Australia’s Veggie Problem And Why Farmers Are Key to the Solution

Australia’s Veggie Problem And Why Farmers Are Key to the Solution

At Good & Fugly, we’re passionate about delivering delicious Aussie produce, including the perfectly imperfect kind, straight from farms to households. But there’s a bigger issue we need to talk about, and it’s sitting right in the middle of our plates:

Australia isn't eating enough vegetables and our farmers feel it.

We live in one of the world’s most abundant food-growing nations, yet:

  • The average adult eats just 1.8 servings of vegetables per day
  • Only 6.5% of adults reach the recommended five-plus serves
  • Just one extra serve per day across Australia would generate $4.8 billion in economic benefits
  • This isn’t just a missed opportunity for our health, it’s a missed opportunity for the farmers working tirelessly to grow the food that sustains us.

When We Don't Eat Our Veggies, Farmers Pay the Price

Behind every carrot, capsicum, and cucumber is a grower who has invested time, land, labour, and passion into feeding our communities. But when consumers don’t buy enough fresh produce, or expect only picture-perfect veg, farmers are left with unsold crops and shrinking margins.

That means:

  • Edible produce gets left in the fields
  • Good food never reaches Australian kitchens
  • Farmers lose income and economic security
  • Small-scale growers struggle to survive

For a sector already coping with rising costs, unpredictable weather, and tight margins, low vegetable consumption adds unnecessary pressure.

Eating More Veg Isn’t Just Healthy, It’s a Vote for Australian Agriculture

Every extra serve on your plate helps strengthen local food systems and supports the people who feed Australia.

When we choose to eat more veggies, we:

  • Boost demand for fresh Australian produce
  • Help farmers sell more of what they grow, not just the “perfect” pieces
  • Reduce food waste on farms
  • Improve national health outcomes
  • Unlock billions in economic benefit
  • Keep local farms thriving for generations to come

Eating better becomes a win-win, healthier households and stronger farming communities.

The Power of Imperfect Produce

At Good & Fugly, we make it easier for Australians to eat more veg and support farmers doing it tough. By giving “fugly” produce a home, we:

  • Give farmers a market for produce rejected by supermarkets
  • Reduce waste and increase farm income
  • Deliver fresh, nutritious produce straight to households
  • Help build a more sustainable food system

When you choose a fugly box, you’re not just buying vegetables — you're backing Aussie farmers and helping reshape how food is valued.

Let’s Help Farmers, One Extra Serve at a Time

This week, take the challenge:

Add just one extra serve of vegetables to your day.

Throw an avocado on your toast, add roasted carrots to dinner, snack on a handful of snow peas, small steps drive big change.

Because the more we fill our plates with fresh Australian vegetables, the more we fuel a stronger, fairer, and more sustainable food future.

Be Part of the Movement

If you’re ready to:

  • Eat better
  • Support Australian farmers
  • Reduce food waste
  • Champion a more sustainable food system

Join us.

Subscribe to Good & Fugly and help nourish Australia, one deliciously wonky veg at a time.

 

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