FEATURE boost your healthy

In campaign to drive consumption of fresh produce

The Fresh veg, deliciously affordable campaign, highlighted that vegetables are not only nutritious but on average cheaper than many popular snack foods.

New research reveals that just one extra serve of vegetables a day could save families money, support farmers, and improve our health.

Supplied by AUSVEG

AUSTRALIANS have been urged to rethink their grocery habits as new research reveals that eating just one extra serve of vegetables a day could help ease cost-of-living pressures, improve national health, and save a vital farming industry.

The Fresh veg, deliciously affordable campaign, launched by the Outdoor Media Association (OMA) in partnership with Health and Wellbeing Queensland and AUSVEG, highlighted that vegetables are not only nutritious but can cost on average 65 cents a serve (75g), making them cheaper than many popular snack foods.

Despite this, new AUSVEG (the peak body for Australia’s vegetables, potatoes and onions industry) research, supported with funding from Hort Innovation, revealed Australians are currently eating only 1.8 serves of vegetables daily —a mere one third (36%) of the recommended five serves —with devastating effects on public health and the vegetable industry.

Elizabeth McIntyre, CEO of the Outdoor Media Association, said the campaign, which ran throughout February 2025, 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. 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.

Vegetables are significantly cheaper than common snack alternatives such as chips, muesli bars, and deli meats.

The campaign was timed well 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.

Michael Coote, CEO of AUSVEG, underscored 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. 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.”

The initiative also highlights the benefits to Australian households. Vegetables are significantly cheaper than common snack alternatives such as chips, muesli bars, and deli meats, which can cost upwards of 78 cents per serve.

Jemma O’Hanlon, Advanced Accredited Practising Dietitian, explained the health and cost consequences of low vegetable intake on our bodies and economy:

“Unhealthy food is everywhere —from petrol stations to school canteens —and it’s driving preventable diseases like obesity, heart disease, and type 2 diabetes. We’re spending $24 billion annually on avoidable healthcare costs. That money could fund programs to promote health and wellbeing instead. Vegetables are packed with fibre to nourish the gut, plus essential vitamins, minerals, and antioxidants that boost health and wellbeing.”

Local growers are also backing the campaign. Catherine Velisha, a Victorian vegetable grower, said it’s time for Australians to rally behind local produce:

“We’re working hard to grow fresh, local vegetables, but we need Australians’ support. If everyone added just one more serve of vegetables to their meals, it would change everything – for their health, for their budgets, and for the farmers who keep food on their plates. This campaign was a great way to support growers and encourage people to have more vegetables.”