When it comes to getting Australians to eat more vegetables, one thing is clear: what happens in store/retail really matters.
While growers continue to focus on producing high-quality vegetables under increasingly tough conditions, the retail environment plays a major role in shaping what shoppers notice, value and put in their trolley. That’s why retail engagement has become a growing focus for AUSVEG, and why the partnership with Ritchies Supermarkets is proving so important.
One of the strongest examples of this work to date is the Ritchies Veg Digital Challenge, an initiative designed to test how simple, evidence-based changes at store level can increase vegetable purchasing and, ultimately, consumption.
Why retail is a key part of the solution
Australians are still eating far fewer vegetables than recommended, averaging around 1.8 serves per day. For growers, that shortfall flows directly through to weaker demand, price volatility and reduced confidence to invest.
Recognising this, AUSVEG has prioritised retail engagement as part of Plus One Serve, including the Retail Setting Action Plan released last year. The plan recognises supermarkets as one of the most powerful settings for behaviour change – because this is where food decisions are made quickly, often on autopilot.
The Ritchies Veg Digital Challenge was developed within this framework as a real-world test: what happens when retailers make it easier for shoppers to understand the value of vegetables?
The Veg Digital Challenge in practice
The challenge uses a digital-first approach to encourage Ritchies customers to increase the number of vegetable serves they buy and eat. In-store prompts and simple messaging reinforce the idea that adding more vegetables doesn’t require changing everything – just making a few better choices more often.
A central feature of the partnership has been the rollout of nutritional per-serve pricing across Ritchies stores. Alongside the traditional price-per-kilogram, vegetables are displayed with a price per recommended serve (75 grams). It’s a small change, but one that helps shoppers quickly understand both value and dietary guidance at the point of purchase.
This wasn’t about discounting vegetables or running short-term promotions. It was about testing whether clearer information could shift behaviour.
What the evidence shows
Research led by Monash University, in collaboration with Deakin University and Ritchies, analysed loyalty card data before and after the per-serve pricing was introduced.
The findings showed:
- average daily vegetable purchases by semi-regular shoppers increased by 46.3 grams (a 25.7% lift)
- purchases by less frequent vegetable shoppers increased by 60.6 grams per day (a 28.4% lift)
For growers, this is particularly important. The biggest increases came from shoppers who were not already heavy vegetable buyers – meaning the overall market grew, rather than demand simply shifting between customers.
A retailer’s view from the shop floor
For Ritchies, the partnership has been about using stores as a practical testing ground for what actually works.
Chris Jonker, from Ritchies Supermarkets, said the challenge highlighted the value of trialling behaviour-change ideas where decisions are made.
“Retail is where food decisions actually happen, and that makes it one of the most powerful places to test behaviour change,” Mr Jonker said.
“Through the Veg Digital Challenge and per-serve pricing trial, we’ve seen how small, practical changes in-store can help shoppers better understand the value of vegetables and choose them more often. Partnering with AUSVEG and researchers allows us to test what works at store level and generate insights that can be scaled more broadly.”
Why this matters for growers
From a grower’s perspective, the Ritchies Veg Digital Challenge reinforces a critical point: increasing demand doesn’t have to mean devaluing the product.
Instead of relying on discounts, the trial showed that reframing value – linking price to nutrition and recommended serves – can lift purchasing in a more sustainable way. That supports:
- more consistent demand
- better recognition of the value of fresh vegetables
- less reliance on short-term promotions
- stronger confidence across the supply chain
Just as importantly, it helps shift responsibility for consumption away from growers alone and onto the parts of the system that most influence choice.
A model for future retail partnerships
The Ritchies partnership provides AUSVEG with strong, practical evidence to engage other retailers. It shows that relatively low-cost, scalable changes in-store can deliver meaningful results – for shoppers, for retailers and for growers.
As part of the Plus One Serve by 2030 goal – increasing vegetable intake by one extra serve per person per day – retail settings are essential. They reach Australian households every day, making them a critical pathway to building demand at scale.
Supporting growers beyond the farm gate
For growers, the message is simple: AUSVEG is working beyond the farm gate to strengthen demand for vegetables. Through partnerships like Ritchies, the organisation is testing, proving and scaling retail solutions that help ensure Australian-grown vegetables are chosen, valued and eaten.
Fixing consumption is a shared task – and retail is a key part of that solution.
For more information visit www.ritchies.com.au/fresh-fun-healthy
