Australian parents will get a helping hand from beloved children’s entertainers, The Wiggles, to encourage their children to eat more fruit and vegetables. The Australian fresh produce industry has united behind a new campaign, called Fruit and Veggies Yummy Yummy, to inspire a life-long love of fruit and vegetables among children.

In a new twist on The Wiggles’ iconic song Fruit Salad Yummy Yummy, the campaign will roll out nationwide across digital, social and retail channels, at concerts and through colourful resources designed especially for young children and their families.

New research has found two-thirds of Aussie parents say it's very important that their children eat the recommended amount of fruit and vegetables. However, less than half say that fruit and veg actually make up most of their children’s snacks.

The research, conducted by the International Fresh Produce Association Australia and New Zealand (IFPA ANZ) in seven countries also found Australian parents are less likely than international parents to think it’s very important that children eat the recommended daily amount of fruit and vegetables.

The findings have prompted the fruit and vegetable industry to launch the unprecedented campaign to inspire a love of fruit and veg with its littlest consumers.

To support the initiative, a new website designed specifically for preschool-aged children has gone live at www.fruitandveggies.org with simple recipes, games, interactive and downloadable activities, lunchbox tips, party ideas and Meet the Grower videos.

OG Blue Wiggle Anthony Field said the campaign aimed to make fruit and vegetables exciting, familiar and fun for children.

“We’re so excited to be part of this campaign and to support the mission of helping children eat more fruits and vegetables. With more than 30 years of singing songs like ‘Fruit Salad Yummy Yummy’ and ‘Hot Potato’, this partnership takes our commitment even further, really showing children just how fun and
delicious healthy eating can be,” he said.

IFPA (Australia and New Zealand) Managing Director Belinda Wilson said the campaign was a win for growers, children’s health and for the wellbeing of the nation.

“This campaign is powered by the entire industry - growers, suppliers, retail stores and our peak bodies - all coming together behind a shared goal,” she said.

“It’s a joyful and evidence-based way to drive real change, helping children to build healthy habits and boosting demand for fresh produce at a time when our growers need it most.”

The campaign's funding partners are Hort Innovation, the International Fresh Produce Association Australia and New Zealand, AUSVEG,  Perfection Fresh Australia, Flavorite, Mitolo Family Farms and banana growers Premier Fresh Australia and Mackay’s Marketing.