Completed project
National strategy, baseline and value perception study for Plus one serve by 2030 program (VG23005)
Publication date: February 21, 2024
Delivery Partner: AUSVEG
This investment laid the groundwork for the ‘Plus One Serve of Vegetables by 2030’ program by developing a strategy to encourage Australians to eat more vegetables, establishing a baseline to measure progress against, and delivering a study into how Australians currently perceive vegetables.
Challenge
This project and the overall ‘Plus One Serve of Vegetables by 2030’ program was initiated to address Australia’s persistently low (and declining) vegetable consumption levels.
Response
The key output of this project was a strategy to increase vegetable consumption, as well as an updated national vegetable consumption baseline and the delivery of a study exploring strategies to address poor vegetable value perception held by most Australian consumers.
The target audience for the report is varied – essentially the many and diverse range of organisations with a vested interest in increasing vegetable consumption, including all levels of government, vegetable growers, their representative bodies and other commercial interests within and outside the vegetable supply chain.
This report includes a new vegetable consumption baseline of 1.8 serves per person each day and modelling that shows Plus One is a realistic and achievable target. An optimal scenario requires an investment of $1.067 billion over six years, with a focus on consumer value perception in retail and behaviour change in the home and education settings. Robust economic modelling has shown a return on investment of $12.50 for every $1 invested.
This report recommends the adoption and execution of the ‘Plus One Serve of Vegetables by 2030 program - a wide-ranging transformational initiative across multiple settings, spanning several years and involving various delivery and investment partners.
Benefit
If all Australians were to consume an additional serve (75g) of vegetables each day, the potential economic benefits are significant. By 2030, a value of $4.68 billion could be realised, including a net supply chain economic benefit of $3.03 billion distributed across the vegetable growing regions and along the vegetable supply chain. This initiative could also lead to a $1.36 billion decrease in healthcare costs from reduced health risks, and the creation of 12,841 new jobs across vegetable production regions. Achieving these benefits will require unprecedented levels of cooperation, collaboration, and co-investment from all stakeholders.
This project was a strategic levy investment in the Hort Innovation Vegetable Fund
© 2026 Horticulture Innovation Australia Limited.
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