas.
The bigger picture
Adding one extra serve per person daily could generate 9.1 billion additional serves annually, boost production by 678,000 tonnes, and deliver an estimated $4.68 billion in economic benefits, including $1.38 billion in healthcare savings and 12,841 new jobs. For every $1 invested, the expected return is $12.30.
By embedding vegetables into everyday routines early, Plus One Serve by 2030 aims to improve public health and create stronger market opportunities for growers - shaping healthier communities and a thriving horticulture sector.
At Hort Innovation, everything we do is built on our vision to create a prosperous and sustainable Australian horticulture industry built on innovation.
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