Shifting the dial on vegetable consumption: National strategy and baseline summary

The summary of the Plus One Serve national strategy and baseline report is now available. This report details the extensive research, insights and recommendations behind the Plus One Serve initiative, and the program’s strategic approach to increasing daily vegetable intake.  

Developed in collaboration with industry partners including Corporate Value Associates (CVA), CSIRO, AgEcon, The Shannon Company, and AUSVEG, the strategy provides a clear, evidence-based roadmap to grow demand, strengthen farm viability, and build a thriving future for Australian vegetable growers. 

This foundational document has been designed to highlight potential opportunities for vegetable growers and industry, outlining: 

• Australia’s current vegetable consumption 
• Global best-practice learnings 
• Behaviour change frameworks 
• Modelled investment scenarios 

By working towards every Australian adding just one extra serve of vegetables daily by 2030, the strategy projects a triple-bottom-line of benefits valued at $4.68bn: 

• $3.30B in net supply chain economic benefits – flowing directly to vegetable growers and across the supply chain 
• $1.38B reduction in healthcare costs – supporting a healthier nation and stronger demand 
• 12,841 new jobs – many in regional communities 

For every $1 invested, there is an expected $12.30 return on investment. 

Access the Summary here. 

This project (VG23005) has been funded by Hort Innovation using the vegetable research and development levy and contributions from the Australian Government.