AUSVEG has partnered with the Outdoor Media Association and Health and Wellbeing Queensland for the 2026 instalment of the ‘Fresh veg, deliciously affordable’ campaign.

Commencing this week, this national campaign will see messaging promoting the benefits of buying and consuming vegetables feature across thousands of outdoor advertising billboards and signs in metro and regional locations across the country.

Running until 1 March, and coinciding with the back-to-school, back-to-work period, ‘Fresh veg, deliciously affordable’ encourages more Australians to include more Australian-grown vegetables in everyday meals and snacks, emphasising versatility and the great value they represent during a period of sustained cost-of-living pressure.

With Australians eating on average just 1.8 serves of the recommended five serves of vegetables daily, says the campaign, low and declining vegetable consumption has direct commercial consequences for growers.

The 2026 campaign follows AUSVEG’s 2025 ‘Industry sentiment report’, which found two in five (40%) surveyed Australian vegetable growers are considering leaving the industry within 12 months with rising costs and unviable returns two of the major reasons.

In light of the ongoing significant challenges facing Australian vegetable growers, AUSVEG says it has escalated its focus on advancing tangible, evidence-based measures to increase vegetable consumption, and improve the viability of Australian vegetable growing businesses, through the Plus One Serve program.

Plus One Serve is a national, evidence-based program led by AUSVEG, and supported by Hort Innovation, with the aim of helping every Australian eat one extra serve of vegetables each day by 2030.

‘Fresh veg, deliciously affordable’ is closely aligned with the Plus One Serve objectives of helping more Australians choose more vegetables more often, in support of national health, a more viable vegetable industry and stronger regional economies.