Vegetables: affordable, nutritious … and missing from Australian plates  

• Australians aren’t eating enough vegetables, with fewer than 5% meeting the recommended 5 serves a day, at a time when food insecurity is rising and preventable chronic disease is placing pressure on the health system. 
• A partnership between Health and Wellbeing Queensland, and the Outdoor Media Association (OMA) and AUSVEG is launching the 2026 Fresh Veg, Deliciously Affordable campaign to encourage Australians to eat more vegetables. 
• Vegetables are one of the most affordable ways to improve health, costing around 70 cents per serve, making them a smart choice as households tighten their budgets. 

Australia’s persistently low vegetable consumption, significant chronic disease burden, and increasing food insecurity have brought Health and Wellbeing Queensland, the Outdoor Media Association (OMA), and AUSVEG together in a longstanding partnership designed to make a difference. 

Inspiring Australians to eat more vegetables

The 2026 Fresh Veg, Deliciously Affordable campaign launches today, marking the 5th year of partnership with the OMA and the second with AUSVEG to make fresh vegetables more accessible and appealing for all Australians. 

Using Out of Home infrastructure, the national campaign is designed to inspire Australians to increase their vegetable consumption by choosing veggies because they are nutritious, delicious and affordable. 

Dr Robyn Littlewood, Chief Executive, Health and Wellbeing Queensland embraced the opportunity to encourage Australians to eat more vegetables. 

‘Despite Australians doing their best, we are simply not eating enough veggies. Nationally, fewer than 5% of us meet the recommended 5 serves a day. Vegetable consumption remains low at a time when food insecurity is increasing, and the burden of potentially preventable chronic disease continues to place pressure on our health system. 

‘Many Australians are cutting back on meals to pay bills, yet vegetables remain one of the most affordable ways to improve health, costing around $0.70 per serve, compared with common snack foods like chips and muesli bars, which cost $0.84 or more per serve.’ 

Food insecurity on the rise

The Foodbank Hunger Report 2025 revealed that 61% of food insecure households are compromising on nutrition, skipping meals or in some cases, going entire days without eating.   

Research commissioned by Health and Wellbeing Queensland showed 1/4 of people had reduced their portion sizes in the past 6 months because they couldn’t afford enough food, while 22% skipped meals due to financial pressure. 

According to the Living Healthy Report 2025, Australian households spend around $240 a week on groceries, with about 40% of that spend going on discretionary foods such as chips, chocolate, soft drinks and biscuits. 

‘Swapping out snacks for vegetables is a simple, cost-effective place to start,’ Dr Littlewood said. 

‘There’s a common perception that healthy food costs more, but when you look at the cost per serve, vegetables often come out cheaper.  

‘Even small daily changes can make a meaningful difference. Just one extra serve of vegetables a day can help reduce the risk of chronic disease while adding value and nutrition to a family’s weekly shop.’ 

To learn more about this year’s campaign, visit the Boost Your Healthy website.