Plus one serve: digital application to support increased vegetable consumption in rural communities (HN24006)

Project start date: 31/03/2025

Project completion date: 12/05/2028  

Summary:

This project is exploring an innovative approach to support young adults (aged 18–35) in rural, regional, and remote areas of Victoria to eat more vegetables. Through the development of a co-designed mobile app – Veg4Me – and a complementary vegetable prescription program, the project aims to overcome key barriers to healthy eating, including limited access to fresh produce, affordability issues, and time constraints. 

Currently, fewer than 3 per cent of young adults in these areas meet the recommended daily intake of five serves of vegetables. A review of existing digital health interventions found no programs tailored specifically to the unique challenges faced by rural and regional communities in Australia. Veg4Me fills this gap by combining behavioural support with practical access to fresh vegetables. 

The app offers personalised weekly recipes, vegetable education (including a 'Veg of the Week'), and a 240+ recipe library developed by the Heart Foundation. It also includes interactive tools such as a local food environment map, healthy eating resources, guided goal-setting, and tailored in-app newsletters. These features are designed to build confidence, boost motivation, and encourage sustained behaviour change. 

The vegetable prescription program provides participants with subsidised vegetable boxes. In Phase 1, boxes are provided for free for 12 weeks. In Phase 2, participants contribute to the cost gradually, allowing researchers to measure the program’s impact on long-term vegetable purchasing habits. Each box includes 6kg of fresh, locally sourced vegetables aligned with the app content to support practical application at home. 

In addition to improving health outcomes, the program strengthens local food systems by increasing demand for Australian-grown vegetables. If scaled nationally, this model has the potential to reach up to 7 million Australians living outside metropolitan areas. By targeting young adults, a key demographic for establishing lifelong habits, Veg4Me offers a scalable, cost-effective solution with the potential for intergenerational impact, supporting both community health and the future of Australian horticulture.