The Outdoor Media Association (OMA) is partnering with Health and Wellbeing Queensland and AUSVEG to encourage Australians to eat an extra serve of veggies each day, aiming to ease cost-of-living pressures, improve public health, and support the farming industry.
Research from AUSVEG, Australia’s vegetable industry body, and supported by Hort Innovation, has shown Australians are currently eating only 1.8 serves of vegetables daily – just 36 per cent of the recommended five serves.
This is reportedly affecting national public health and the vegetable industry, with only 4.6 per cent of children (aged 2-17 years) eating enough vegetables to nourish their growing bodies, and 4.5 per cent of children not eating vegetables at all.
In September last year, AUSVEG also released its 2024 Vegetable Industry Sentiment Report, showing more than a third of Australian vegetable growers are considering leaving the industry within 12 months, due to rising costs and falling demand.
AUSVEG CEO, Michael Coote, said the country was facing a very real risk, as Australian vegetable growers remain essential to ensuring consumers have access to produce.
“The less growers we have in the industry, the less vegetable produce Australians will have to enjoy and benefit from as a nation,” said Coote.
“Just one extra serve of vegetables per person per day could add $4.68 billion to the economy by 2030, add 12,841 jobs across the country and reduce healthcare costs associated with cardiovascular disease, cancer and type 2 diabetes by $1.36 billion.”
To combat issues in the public health and vegetable growing sectors, the OMA has partnered with Health and Wellbeing Queensland and AUSVEG to raise awareness of the necessity of nutrition, and the opportunity that vegetables offer as an affordable snacking option.
Healthylife’s Living Healthy 2024 report showed vegetables cost on average 65 cents a serve (75g), a significant factor when 72 per cent of consumers stated affordability is impacting their consumption of vegetables. In comparison, common snack alternatives such as chips, muesli bars, and deli meats, cost upwards of 78 cents per serve.
The Fresh veg, deliciously affordable campaign is live from today (30 January) until the end of February, with billboards and public transport adverts encouraging Australians to increase their veggie intake this year.
OMA CEO, Elizabeth McIntyre, said the campaign aims to provide better education to the Australian public, emphasising the way vegetables can boost health and wellbeing with fibre, essential vitamins and minerals, and antioxidants.
“The truth is, in-season vegetables are one of the most affordable ways for families to eat well and enjoy nutritional benefits,” said McIntyre.
“Fresh veg, deliciously affordable is all about educating consumers on how adding just one extra serve of vegetables a day can make a big difference, not just for their health, but also their budget and in supporting local growers.”
