The Three Jobs to Be Done: To Nudge Australians to Eat More Vegetables
We all know we should be eating more vegetables – but turning good intentions into action can be tricky. Whether it’s lack of time, confidence in the kitchen, or accessibility to vegetables, there are plenty of barriers standing in the way.
To overcome these barriers and work towards +1 serve of vegetables each day, there are three key jobs to be done.
1. TO KNOW VEGETABLES – Understanding (What people know)
Why it’s needed:
This is the cornerstone of building a long-term, positive relationship with vegetables. When people understand what vegetables are, where they come from, and how to use them, they feel more confident bringing them into their meals.
What’s needed:
- Knowing what vegetables are available
- Understanding where they come from, how they’re grown, and their seasonality
- Learning what to do with them – how to store, prepare, and cook
- Recognising what a serve of vegetables actually looks like
This job helps combat skills barriers by giving people the knowledge and confidence to make vegetables a regular part of everyday life.
2. TO LOVE VEGETABLES – Desirability (How people feel)
Why it’s needed:
Love is the motivation that makes everything else easier. When vegetables are seen as delicious, exciting, and worth the effort, people naturally want to eat more of them.
What’s needed:
- Tips and techniques to make vegetables delicious, cool, interesting, and exciting
- Reasons to eat vegetables beyond “they’re good for you” – like how they make meals more colourful, creative, and appealing
This job helps combat intrinsic barriers by shifting perceptions – turning vegetables from a “should” into a “want.”
3. TO EAT VEGETABLES – Access (What people do)
Why it’s needed:
Even the best intentions fall flat without practical solutions. Making vegetables easier to access and enjoy helps increase consumption in the short to medium term.
What’s needed:
- Positioning vegetables as great value for money and nutrition
- Promoting bundling and combos that make it easier to buy and use a variety of vegetables
- Leveraging seasonality and availability to highlight what’s fresh, affordable, and at its best
- Encouraging more meal inclusion and convenience — making veggies part of everyday dishes, at home or on the go
- Ensuring ease of access — getting vegetables into the basket, into the home, and into schools
This job helps combat product barriers by making vegetables a convenient, everyday choice.
While making vegetables easier to access is important, education and desirability should never be underestimated.
When people know vegetables, they love them.
And when they love vegetables, they’re far more likely to eat them.
Small steps – like learning a new recipe, discovering seasonal produce, or trying a fun way to cook – all add up to a healthier, happier relationship with vegetables.
But it’s also important to recognise that this isn’t a quick fix. Our mission — to get every Australian eating one more serve of vegetables each day by 2030 — is ambitious. That’s 25 million people, each with different lifestyles, motivations, and relationships with food.
Changing behaviour takes time. It’s a long-term journey that requires persistence, patience, and a clear roadmap to success. Together, we can build the habits, confidence, and love for vegetables that help make +1 serve a reality — for everyone.
