The British farming industry has received a huge boost following the announcement that major companies have pledged to get Britain eating more veg.
Major companies have announced the plans to put more veg into every day food products at a UK-wide summit, with the backing of the likes of the National Farmers' Union and Soil Association.
Contract caterers are also making pledges, which will see more vegetables included in millions of meals.
Research shows that eating too little veg contributes to 20,000 premature deaths in the UK every year.
Data released by think tank The Food Foundation this summer showed that UK consumers are buying two thirds less veg than the amount recommended by health experts.
According to Government guidance on a healthy diet, 20% of Brits shopping should be made up of vegetables, but in reality it only reaches 7.2%.
Companies making veg pledges at a summit in central London today (24 October), organised by The Food Foundation, include: Lidl, Co-op, Sainsbury’s, Tesco, Greggs, Mars Food, Nestle, Sodexo, BaxterStorey, Autograph Education and Simply Fresh.
Boost for horticulture
A simultaneous event organised by Nourish Scotland will see the Scottish government pledge a new Fruit, Veg & Potato Industry Leadership Group which will develop an action plan for Scottish horticulture.
Collectively, the pledges amount to millions more portions of vegetables being added to meals in the UK with potential to give a boost for British farming at a time when the sector faces considerable uncertainty.
A number of member organisations are also pledging support, such as the NFU, the Sustainable Restaurant Association and the Soil Association.
Executive Director of the Food Foundation, Anna Taylor, said: "Our consumption of veg remains stubbornly low, with dangerous consequences. Our environments conspire against us – sugary fatty foods are piled high and sold cheap, while some places can be fruit and veg deserts.
"The pledges made today by these companies and public sector organisations have the potential to add up to millions of extra portions of veg on our plates every year."
