Increasing vegetable consumption by 2030: Program Coordinator (VG23016)

The Plus One Serve of Vegetables by 2030 program is a bold, collaborative initiative aimed at significantly increasing vegetable consumption across Australia by implementing evidence-based strategies and behaviour change interventions. The ultimate goal is to elevate the average daily vegetable intake by one serve per person by the year 2030.  

Challenge  

Despite the Australian Dietary Guidelines recommending a daily intake of five serves of vegetables and two serves of fruit, only 6.1 per cent of Australians meet this standard regularly.  The average daily consumption currently stands at just 2.2 serves per person, resulting in an annual shortfall of 18 to 27 billion vegetable serves. This underconsumption presents a significant missed opportunity for Australia’s vegetable industry, with a potential retail value of $4-6 billion being unrealised.  

Response  

To address this challenge, the program will implement a comprehensive, multi-project strategy designed to increase vegetable consumption in Australia by one serve per person per day by 2030.  

Utilising annual workshops, quarterly reporting, and opportunities for ideas exchange, a series of specialised, settings-based R&D projects will be conducted to build scientific evidence for behaviour change. These projects will target consumers with interventions that enhance value perception, improve literacy and skills, inspire enjoyment, normalise vegetable consumption, and positively transform environments where Australians live, learn, shop, and play.  

A project coordinator will oversee expert-led interventions in settings like early childhood learning, schools, retail, and homes, identified through extensive stakeholder consultation. Barriers to consumption will be systematically addressed through rigorous scientific experimentation and innovative, practical solutions, enhancing existing efforts.  

With only 6.4 per cent of vegetables exported and one third of growers considering leaving the industry, boosting domestic consumption is critical. Adding one daily serve could generate a $2 billion revenue increase, alongside health, economic, and social benefits.  

Benefit  

An additional daily serve of vegetables (75 grams or 1/2 cup) per person would lead to over 9.1 billion more serves consumed annually in Australia, increasing production from 3.7 million tonnes to over 4.6 million tonnes, accounting for 25 per cent in-home food waste.  

Achieving this goal would deliver widespread benefits, including a $4.68 billion increase in value to the vegetable industry, $3.30 billion in net supply chain economic benefits, 12,841 new regional jobs, and a $1.38 billion reduction in healthcare costs. Over six years, each dollar invested in the program is expected to yield a $12.30 return.  

One additional serve of vegetables per day would also boost volume for Australian growers and supply chain operators by $1.3 billion, requiring a 30 per cent production increase for a 21 per cent rise in consumer demand, and add $1.6 billion in economic value across the supply chain.