Australia’s fresh produce industry has teamed up with beloved children’s entertainers, The Wiggles, in a national campaign to encourage children to eat more fruit and vegetables.  

Launched today at Hort Connections by the International Fresh Produce Association Australia and New Zealand (IFPA ANZ), the campaign will be rolled out across digital, social, at concerts and through colourful resources to promote fruit and vegetables in an age-appropriate, educational and positive way. 

It comes as new research reveals that while two-thirds of Aussie parents say it’s very important that their children eat the recommended amount of fruit and vegetables, less than half say that fruit and vegetables actually make up most of their child’s snacks.  

The research, conducted by 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.  

Supported by Hort Innovation, the campaign titled, “Fruit and Veggies Yummy Yummy,” aims to be joyful and energetic and inspire a life-long love of fruit and vegetables among children.  

Original Blue Wiggle Anthony Field said the collaboration was a natural fit, given The Wiggles’ longstanding relationship with Australia’s fruit and vegetable industry with their iconic songs for children that celebrate fresh food.  

"We’re so excited to be part of this campaign and to support the mission of helping children eat more fruit 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."  

IFPA (Australia and New Zealand) Managing Director Belinda Wilson said the campaign aimed to support Australian growers and drive consumption by nurturing a life-long love for fruit and veg among children.  

“Our research shows that Australian parents are already involving their children in food preparation and decision-making from an early age. By partnering with The Wiggles, we’re building on that foundation to help children fall in love with fruit and vegetables and encourage them to ask for them at the supermarket,” she said.  

Hort Innovation, CEO Brett Fifield shared his hope that the campaign will inspire greater consumption by Australian children, and their families by extension.  

“We know how important early healthy eating habits are and our hope is that this colourful campaign will encourage early behaviour adoption in Australian households and increase consumption of fresh fruit and veggies” he said.   

Funding partners for the campaign are Hort Innovation, International Fresh Produce Association Australia and New Zealand, AUSVEG, Perfection Fresh, Flavorite, Mitolo Family Farms and banana growers Premier Fresh and MacKays Marketing.