Four 
Pillars for National Action 
Pillars for National Action 
Plus One Serve is driving a bold, coordinated response to Australia’s vegetable crisis. Our approach is built on four interconnected pillars that turn evidence into action, unite sectors, and deliver lasting change. From rigorous research to community-driven initiatives, each pillar works together to boost vegetable intake, improve health, and strengthen the future of Australia’s food system.
Research & Development (R&D)
A bold, transformational 6-year R&D program informed by global best practice, latest evidence, and consumer insights. We identify needs, prioritise action, co-design solutions, co-invest to test, scale and drive change.
Settings-Based Approach
Meeting Australians where they live, shop, learn, work and play – with community listening and collaborative co-design shaping national Action Plans.
Driving National Behaviour Change
A powerful, sustained change narrative that connects interventions and nudges Australians to add one more serve each day.
Pledge for more veg
Supercharging national action through the Pledge and Commitments Framework 2025-2030 that enables all food system and health sector orgs to each play a valued role in increasing daily vegetable consumption.
A United Effort to Shift the Nation’s Vegetable Habits
The Plus One Serve by 2030 program unites growers, retailers, researchers, health organisations, and governments in a coordinated national effort to help every Australian eat just one more serve of vegetables a day. This improves health, supports local growers, and strengthens our economy.
Through this shared movement, we’re aligning research, investment, and behaviour-change action across every setting: home, retail, education, and community, to shift the nation’s vegetable habits for good.
The Challenge we’re solving 
The Challenge
Australia’s Declining Vegetable Intake
Australians eat 19kg less vegetables per person per year than in 2001, with intake at just 1.8 serves daily. Only 6.5% of adults and 4.6% of children meet the recommended five-plus dietary serves daily. Malnutrition affects 80% of older Australians and younger generations face shorter lives. This health emergency is fuelling chronic diseases and straining healthcare systems.
As vegetable demand declines, 2 in 5 growers may leave the industry within a year. This means higher food costs, fewer local farms, and greater reliance on imports, jeopardising Australia’s food security. With 98% of fresh vegetables grown locally, we must act now to support growers and protect our nation’s health.
The Impact
A Threat to Health and Food Security
The time to act IS now 
“Failing to act will have dire implications not only for the long-term viability of Australia’s vegetable industry, but also national food security. Australia’s health depends on our growers. A national behaviour change program can improve health, support farmers and strengthen food security. Sign the open letter today.”
- Bill Bulmer (Chair, AUSVEG)
Economic and Health Benefits of Plus One Serve
Adding just one extra serve (75g) of vegetables per person per day will deliver a powerful triple bottom line of benefits, improving the economic, health, social and environmental wellbeing for all Australians.
$4.7B
Total Economic value
$1.4B
Healthcare savings
$3.3B
Vegetable supply chain
Every dollar invested in the Plus One Serve campaign will deliver a $12.30 return.
Who Leads the National Action?
Together, AUSVEG and Hort Innovation ensure the Plus One Serve program is both scientifically grounded and industry-led — creating a model for collaborative national impact.
AUSVEG is the national peak industry body for Australia’s vegetable growers and leads the Plus One Serve Program. AUSVEG brings together partners across the vegetable ecosystem, advocates to government, engages partners for national action, and ensures the grower voice and industry benefit remain at the heart of the movement.
Hort Innovation, through strategic levy investment in the VG23016 Plus One Serve of Vegetables by 2030 Program, provides research and development leadership and co-funding with delivery partners to enable evidence-based national action for the vegetable industry and public good.