The Deliciously Affordable Cost-of-Living Boost
Australians Need Right Now
New research reveals just one extra serve of vegetables a day could save families money, support farmers, and improve our health
Embargoed – Thursday 30 January 2025: Australians are being urged to rethink their grocery habits, as new research reveals that eating just one extra serve of vegetables a day could help ease cost-of-living pressures, improve national health, and save a vital farming industry.
The Fresh veg, deliciously affordable campaign, launched by the Outdoor Media Association (OMA) in partnership with Health and Wellbeing Queensland and AUSVEG, highlights that vegetables are not only nutritious but can cost on average 65 cents a serve (75g),making them cheaper than many popular snack foods.1 It’s a timely message as people return to preparing school and work lunchboxes, as well as pursuing new year healthy eating goals.
Despite this, new AUSVEG (the peak body for Australia’s vegetables, potatoes and onions industry) research, supported with funding from Hort Innovation, reveals Australians are currently eating only 1.8 serves of vegetables daily – a mere one third (36%) of the recommended five serves – with devastating effects on public health and the vegetable industry.2
We all know vegetables are good for our health, but:
- 72% of consumers state affordability is impacting their consumption of vegetables3
- 93% of Australians are not eating enough of them4
- Less than 1 in 15 Australian adults eat the recommended serve of vegetables each day5
- Only 4.6% of kids (aged 2-17 years) eat enough veggies to nourish their growing bodies, and 4.5% of children do not eat vegetables at all5
Elizabeth McIntyre, CEO of the Outdoor Media Association, said the campaign – which is live from today until the end of February – delivers an important message at a critical time for households and vegetable growers.
"We know that Australian households and vegetable growers are facing tough times. With vegetable consumption rates dropping, there’s a real opportunity to improve consumer habits with better education. The truth is, in-season vegetables are one of the most affordable ways for families to eat well and enjoy nutritional benefits. 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.
“Now is a great time for Aussies to add veggies to back-to-school and work lunch boxes and support 'new year, new me' resolutions.”
The campaign comes as more than a third (34%) of Australian vegetable growers are considering leaving the industry within 12 months due to rising costs and falling demand.6
Michael Coote, CEO of AUSVEG, underscored the urgency of this issue:
"Australian vegetable growers are essential to ensuring consumers across the country continue to have access to the delicious range of produce that is crucial to national health and wellbeing. Sadly, we’re facing a very real risk. The less growers we have in the industry, the less vegetable produce Australians will have to enjoy and benefit from as a nation. 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."
The initiative also highlights the benefits to Australian households. Vegetables are significantly cheaper than common snack alternatives such as chips, muesli bars, and deli meats, which can cost upwards of 78 cents per serve.7
Dr Robyn Littlewood, CEO of Health and Wellbeing Queensland, emphasised the opportunity for families:
"2 in 3 adults and 1 in 4 children live with overweight or obesity. In fact, living with overweight or obesity has now overtaken tobacco smoking as the leading risk factor contributing to disease burden.
“This campaign is aimed at improving health and lowering the cost of the weekly grocery shop, and in the long-term having a positive financial impact through decreased healthcare costs.
“Health and Wellbeing Queensland is here to make healthy happen for everyone, no matter where they live.”
Jemma O’Hanlon, Advanced Accredited Practising Dietitian, explained the health and cost consequences of low vegetable intake on our bodies and economy:
"Unhealthy food is everywhere – from petrol stations to school canteens – and it’s driving preventable diseases like obesity, heart disease, and type 2 diabetes. We’re spending $24 billion annually on avoidable healthcare costs. That money could fund programs to promote health and wellbeing instead. Vegetables are packed with fibre to nourish the gut, plus essential vitamins, minerals, and antioxidants that boost health and wellbeing.”
Local growers are also backing the campaign. Catherine Velisha, a Victorian vegetable grower, said it’s time for Australians to rally behind local produce:
"We’re working hard to grow fresh, local vegetables, but we need Australians’ support. If everyone added just one more serve of vegetables to their meals, it would change everything – for their health, for their budgets, and for the farmers who keep food on their plates. This campaign is a great way to support growers and encourage people to have more vegetables."
Stephanie is married with two children aged 5 and 3:
"As a parent, I want my kids to develop healthy habits early, especially now we’re starting to pack lunchboxes for school and kindergarten. It’s shocking to think we’re eating just 1.8 serves of vegetables a day, but knowing fresh veggies can cost just 65 cents per serve is a real eye-opener.
“We have to be creative when trying to get our kids to eat vegetables so we put them into sausage rolls, create new shapes or blend them together into soups. It’s about making veggies fun and part of our everyday meals. At the same time, I want to support our hardworking vegetable growers – both for their livelihoods and to make sure we can always include quality vegetables in our shops. We’ll definitely be adding an extra serve to our daily meals."
For more information about the Fresh veg, deliciously affordable initiative including recipe ideas, shopping tips and nutritional information visit www.boostyourhealthy.com.au.
Video News Release (VNR): Includes spokesperson grabs and B-Roll footage for TV, online, and social media stories. Link here.
Campaign images: Images of the Out of Home campaign ads. Link here.
ENDS
For information and interviews contact:
Gareth Finch Jennifer Wilson
Bumpp Bumpp
0407 623 963 0412 817 787
gareth.finch@bumpp.com.au jennifer.wilson@bumpp.com.au
About OMA
The OMA is the peak industry body which represents most of Australia's Outdoor Media Owners and Suppliers, and some Asset Owners. The OMA operates nationally and prior to July 2005 traded as the Outdoor Advertising Association of Australia (OAAA). It was first incorporated in 1939. The OMA's charter is to serve its members by promoting the OOH industry and developing constructive relations with its primary stakeholders. Its core functions are Marketing and Research (including audience measurement), Government Relations and Regulatory Affairs, Media Relations, and Member Services. The OMA is governed by a Board of Directors which is elected by the membership. Members of the OMA adhere to a Code of Ethics and abide by the regulatory frameworks in which they operate.
Participating OMA members include: Australian Outdoor Sign Company (AOSco), BIG Outdoor, Bishopp Outdoor Advertising, Cartology, Civic Outdoor, EiMedia, Gawk Outdoor, Gipps, goa, GoTransit, JCDecaux, JOLT Charge, Locus Outdoor, LUMOS, Motio, nettlefold, oOh!media, Outdoor Systems, Paradise Outdoor Advertising, QMS, Revolution360, S&J Media Group, Scentre Group Brandspace, Stockland, Tayco Outdoor, The Media Shop (TMS), THINK Outdoor, Tonic Media Network, TorchMedia, Total Outdoor Media (TOM), Val Morgan Outdoor (VMO), Vicinity Centres, Wrappr
Sources:
- Living healthy report 2024
- National strategy, baseline and value perception study for Plus One serve by 2030 program
- Shifting the dial on vegetable consumption – rebuilding families in a COVID-19 disrupted Australia
- ABS 2022 National Health Survey
- ABS 2022 National Health Survey - Dietary behaviour
- Vegetable Industry Sentiment Report September 2024
- Living healthy report 2024
Key Facts:
New research reveals just one extra serve of vegetables a day could save families money, support farmers, and improve our health
Contact details:
Gareth Finch
Bumpp
0407 623 963
gareth.finch@bumpp.com.au