AUSTRALIANS are being encouraged to boost their vegetable intake as new research reveals that eating just one extra serve daily could ease cost-of-living pressures, improve national health, and support struggling farmers.
The Fresh Veg, Deliciously Affordable campaign, launched by the Outdoor Media Association (OMA) in partnership with Health and Wellbeing Queensland and AUSVEG, highlights that vegetables are both nutritious and cost-effective, averaging just 65 cents per 75g serve—cheaper than many snack foods.
Despite this, Australians consume only 1.8 serves of vegetables per day—just 36 per cent of the recommended five serves.
New AUSVEG research, funded by Hort Innovation, shows that affordability concerns are limiting consumption, with 72 per cent of consumers citing cost as a barrier. Shockingly, 93 per cent of Australians do not eat enough vegetables, and less than one in 15 adults meet the daily recommended intake.
Among children, only 4.6 per cent consume enough, while 4.5 per cent eat none at all.
OMA CEO Elizabeth McIntyre said the campaign, running until the end of February, aims to change perceptions and boost consumption.
“We know Australian households and vegetable growers are struggling. In-season vegetables are among the most affordable ways for families to eat well. This campaign is about showing how one extra serve a day can improve health, reduce grocery costs, and support local growers.”
The initiative comes as a third of Australian vegetable growers consider leaving the industry within a year due to rising costs and falling demand.
AUSVEG CEO Michael Coote warned of the consequences: “Fewer growers mean fewer fresh vegetables for Australians. One extra serve per person per day could add $4.68 billion to the economy by 2030, create nearly 13,000 jobs, and reduce healthcare costs by $1.36 billion.”
Health experts say the benefits are undeniable. Dr Robyn Littlewood, CEO of Health and Wellbeing Queensland, highlighted the national obesity crisis, while dietitian Jemma O’Hanlon pointed to the $24 billion spent annually on preventable diseases.
Victorian vegetable grower Catherine Velisha urged Australians to act: “If everyone added just one more serve of veggies, it would change everything—for their health, their wallets, and for farmers keeping food on their plates.”
