Veg box supplier hopes to boost produce consumption after new study shows Brits still don’t eat enough
Organic veg box supplier Riverford is launching the 30-Day Veg Pledge challenging families to include 30 different plant-based foods in their meals each week.
The initiative, designed to encourage families to eat more varied seasonal produce and improve their gut health, comes after Riverford commissioned a survey that revealed Brits still don’t eat enough fruit and veg.
Research conducted by Obsurvant revealed that over three quarters (77 per cent) of people don’t hit the recommended five pieces of fruit and veg a day, with most hitting one or two (37 per cent) or three-four portions (37 per cent), and only 15 per cent hitting the recommended five a day.
Better access to fresh, seasonal produce such as a veg box (26 per cent), more time (23 per cent) and knowing how they support gut health (25 per cent) would all make it easier for people to eat more fruit and veg, respondents said.
The research also revealed that nearly half (47 per cent) of Brits admit they rarely try new fruit and vegetables.
Some 45 per cent said they try to eat a variety but end up sticking to familiar favourites, with carrots, potatoes and broccoli dominating British plates.
Riverford has created a free downloadable sheet to challenge people to tot their plants up over the week and track progress. The supplier has also launched daily tips and recipes on its website and social media channels.
“At Riverford, we believe food should be as exciting as it is nourishing,” says Hannah Neville Green, co-owner and nutritional therapist. “The 30 Veg Pledge is a simple, family-friendly way to explore seasonal eating, and reconnect with the joy of fresh produce. It’s about celebrating the incredible diversity of what’s in season, discovering new flavours, and building habits that benefit the whole family.”
Riverford was founded by farmer Guy Singh-Watson in Devon in 1987 when he started delivering organic vegetables to 30 local homes via what was one of the first veg box schemes.
Riverford now delivers around 70,000 organic veg boxes every week across the UK.
