Why now?

1. Poor diets cost the NHS at least £6billion a year. Rates still rising. Largest jump seen since monitoring began.

2. Prices of food is going up which pushes down consumption of F&V

3. British horticulture is threatened by uncertainties in the labour market

1 more portion please

We should be eating about 3.5 portions a day

People on low incomes eat about half a portion less

80% of adults95% of older children 80% of younger children

Much of our veg is highly processed. 17% of children’s veg comes from beans and pizza.

We need to eat at least one more

portion a day

eat too little

Are we making progress?

19741975

19761977

19781979

19801981

19821983

19841985

19861987

19881989

19901991

19921993

19941995

19961997

19981999

20002001

20022003

20042005

20062007

20082009

20102011

20122013

2014120

130

140

150

160

170

180

190

200

210

220

Vegetable purchases g/pp/per day, 1974-2014

Veg packing a punch

Preventing 20,000 deaths a year

Reducing our dietary carbon footprint by 17%

Products

1.2% of food advertising spend goes on veg

snacks

convenience

ready meals

Placement

Searching for veg

1:3 nurseries are not serving veg daily

Fast food dominated by meat, fat and carbs

Prices

• Relative prices incentivise poor diets: high fat sugar and salt foods are 2.5 times cheaper than veg (price per 1000kcal)

• Some families have such tight budgets that fresh veg may be unaffordable

• Prices are likely to start rising

Pleasure in our veg

Production opportunity

Thirty years ago 83% of the veg we eat came from the UK. Now it is 58%. More reliance on exotic veg.

If we eat one more portion a day and keep the same ratio of imports we need to grow 1.5 million MT more a year.

0

2

4

6

8

Mill

ion

Tonn

es/y

ear

Sign up to get involved at: www.foodfoundation.org.uk/PeasPlease

• Children can grow, cook and can name 20 varieties of veg

• Seasonality celebrated and craft veg revolution

• Sports are linked to veg and not HFSS

• TV soaps normalise veg eating

Pleasure, desirability, taste, connection

• Veg is the star on the plate• Loads of veg based snacks• More veg convenience food

in the home• All ready meals contain two

of your 5 a day• Real veg consumption not

veg as part of junk food• Frozen and canned valued

too

Product

• Producers are heroes and community figures

• More veg in public spaces and on rooftops instead of flowers

• Brownfield sites available for veg production

• Home hydroponics• New varieties

Production

• Box scheme linked to benefits• Voucher schemes for those on

low income• Free veg for kids at break time• Financial incentives to produce

healthy food• Veg is seen as affordable

Price

• Chicken shops have a veg offer• More visibility of veg on streets• Workplaces are helping people

to eat veg• Early education facilities have

veg on the menu• Veg at meetings to replace

biscuits• Carts at schools selling F&V at

schools

Placement

Access & availability

Affordability Desirability & Taste

Skills & convenience

Online consultation to prioritise key themes

Birmingham retreat

Launch

Commitment framework

Workshops, indepth investigations& policy briefings

Summit

e.g.Retail point of saleFast food offerFood on the goPublic foodPlanning incentivesInvestment in horticulture

e.g.Demand side incentivesSchool &nursery foodWaste reduction

e.g.Advertising & marketingEarly yearsConnection to growing

e.g.Ready mealsFrozen offerSchool cooking

Sign up to get involved at: www.foodfoundation.org.uk/PeasPlease

Save the Date: Peas Please Summit 7 June 2017