Following last month’s announcement at Hort Connections, we are incredibly proud to spotlight our new Plus One Serve program ambassador: legendary chef, author and fourth-generation farmer Matt Moran AM. When it comes to understanding the true value of Australian produce, few can match Matt’s unique perspective.
Food has been his life’s work and greatest passion for more than 40 years. Since opening his first restaurant at just 22, Matt is now responsible for establishing some of Australia’s most iconic and long-standing restaurants. He is a pioneer of the Paddock to Plate food philosophy in Australia, which is the centre of everything he does across his restaurants, television programs and regenerative farming practices.
Matt is a fourth generation NSW farmer with a 1000 acre farm in the Central Tablelands (Moran Family Farm). Through his first-hand understanding of Paddock to Plate, he draws creativity from his relationship between land and table, fuelling his ambition to inspire household cooks and highlight the sheer importance and hard work of Australian farmers. As Matt so beautifully puts it:
‘It’s not easy for a grower… You might need a doctor one or two times a year, but you need a farmer three times a day. Breakfast, lunch and dinner. Respect and look after them.’
Matt’s alignment with Plus One Serve extends across his latest food security and sustainability ventures. Last year Matt partnered with OzHarvest to relaunch Good and Fugly, a NSW based produce delivery enterprise on a mission to shape a food system that sustains farmers and reduces food waste. He’s also a partner in Saveful – a fellow pledge signatory to Plus One Serve. Saveful helps people cook smarter with the food they already have at home. With the newest technology, the app helps you make the most of what’s available in your fridge, freezer and pantry, suggesting recipes based those ingredients. Matt supports the great potential in how the app can reduce food waste.
Recently, Matt met with AUSVEG CEO Michael Coote, General Manager Lucy Gregg and Plus One Serve’s managing director Justine Coates to officially sign the Pledge for More Veg. Reflecting on the partnership, Matt shared what this commitment means to him.
‘Signing the Pledge means so much to me. It’s all about one more serve a day will make a difference. Not just to you, your health but also the farmers. As a chef and a restaurateur, I’m only as good as what I put on the plate… without those producers and farmers, I would not be the person I am today.’
We look forward to continue working with Matt Moran as we continue to support Australians to eat one more serve of vegetables per day by 2030.
To expand our mission we are calling on organisations across the food system, health sector, policy makers, and community-based businesses to get onboard with the Pledge for More Veg. Reach out to us to how you too can get involved.
