Australian horticulture plays an essential role in the health, wellbeing and lifestyles of Australians. Yet consumption of fresh produce continues to fall short of recommended levels. This presents both a public health challenge and an opportunity to strengthen demand, support grower returns and build confidence across our horticulture markets. 

At this year’s Impact Update, industry leaders explored how increasing consumption is a shared responsibility and how education, marketing and long-term investment can work in tandem to encourage consumers to introduce more greenlife, fruit, vegetables, and nuts into their lives.   

A key theme of the discussion was that value extends beyond price - helping consumers see fresh produce and greenlife as essential parts of daily life, with convenience, quality, taste and trust in Australian-grown products shaping the purchasing pipeline. It also highlighted the broader value horticulture delivers to communities, including examples such as green spaces supporting healthier lifestyles, improved wellbeing and more enjoyable environments.

Watch the full session: 

Key takeaways

• Education creates lasting change: Helping consumers understand the health and nutrition benefits of fresh produce is critical to increasing consumption.
• Focus on value, not just price: Positioning horticulture as essential to health and wellbeing can strengthen demand and reduce price sensitivity.
• Collaboration is key: Addressing consumption trends requires a coordinated, whole-of-industry approach to achieve impact at scale.  
• Long-term investment delivers results: Programs designed to influence consumer behaviour take time but create sustainable demand and stronger market foundations.
• Turning intent into action matters: The greatest opportunity lies in helping consumers move from recognising the benefits of fresh produce to purchasing and consuming it more often.

Demand growth is not achieved overnight. It requires sustained investment, strong industry collaboration, and meaningful consumer engagement. By bringing consumers into the story of horticulture, strengthening the connection between their lives and the industry, we can build demand, support grower profitability, and create more resilient markets for the future. 

See more Impact Update sessions here:

• "Exports unlock business diversification": Hort Innovation Impact Update
• Productivity gains start with seeing what's possible
• Biosecurity preparedness front and centre at Hort Innovation inaugural Impact Update
• Inaugural Impact Update connects growers to future of industry investment