Plus One Serve by 2030 is Australia's national program to increase vegetable consumption.
PLUS ONE SERVE
of vegetables by 2030
Heading to the Perth Royal Show? Drop by the Farm 2 Food Pavilion and discover Plus One Serve
Plus One Serve by 2030 is Australia's national program to increase vegetable consumption through the simple habit of adding one extra serve (75g) of vegetables each day by 2030.
LED by AUSVEG and powered by Hort Innovation, the program brings together partners from across agriculture, health, research, education, retail, government and community sectors to improve public health, strengthen food security and support a sustainable vegetable industry.
The Plus One Serve program is an evidence-led national initiative designed to increase vegetable consumption. It combines literature reviews, national community listening and the co-design of Research and Development (R&D) projects to build an evidence base and support action across a range of settings.
Insights from this work help inform the development of national action plans that support practical initiatives in the places where Australians live, shop, learn, work, connect and play. By meeting people where they are, the program creates more opportunities to support positive behaviour change. Together, these actions aim to inspire Australians to add one more serve of vegetables each day and make vegetables a more regular part of everyday meals.
The Plus One Serve and vegetablesWA teams will be attending the Perth Royal Show in September as part of the Farm 2 Food Pavillion.
Visitors to the Perth Royal Show will learn practical ways to add more vegetables to their everyday meals.
To further support the program, the Pledge for More Veg encourages organisations to make commitments that help increase vegetable demand and consumption across Australia. One of Australia's most respected chefs, author and fourth generation farmer Matt Moran AM, has officially joined the national movement as Ambassador for the Plus One Serve program, encouraging more Australians to eat more Aussie-grown vegetables.
As part of the broader national effort we have launched a regional trial in Gippsland Victoria for the National Behaviour Change campaign that will be rolling out across Australia in February 2027. The campaign, Get the Edge. Eat More Veg, is about heroing the everyday benefits of eating more veg and the AUSVEG — Plus One Serve and Vegetables WA team will be at the Royal Show to bring this to life.
Top: Veg Edge campaign. Above: Chef, Restauranteur, and 4th Gen Farmer, Matt Moran AM signs the Pledge for More Veg. Featured left to right: Justine Coates (Managing Director, Plus One Serve, AUSVEG), Matt Moran AM, Michael Coote (CEO, AUSVEG), Lucy Gregg (General Manager of Corporate Affairs, AUSVEG).
More information
This project has been funded by Hort Innovation, using the Vegetable research and development levy and contributions from the Australian Government.
Plus One Serve by 2030
We can't do this alone. Talk to our team about how you can get involved and help make this change a success.
Join the national movement for healthier eating!
Visit us at the Perth Royal Show from 26 September to 3 October in the Farm 2 Food Pavilion.
Come along, get inspired, and take the Pledge for More Veg!