The Gippsland region is set to take centre stage as the national testing ground for a major consumer behaviour change campaign aimed at increasing daily vegetable purchasing and consumption across Australia.
Launching on Monday, August 24, 2026, and running through September 20, the initiative is being delivered locally through a partnership between national peak body AUSVEG, the Gippsland Regional Public Health Unit (GRPHU), and Food & Fibre Gippsland.
The trial encourages residents across the district to enjoy the everyday health benefits of eating more fresh produce — focusing on how adding vegetables powers energy, boosts mood, fuels focus, supports gut health, improves skin, and provides essential nourishment for school, sport, work and home life.
Developed by AUSVEG as part of the broader national Plus One Serve movement, the project brings together industry leaders, researchers, government agencies, health sector representatives, and educators to address Australia’s persistently low daily vegetable intake.
The long-term campaign goal is to inspire Australians to add one extra serve of vegetables per person each day by 2030.
Gippsland was selected to lead the national trial due to its dual strength as both a major agricultural production hub and a region with strong community health networks.
The local rollout is backed by a broad coalition of local shires, regional health services, community organisations, foodservice and retail businesses, sporting clubs and agricultural leaders to make fresh produce more visible, accessible, and appealing.
Over the coming weeks, AUSVEG and Food & Fibre Gippsland will engage local vegetable growers and commercial partners, offering opportunities to participate by sharing campaign content, displaying promotional materials, hosting local activations, and encouraging workplace networks to take part.
