Secure Australia’s Health, Economy and Food Supply
Australia’s health bodies, growers and industry leaders are calling for a $125M investment in a behaviour change program to boost vegetable consumption by one serve per person per day by 2030 to ensure a healthier, sustainable future. Support Plus One Serve by 2030 and sign the open letter.
Join the movement for healthier eating
Plus One Serve by 2030, led by AUSVEG, is a national behaviour change initiative to increase vegetable consumption, improve health, support growers and strengthen Australia’s food security. We need your support to make this happen.
The health crisis we can no longer ignore
Australians eat 19kg less vegetables per person per year than in 2001, with intake at just 1.8 serves daily. Only 6.5% of adults and 4.6% of children meet the recommended five-plus dietary serves daily. Malnutrition affects 80% of older Australians and younger generations face shorter lives. This health emergency is fuelling chronic diseases and straining healthcare systems.
What is a Serve?
A serve is defined as 75 grams of vegetables or legumes. This is half a cup of cooked vegetables or one cup of leafy greens.
Healthcare Savings
$1.4B decrease in healthcare costs driven by reductions in chronic disease incidence and healthcare expenditure.
Impact on growers and the economy
As vegetable demand declines, 1 in 3 growers may leave the industry within a year. This means higher food costs, fewer local farms, and greater reliance on imports, jeopardising Australia’s food security. With 98% of fresh vegetables grown locally, we must act now to support growers and protect our nation’s health.
Economic Benefits
$3.3 billion net supply chain boost across regions and retailers.
Job Creation
12,841 new jobs in vegetable production areas by 2030.
The power of
Plus One Serve
The good news is there is a simple solution with significant benefits. Adding just one extra serve (75g) of vegetables per person per day will deliver a powerful triple bottom line of benefits, improving the economic, health, social and environmental wellbeing for all Australians.
Total Economic Benefits
Healthcare Savings
Vegetable supply chain boost
The time to act is now
“Failing to act will have dire implications not only for the long-term viability of Australia’s vegetable industry, but also national food security. Australia’s health depends on our growers. A national behaviour change program can improve health, support farmers and strengthen food security. Sign the open letter today.”
- Bill Bulmer (Chair, AUSVEG)
Supporter Testimonials
"Australian consumers are facing a cost-of-living crisis, putting pressure on the economy and raising concerns in the vegetable industry. AUSVEG is dedicated to national campaigns that encourage vegetable consumption and prevent growers from exiting the sector. This initiative aligns with our commitment to reconnect Australians with vegetables, support growers, and strengthen regional economies."
"Unhealthy food is everywhere – from petrol stations to school canteens – and it’s driving preventable diseases like obesity, heart disease, and type 2 diabetes. We’re spending $24 billion annually on avoidable healthcare costs. That money could fund programs to promote health and wellbeing instead. Vegetables are packed with fibre to nourish the gut, plus essential vitamins, minerals, and antioxidants that boost health and wellbeing.”
"We’re working hard to grow fresh, local vegetables, but we need Australians’ support. If everyone added just one more serve of vegetables to their snacks or meals, it would change everything – for their health, for their budgets, and for the farmers who keep food on their plates. This program is a great way to support a vital industry and encourage people to have more vegetables and healthier lifestyle."
Invest in Australia’s Health
A serve of vegetables is just 75g, or about half a handful. This investment aims to secure federal funding and align with NHMRC recommendations to improve public health.
Essential Research Insights
Explore our vital research documents.
Dedicated professionals
Dedicated professionals committed to improving health.
Michael Coote has been AUSVEG CEO since 2021, previously leading export development to expand market opportunities for Australian growers. With over a decade of vegetable industry experience, he has driven positive transformation and consulted across government, not-for-profits, and industry associations.
Justine is the Managing Director of Plus One Serve, dedicated to building sustainable futures for human and planetary health. With expertise in agriculture, health sectors, and funding models, she drives investment and consumer demand strategies that strengthen the vegetable industry.
As the Senior Public Health Nutritionist of Plus One Serve, Kylie leads the settings-based R&D projects that are designed to build the scientific evidence that is needed to drive a positive change in vegetable consumption.
Support the Cause
Every voice counts—your support can make a difference. We are calling on individuals, the health sector, vegetable industry and supply chain, organisations, all levels of government, researchers and communities to stand together. Take action today and sign the petition to show you stand behind this important cause.
