Plus One Serve is a high-impact, inclusive, nationally coordinated program, backed by seed funding from Hort Innovation and co-designed to deliver long-term health, economic, social and sustainability outcomes for all Australians.
The program leverages national co-investment across government, industry, philanthropy, and the food and health sectors to multiply impact. It delivers measurable, triple-bottom-line outcomes across everyday settings, reaching children, families, communities and industry, with a strong equity focus on supporting those most in need through evidence-based design and rigorous evaluation.
Plus One Serve requires pooled investment across government, philanthropy, industry and community partners to activate a national behaviour change effort. Between 2025 and 2030, an estimated $1.168 billion in co-investment will be required across research, implementation, behaviour change, and policy systems to sustain and scale the +1 Serve goal.
Ways to invest
Core Program Funding and R&D: We are co-designing, co-investing and co-delivering the program alongside Hort Innovation, AUSVEG and our R&D delivery partners.
National Behaviour Change: Designed for philanthropic and government organisations with a vested interest, this pathway offers a range of impactful investment opportunities:
- Drive National Behaviour Change: Support a powerful, multi-layered campaign that inspires Australians to eat more vegetables every day.
- Invest in an Impact Area: Direct your investment toward improving wellbeing, equity, sustainability and/or regional communities.
- Grow Impact in a Key Setting: Focus on a priority setting for change, including homes, schools, early learning or communities.
- Co-design a Branded Project: Partner with us to develop a bespoke initiative that reflects your organisation’s values while delivering national impact.
Pledge for More Veg: Designed for food system and health sector organisations with a vested role, this initiative involves co-developing a tailored, public-facing action plan aligned with our Commitments Framework and focused on measurable impact.
Investment Structures
Plus One Serve welcomes both cash and in-kind investment, recognising that contributions such as expertise, media, data, staff time and infrastructure are essential to achieving the +1 serve by 2030. Cash funding can be pooled through the National Impact Fund to support coordinated national delivery, or directed to specific projects, settings or strategic pillars aligned to funder priorities.
Flexible, multi-layered investment options enable organisations of all sizes across the food system to participate in ways that reflect their capacity and strengths, supporting a genuinely collective, whole-of-system approach.
All investment is transparently tracked through a national monitoring and reporting framework, with regular dashboards, impact reports and evaluations, alongside tailored stewardship for partners. Philanthropic investment plays a key catalytic role in enabling innovation, supporting priority populations and accelerating impact across sectors.