Chef Matt Moran AM has joined the national movement to encourage more Australians to eat more Australian-grown vegetables, as ambassador for the Plus One Serve program.

This marks a new milestone for the national evidence-based program, designed to get every Australian eating one extra serve of vegetables each day by 2030.

As Plus One Serve ambassador, Mr Moran will help lead the campaign, a national call-to-action encouraging individuals, supply chain operators including retailers and foodservice outlets, educators, institutions, health sector organisations, government and community groups to take practical steps to increase vegetable consumption across Australia, to support better national health and Australia’s vegetable growers.

Mr Moran says joining the Plus One Serve movement as ambassador is a natural fit, given his passion for food, farming and sustainability.

“I’ve spent my whole career working with incredible Australian growers and producers, so supporting Plus One Serve was a very natural fit for me,” he says.

“We all know Australians need to eat more vegetables, but this is also about backing the farmers and regional communities producing our food every day.

“If we can get more people adding just one extra serve of veg to their meals, that’s a simple change that can make a real difference – for people’s health and for the future of Australian growers. That’s why getting behind Plus One Serve made a lot of sense for me.”

The Plus One Serve of Veg by 2030 program is led by AUSVEG, powered by co-investment from Hort Innovation.