Because even just adding a little extra veg gives you an edge. An everyday edge.
Veg that gives you an edge
Find out more about Veg that gives you an everyday edge.
Pumpkin
You won’t feel like slumping when eating pumpkin. With vitamin C for mood-boosting
effects.
Broccoli
Feel good florets! Broccoli is bursting with vitamin C to boost your emotional wellbeing.
Sweet Potato
Feast your mind. Sweet potato is niacin-rich needed for psychological wellbeing
Spinach
Green for a shiny sheen. English spinach packed with vitamin C for good mood vibes
Carrot
Get to the root of the problem with carrots/ Carrots: they’re rootin’ for ya – a source of folate for psychological wellbeing.
Cabbage
Wrapped in big hug. Cabbage is a big ball of mood-boosting vitamin C.
Kale
Stress less with kale. Stacked with vitamin C for psychological wellbeing.
Capsicum
Paint the town red! Red capsicum is bursting with vitamin C to boost your mood
Tomato
Tomatotally awesome! Fresh tomato is rich in vitamin C needed for psychological wellness
Mushroom
Be mind fit – Mushrooms are an excellent source of biotin that promotes mental wellness.
Pumpkin
Pumpkin will keep you jumping. With folate for fatigue reduction.
Corn
Feel forlorn? Eat sweetcorn. Contains niacin for psychological wellbeing.
Potato
Don’t be a couch potato! Potatoes contain vitamin B6 to beat tiredness and help you power
through your day.
Beetroot
Bounce to the beet, boost your vitality with folate rich beetroots they help fight fatigue
capsicum
Pep up your day with red peppers. They contain folate to reduce tiredness.
Celery
Don’t celery yourself short. The polyphenols in celery add flavour but they also shield body
cells from damage and care for your mind and mood.
Green Beans
Get full of beans! Green beans contain biotin a mood booster so your mind and body are
ready for anything.
Sweet Potato
Supercharge your day with the energy boosting power of pantothenic acid in sweet potato.
Spinach
Get firing on all cylinders thanks to plant iron in English spinach.
Cauliflower
Feel the power with cauliflower. Contains folate to beat fatigue.
broccoli
Bloom with broccoli! These little green trees contain folate to help your mind and body flourish. Source of dietary fibre for happy gut.
leeks
Feeling bleak? Grab a leek! With mood boosting vitamin C and source of dietary fibre for healthy gut.
onion
Put a smile on your dial with onions. Energy-boosting vitamin C, helps to combat fatigue. Source of fibre which is good for the gut and contains fructans – a prebiotic fibre.
carrot
Carrot, not the stick! Carrots offer you folate to beat fatigue. Source of fibre for a happy gut.
Pumpkin
Pumpkin will get you out of a bad patch. With vitamin C for mood-boosting effects. Contains beta-carotene and polyphenols for antioxidant protection.
Get the Edge, Eat More Veg
Plus One Serve, led by AUSVEG, has partnered with Gippsland Region Public Health Unit (GRPHU) to deliver a regional trial of the Veg Edge behaviour change campaign across the Gippsland region. This initiative unites local government, retailers, community organisations, food businesses, health services, sporting clubs and industry partners around one goal: getting more Gippsland residents eating more veg, under the message “Get the Edge. Eat More Veg.”
Australia is facing a significant challenge: vegetable consumption is low and falling, just as the country grapples with a cost-of-living crisis and a worsening health crisis.
1.8
Serves on average per day, against a recommended 5
4.6%
Kid’s don’t eat the recommended amount
2 in 5
Farmers are considering leaving the industry
Veggie Hacks Tips and Swaps
Getting your Veg Edge doesn’t need a meal plan.
It doesn’t need a spreadsheet, a shopping overhaul, or a Sunday spent meal-prepping for the week ahead.
It just needs a swap here. A hack there. Just simple adds in your day.
That’s the Edge. Not a diet. Not a rule. Just a few easy wins, stacked one on top of the other.
Add
Add a grated a zucchini into the bolognese.
Swap
Swap half your rice for cauliflower rice
Tip
Refresh wilted spinach leaves in ice water for 5 minutes before serving.
Veg Edge Recipes
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Read more: Slow-Cooked Beef Red Curry
Slow-Cooked Beef Red Curry
Slow-cooked Australian beef delivers rich flavour and key nutrients like protein, iron, zinc and vitamin B12 in this fragrant red curry, simmered with vegetables and warming spices for a hearty meal.
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Read more: Savoury Beef Mince
Savoury Beef Mince
A generous blend of vibrant garden vegetables shines in this comforting, nourishing pasta dish, enhanced with Australian beef mince for rich flavour, protein, iron, zinc, and vitamin B12.
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Read more: Roast Lamb Leg
Roast Lamb Leg
A vibrant array of seasonal vegetables takes centre stage in this hearty, wholesome family roast, complemented by tender, savoury roast lamb to deliver rich flavour along with essential nutrients like protein, iron, zinc, and vitamin B12.
Science of the Veg Edge
Science of the Veg EdgeVeg Edge was developed from extensive consumer research and is based on the insight that while Australians value healthy eating, busy lives mean they are more motivated by the immediate, everyday benefits of eating more vegetables than by long-term health outcomes. The Veg Edge Campaign highlights the immediate benefits of eating more vegetables – powering energy, boosting mood, fuelling focus, feeding gut health, helping skin glow, and providing the nourishment to perform at your best each and every day. The campaign seeks to make vegetables more desirable, relevant and achievable by connecting them to everyday performance and quality of life.
Behaviour Change by Design
Plus One Serve’s behaviour change approach is grounded in Professor Susan Michie’s Behaviour Change Wheel and the COM-B model—Capability, Opportunity and Motivation. This evidence-based framework underpinned the development of Get the Edge. Eat More Veg., ensuring the campaign addressed key drivers of behaviour change to create practical, meaningful opportunities for Australians to eat more vegetables.
community research
To translate this science into a campaign that would resonate with Australians, Plus One Serve undertook extensive consumer research. Australia-wide qualitative “community cafés” engaged more than 80 consumers to explore the everyday realities, motivations and barriers influencing vegetable consumption. These insights informed the development of three distinct creative concepts, each designed to address the behavioural drivers identified through the COM-B model.
every day edge
Three campaign concepts were rigorously tested through qualitative and quantitative research to identify the strongest behaviour change approach. While all performed well, one consistently outperformed the others by making one extra daily serve of vegetables feel both achievable and rewarding. The winning concept focused on the immediate, everyday benefits of eating more vegetables, making the behaviour relevant, desirable and accessible.
Positive Change happens when we work together.
We’d like to thank our partners who helped make this campaign a possibility
Gippsland Region Public health Unit (GRPHU)
GRPHU responds to local public health issues throughout Gippsland, working in partnership with local communities, organisations and services to deliver policies and programs focused on improving public health outcomes, spanning communicable disease management, chronic illness prevention, and environmental health and emergency response. It’s led by Latrobe Regional Health and covers West Gippsland, South Gippsland, Latrobe Valley, Central Gippsland and East Gippsland. The regional health authority behind the campaign — in alignment with the Gippsland Population Health Strategy 2024-2029, the GRPHU is supporting this regional campaign, which will proudly feature ‘Healthy Gippsland’ partner branding.
Food and Fibre Gippsland
Food & Fibre Gippsland is a not-for-profit organisation connecting and growing Gippsland’s $7 billion food and fibre sector, working with industry and stakeholders to create opportunities for a prosperous and sustainable region. It was formed in March 2019 through the amalgamation of Agribusiness Gippsland and the East Gippsland Food Cluster, with a mission to lead capacity-building, innovation and knowledge-sharing for the sector across Gippsland. The industry authority representing vegetable growers in the Gippsland region — the ‘Gippsland Trusted’ brand has been developed by Food & Fibre Gippsland (F&F Gippsland).
AUSVEG
AUSVEG is the prescribed peak industry body for the Australian vegetable and fresh potato industries, including statutory responsibilities on behalf of the sector, and is responsible for establishing the case for new or adjusted vegetable and potato levies. It represents growers’ interests to government and ensures the National Vegetable Levy and National Potato Levy are invested in R&D that best meets industry needs. The national peak industry body representing Australian vegetable growers.
HORT Innovation
Hort Innovation is the grower-owned, not-for-profit research and development corporation for Australia’s horticulture industry, one of the nation’s 15 Rural Research and Development Corporations, tasked with investing horticulture levies and Australian Government contributions into initiatives to help the industry be as productive and profitable as possible. It manages and invests levy funds for the benefit of 37 horticultural commodities, matching eligible R&D activities with Australian Government contributions. The behaviour change campaign and branding have been developed by Plus One Serve, the AUSVEG-led national evidence-based program powered by Hort Innovation, designed to encourage Australians to eat one additional daily serve of vegetables by 2030.
We’d like to thank our partners who helped make this campaign a possibility
The Pledge for More Veg
The Pledge for More Veg is about everyone doing their part – from individuals and schools, to retailers, growers, workplaces, politicians, and health and community organisations. Click the link below to fill out the online form or email us at info@plusoneserve.com.au to arrange a meeting with our team to learn more.
Follow us on socials
For all the lastest veggie recipes, hacks, tips and swaps follow @Veg_Edge on Instagram or @GetTheVegEdge on Facebook.