Every great brand starts with a story.
As part of the Get the Edge. Eat More Veg. campaign, Plus One Serve, led by AUSVEG and powered by Hort Innovation, is proud to introduce Australian Vegetables – a new brand created to celebrate the fresh, seasonal vegetables grown by Australian growers and enjoyed by communities across the country every day.
More than just a logo, Australian Vegetables represents the people, produce and purpose behind one of Australia’s most important industries. It has been designed to showcase the quality, diversity and abundance of Australian-grown vegetables while creating a recognisable symbol that consumers can connect with and trust.
Inspired by Australia’s Food Bowl
The Australian Vegetables logo takes its inspiration from Australia’s food bowl, representing the incredible variety, freshness and abundance of vegetables grown across the nation. A touch of happiness has been woven into the design to reflect the enjoyment that vegetables bring to everyday meals and the positive role they play in supporting healthier lives.
The identity has also been designed to evolve throughout the year, featuring different seasonal vegetables that celebrate the changing harvests produced by Australian growers. With its subtle crinkle texture and fresh produce tag styling, the logo captures the authentic, home-grown feel of vegetables harvested fresh from Australian farms.
Celebrating the Growers Behind Every Harvest
Behind every vegetable is a grower committed to producing fresh, nutritious food for Australian families.
Every day, Australian vegetable growers supply more than 10,000 tonnes of fresh vegetables to communities across the country. In fact, 98% of the fresh vegetables consumed in Australia are grown right here at home, with only around 6% exported.
This means that supporting Australians to eat more vegetables doesn’t just benefit individual health – it also strengthens demand for locally grown produce, supports growers and regional communities, and contributes to Australia’s long-term food security.
Why It Matters
Australians are currently eating an average of just 1.8 serves of vegetables per day, well below the recommended five serves.
That’s why Plus One Serve exists.
Our mission is to inspire every Australian to add just one extra serve of vegetables each day by 2030. Small changes made by millions of people can create meaningful improvements in health, strengthen our food system, increase demand for Australian-grown vegetables and deliver lasting benefits for growers, communities and future generations.
The Australian Vegetables brand is an important part of that journey – helping connect Australians with the fresh produce grown in their own backyard and encouraging more vegetables to be enjoyed every day.
Join the Movement
Whether you’re a grower, retailer, educator, health professional, workplace, school or simply someone who loves vegetables, you can help create a healthier future.
Take the Pledge for More Veg and join the movement to inspire Australians to eat one more serve of vegetables every day by 2030.
