“Plus One Serve by 2030” Campaign Aims to Boost Veggie Consumption

Australia’s vegetable industry has launched a coordinated national effort to lift vegetable consumption, with Hort Innovation and AUSVEG unveiling the Plus One Serve by 2030 program. The initiative aims to help Australians add one extra 75-gram serve of vegetables each day by the end of the decade.

According to the Australian Bureau of Statistics, Australians eat just 2.2 serves of vegetables a day—less than half the recommended amount. Among teenagers, the numbers are particularly alarming, with only 3.5 per cent meeting daily guidelines.

Hort Innovation CEO Brett Fifield said low vegetable intake signalled a need for change.

“Low vegetable consumption isn’t just a health concern—it’s a signal we need to do things differently. By breaking down barriers and building lifelong healthy habits, we’re helping vegetables take their rightful place at the centre of Australian diets,” he said.

AUSVEG Chief Executive Michael Coote said the program would unite research, health partners and retailers to make vegetables the “easy, everyday choice.”

“When we make veg the easy option, families, growers and the nation all benefit.”

Projects will target every stage of life—from school canteens and tertiary campuses to regional households—with initiatives designed to make vegetables more visible, convenient and appealing.

“By supporting young Australians to eat more vegetables now, we’re influencing lifelong habits that deliver better health outcomes and stronger markets for growers," Mr Fifield said.