The New Zealand vegetable industry says its proposed Add One More Vegetable concept is intended to become a joint behaviour-change initiative involving government, industry, and the retail sector, to increase national vegetable intake and improve public health outcomes.
The idea draws on Australia's Plus One Serve programme, described as a national effort to encourage higher vegetable consumption and support local growers. According to published research referenced by the Australian initiative, Australians currently eat 19 kg fewer vegetables per person per year than in 2001, averaging 1.8 servings per day. Only 6.5 per cent of adults and 4.6 per cent of children meet the recommended five or more daily servings.
Industry groups say available evidence suggests similar consumption patterns in New Zealand, where vegetable intake remains low and there is currently limited coordinated activity aimed at reversing the trend.
The proposal put forward by the New Zealand vegetable industry outlines a three-way partnership between government, growers, and retail. The objective would be to jointly develop and fund a long-term behavioural programme to encourage gradual increases in vegetable consumption.
Australian modelling indicates that each A$1.00 invested in initiatives to raise vegetable intake could return A$12.30 through reduced healthcare expenditure and increased economic activity. Industry representatives argue that a comparable return on investment could be expected in New Zealand, particularly at a time when pressures on the health system and the sustainability of domestic vegetable growing remain prominent concerns.
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