Turning Intent Into Action: Increasing Fruit and Veggie Consumption

June 2, 2026

A united fresh produce industry, shifting the dial in the fight against junk food, has demonstrated the power of children as influencers with the launch today of the 2026 Impact Report Turning Intent Into Action: Fruit and Veggies Yummy Yummy.

The International Fresh Produce Association Australia New Zealand (IFPA A‑NZ) has revealed first‑year outcomes of its national campaign, delivered in partnership with The Wiggles, Hort Innovation, AUSVEG and leading Australian fresh produce growers and marketers.

Key findings show the Fruit and Veggies Yummy Yummy campaign reached Australian families at unprecedented scale:

121 million views across The Wiggles’ channels, retail partners and media
Direct engagement with 1.9 million families through competitions, mailouts, digital content and retail activations
$7.23 million in media value

The campaign was initiated in response to global data showing Australians, more than other countries, take their children grocery shopping with them; and an overwhelming 97% admit children influence grocery selection.

Early evidence shows the power of music and movement is shifting the dial, with Australian parents serving their children more fruit and vegetable snacks than this time last year.

The IFPA Global Survey tracks Australian consumer habits and found increased awareness and action over the past 12 months:

6% increase in parents aware that fruit and veggie consumption is very important
3% increase in the number of parents who say most of their children's snacks are fruit and vegetables

Snackable formats are continuing to grow in popularity with baby cucumbers the fastest growing savoury snack and snacking tomatoes ranked fourth. Bananas reported an increased 4% in sales over the past year.

“The consequences of declining fruit and veggie consumption are impacting community health and our national economy,” said IFPA A-NZ Managing Director Belinda Wilson.

“Only 4% of Australian children are meeting the recommended daily intake of fruit and veggies.

“Australia has one of the highest rates of obesity in the world, with 25% of Australian children aged 5-17 overweight or obese.

“It was time for a united and innovative approach, and this campaign flipped the lid on traditional marketing by targeting children as influencers of the family shopping trolley. It called on parents to become role models and turn healthy eating intentions into everyday action for their families.”

Ms Wilson said the campaign was driving multi-generational change by making fruit and veggies fun, familiar and desirable.

“It’s about making memories with children of fruit and vegetables being fun, familiar and shared with people you love,” she said.

“Behavioural change doesn’t happen overnight, but I also know that some of our earliest experiences stay with us and shape us for life.”

Ms Wilson thanked funding partners Perfection Fresh Australia, Flavorite, Mitolo Family Farms, Mackays Marketing and Premier Fresh Australia for showcasing the industry and working collaboratively to deliver meaningful change.

She said the campaign highlighted the amplified impact of working together and looked forward to seeing the campaign grow at scale in years to come.

View the full report Turning Intent Into Action: Fruit and Veggies Yummy Yummy.

Additional Press