THE Pledge for more Veg
ABOUT 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. It could be adding an extra handful of vegetables to dinner, retailers committing to actions they will take to lift vegetable sales and veggie serves in meals, adding more vegetables to school canteen menus, or specific or new policies, initiatives, and campaigns that increase consumption.
The Pledge was launched on the 29th of October at Parliament house in a speakers court event hosted by renowned chef Matt Moran and Milton Dick MP. As we launch the pledge, we are asking individuals, community-based organisations, philanthropic and corporate donors, and the food and health sector to sign up and work with us on their commitment to help drive increased consumption. This will help deliver better health and wellbeing for all Australians, stronger regional economies and local jobs, fairer access to fresh food, and a more sustainable, resilient food system.
For large organisations that have a role to play in improving consumption, the Plus One Serve team will work together with each pledging organisation to develop a tailored action plan that will be reportable and public-facing. This will help improve the health and well-being of all Australians and secure our food future.
Who can take the Pledge? 
- Individuals: committing to adding more veggies to snacks and meals everyday.
- Community-based facilities and businesses: taking action to increase the provision and consumption of vegetables.
- Large philanthropic and corporate ESG donors: with a vested interest in supporting the program to grow social impact.
- Food system and health sector organisations: with a vested role in driving vegetable consumption through the Commitments Framework 2025–2030 and Action Plans – measured, tracked and reported annually.
Our 4 impact areas
The Pledge is it is a powerful instrument that will be public facing and used to attract pooled investment plus drive national action through bespoke Action Plans that will be measured and reported for collective impact.
Health & Wellbeing
Improving diet quality for physical and mental wellbeing, reduced chronic disease incidence, and vitality through better nutrition.
Equity &
Access
Ensuring all Australians – including underserved, diverse, regional and remote communities – can access and enjoy vegetables every day.
Environment & Social Impact
Building more sustainable and nutritious food systems, curating veg cities, reducing food waste, and greater social wellbeing.
Growers & Supply Chain
Increasing demand to strengthen farm gate returns, create jobs bolster supply chain, and thriving regional communities.
Our 12 Commitment Areas
Each signatory with a vested interest or role chooses from 12 action areas that ladder up to one or more of the four pillars:
Health & Wellbeing
1. Increase serves of vegetables in recipes, meals and snacks on offer.
2. Motivate Australians to increase vegetable consumption through communication, rewards, range and display.
3. Educate and inspire Australians to add more vegetables into daily life – improving physical, mental and social wellbeing.
Environment & Social Impact
7. Transform towns, cities, and places by restructuring food systems to be more nutritional and sustainable.
8. Innovate solutions and educate consumers on ways to increase skills and extend usage to reduce vegetable waste.
9. Reduce waste across the vegetable supply chain through improved packaging, storage, procurement and redistribution.
Equity & Access
4. Grow (improve) perceived value for consumers to buy and eat vegetables.
5. Make vegetables convenient and easy to purchase, prepare, and consume.
6. Improve access to vegetables for priority populations across Australia.
Growers & Supply Chain
10. Provide structural support to the vegetable supply chain to grow sustainably with increased consumer demand.
11. Identify and develop novel ways to grow, supply and offer vegetables that meet the needs of an evolving and diverse Australia.
12. Collaborate to offer ways to secure and provide vegetables across settings and communities.
Positive Outcomes
Pledge for More Veg will report annually, highlighting progress in key metric areas and capturing the impact of signatory pledges. A SMART action plan for each commitment will drive measurable and outcome-based change. Below are some of the key metrics we will be reporting on:
# Organisations
Number of organisations that have made a Pledge for More Veg
# MEALS
Increase in volume of vegetables / vegetable containing meals sold
# Serves
Number of cumulative additional serves of vegetables provisioned
# People
of people reached including younger and priority populations
WHO CAN Commit?
The Pledge welcomes participants across the entire vegetable ecosystem:
Producers, processors, wholesalers and retail
Manufacturers and ready-to-eat providers
QSR, restaurants, caterers
Event venues, institutions, schools, healthcare
Media And Broadcasters
Government and SyStem Influencers
Why Sign the Pledge
By joining the Pledge, you help to:
- Boost the health and wellbeing of Australians.
- Create equitable access to healthy food for all communities.
- Strengthen Australia’s vegetable industry and regional jobs.
- Build a sustainable, waste-smart, nutrition-rich future.
“Good for people. Good for growers. Good for the planet.”
How it works
- Sign up – Fill in the form and share your details to take the Pledge.
- Engage – The Plus One Serve team will share information about the Pledge and work with larger organisations to develop their key actions and goals.
- Announce – Share your pledge across social media and your website to build awareness and spread the word.
- Activate – Implement, share publicly, and track progress.
- Report & Celebrate – Share your progress annually for inclusion in our annual impact report.
Take the Pledge for More Veg
Fill out the Pledge for More Veg contact form today to receive and we will share with you:
- A Pledge Toolkit with your tailored action menu.
- A digital badge to share your public commitment.
- Annual recognition in the national Pledge Impact Report
Annual Reporting & Recognition
Annual Reporting & Recognition
All signatories will be listed on the Plus One Serve website with their commitments and progress milestones. Each year, we’ll publish an Annual Pledge Progress Report, highlighting:
- Number of signatories and impact area coverage.
- Serves added per capita equivalent.
- Case studies of successful Pledge actions.
This transparent, evidence-based approach will showcase leadership and inspire others to follow. So show your support and make your own Pledge for More Veg today
