Who We Are
A bold, collaborative, and innovative Approach to increasing 
Australia’s vegetable consumption 
A bold, collaborative, and innovative Approach to increasing 
Australia’s vegetable consumption 
The Plus One Serve by 2030 program, led by AUSVEG with partners across the vegetable ecosystem, is a six-year R&D initiative tackling Australia’s low and declining vegetable intake.
Through evidence-based interventions in retail, home, and education settings, the program meets Australians where they live, shop, work, and learn, making it easier to add just one extra serve of vegetables a day.
Boosting Vegetable Consumption for a Healthier Australia
Mission Statement
To boost vegetable consumption by one serve per person per day by 2030 to ensure a healthier, sustainable future through a national behaviour change program.
Vision Statement
Improved health and the economic, social and environmental wellbeing of all Australians.
Our Core Promise
To achieve one extra serve of vegetables per person, per day by 2030.
Our Approach
Plus One Serve is led by AUSVEG and backed by funding from Hort Innovation using the vegetable industry research and development levy and contributions from the Australian Government.
Research & Development
The 6-year R&D program will ‘meet consumers where they are’ with initiatives that nudge Aussies towards eating more vegetables where they live, learn, work, rest and play.
Settings Based Approach
Delivering evidence-based interventions across key retail, home, and education settings.
Driving National Behaviour Change
Plus One Serve is a national behaviour change initiative to increase Australia’s vegetable consumption.
Policy and Advocacy
A national call to action to improve diets, reduce disease, improve food security and support local growers.
Driving National Behaviour Change
The Vegetable Ecosystem
Australia’s efforts to promote vegetable consumption have been fragmented, limiting impact. The Plus One Serve by 2030 Vegetable Ecosystem adopts a whole-of-system approach, uniting government, health, research, retail, education and industry partners to coordinate learning, funding and scaled interventions that aim to add one extra 75 g serve per person per day by 2030.
The National Program Steering Committee
The Plus One Serve by 2030 program is guided by the National Program Steering Committee (NPSC), ensuring strong leadership and accountability. Bringing together senior leaders across agriculture, health, education, government, retail, and research, the NPSC provides strategic oversight and expert guidance, keeping the program focused, impactful, and grounded in cross-sector collaboration.
Meet the Team
We are dedicated professionals committed to improving health and well-being. With expertise across nutrition, public health, behavioural science, education, and food systems, we work together to create evidence-based solutions that make healthier choices easier, more accessible, and sustainable for all.
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Micheal Coote
CEO of AUSVEGMichael Coote has been AUSVEG CEO since 2021, previously leading export development to expand market opportunities for Australian growers. With over a decade of vegetable industry experience, he has driven positive transformation and consulted across government, not-for-profits, and industry associations.
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Justine Coates
Plus One Serve Managing DirectorJustine is the Managing Director of Plus One Serve, dedicated to building sustainable futures for human and planetary health. With expertise in agriculture, health sectors, and funding models, she drives investment and consumer demand strategies that strengthen the vegetable industry.
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Michelle Lausen
Plus One Serve Program ManagerAs the Plus One Serve Program Manager, Michelle drives collaborative action across the diverse vegetable ecosystem including vegetable growers and supply chain, researchers, government, and the health sector to develop impactful strategies to increase national consumption.
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Keira Doyle
Plus One Serve Brand ManagerKeira is an experienced Brand Manager with a health background, driving brand and digital strategy for the Plus One Serve program. She combines creative insight, consumer understanding, and a passion for health to deliver campaigns that drive awareness and engagement.
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.