With only 6.1% of Australians meeting daily dietary guidelines for vegetable and fruit consumption, the program seeks to drive behavioral change through evidence-based strategies. By encouraging Australians to eat just one more serve of vegetables per day, the initiative could result in an additional 9.1 billion vegetable servings consumed annually—translating to 680,000 tonnes of increased vegetable demand.
Brett Fifield, CEO of Hort Innovation, highlighted the broader impact of the initiative: “The chronic underconsumption of vegetables affects all Australians. Increasing daily intake by just one serve will not only enhance public health but also strengthen our agricultural sector, create jobs, and reduce food waste, benefiting the entire economy.”
The program is being spearheaded by AUSVEG, in collaboration with partners including The Growth Advisory, Fiftyfive5 (part of Accenture Australia), Akcelo, and AgEcon. Designed with input from over 48 cross-sector organizations spanning industry, science, healthcare, government, and community groups, the initiative aims to leverage global best practices to maximize its impact.
Michael Coote, CEO of AUSVEG, emphasized the significance of this program for the industry’s long-term viability: “Low vegetable consumption has been a persistent concern, not just for public health but also for Australian growers. This initiative presents a multi-billion-dollar opportunity—benefiting farmers, the economy, and the health of Australians alike.”
One of the most compelling aspects of this R&D program is its projected return on investment. With the initiative set to run until 2030, every dollar invested is expected to yield a $12.30 return over six years, reinforcing the financial viability and far-reaching benefits of this large-scale intervention.
By prioritizing consumer behavior research and targeted marketing efforts, this initiative hopes to instill long-term dietary changes, ensuring sustained demand for Australian-grown vegetables. With a holistic approach that integrates economic growth, job creation, and public health improvements, Australia’s latest R&D program is poised to set a new standard for agricultural innovation worldwide.
The new R&D program marks a significant step toward transforming Australia’s agricultural landscape and public health sector. By addressing declining vegetable consumption with a structured, research-backed approach, this initiative not only ensures economic prosperity for growers but also fosters a healthier population. With substantial investments and cross-sector collaborations, Australia is setting an example for how agriculture and health can be strategically intertwined for national benefit.
