Ausveg backs new outdoor media campaign promoting healthy, affordable vegetables

Ausveg has partnered with the Outdoor Media Association (OMA) and Health and Wellbeing Queensland to launch ‘Fresh veg, deliciously affordable’ a new marketing campaign aimed at increasing vegetable consumption.

The campaign urges consumers to rethink their grocery habits, highlighting new Ausveg research – supported with funding from Hort Innovation ­– that shows eating just one extra serve of vegetables a day could help ease cost-of-living pressures, improve national health, and save a vital farming industry.

This follows additional research that Australians currently only eat 1.8 serves of vegetables daily – a mere one third (36 per cent) of the recommended five serves.

Elizabeth McIntyre, chief executive of the Outdoor Media Association, said the campaign – which runs through February – delivers an important message at a critical time for households and vegetable growers.

“We know that Australian households and vegetable growers are facing tough times. With vegetable consumption rates dropping, there’s a real opportunity to improve consumer habits with better education. The truth is, in-season vegetables are one of the most affordable ways for families to eat well and enjoy nutritional benefits. ‘Fresh veg, deliciously affordable’ is all about educating consumers on how adding just one extra serve of vegetables a day can make a big difference, not just for their health, but also their budget and in supporting local growers,” said McIntyre.

“Now is a great time for Aussies to add veggies to back-to-school and work lunch boxes and support ‘new year, new me’ resolutions.”

The campaign comes as more than a third (34 per cent) of Australian vegetable growers are considering leaving the industry within 12 months due to rising costs and falling demand, according to Ausveg. Michael Coote, chief executive of Ausveg, underscored the urgency of this issue. 

“Australian vegetable growers are essential to ensuring consumers across the country continue to have access to the delicious range of produce that is crucial to national health and wellbeing. Sadly, we’re facing a very real risk. The less growers we have in the industry, the less vegetable produce Australians will have to enjoy and benefit from as a nation.

“Just one extra serve of vegetables per person per day could add A$4.68bn to the economy by 2030, add 12,841 jobs across the country and reduce healthcare costs associated with cardiovascular disease, cancer and type 2 diabetes by A$1.36bn.”

The initiative also highlights the benefits to Australian households. Vegetables are significantly cheaper than common snack alternatives such as chips, muesli bars, and deli meats.

Robyn Littlewood, chief executive of Health and Wellbeing Queensland, emphasised the opportunity for families.

“Two in three adults and one in four children live with overweight or obesity. In fact, living with overweight or obesity has now overtaken tobacco smoking as the leading risk factor contributing to disease burden,” said Littlewood.

“This campaign is aimed at improving health and lowering the cost of the weekly grocery shop, and in the long-term having a positive financial impact through decreased healthcare costs.

“Health and Wellbeing Queensland is here to make healthy happen for everyone, no matter where they live.”

Local growers are also backing the campaign. Catherine Velisha, a Victorian vegetable grower, said it’s time for Australians to rally behind local produce.

“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 meals, it would change everything – for their health, for their budgets, and for the farmers who keep food on their plates. This campaign is a great way to support growers and encourage people to have more vegetables,” said Velisha.