Our Journey Together

The Facts

Don’t eat enough

The Problem

80%KIDS

95%TEENS

80%ADULTS

VEGETABLES

We should be eating 3.5 portions/280g of veg per day

People on lower incomes eat ½ portion less!

Bring in the Experts

We visited various businesses in the veg supply chain

20 experts visited Birmingham for a 2 day Veg Retreat

Small & large scale growers, retail, wholesale, caterers & more

We identified barriers & bottlenecks in the supply chain

We created a common visionWe formed partnerships

Farm Inputs

Production

Processing

Wholesale Distribution

Retail and Food

Service Distribution

Consumer Demand

Nutrient Management

and Waste

The solution: Peas Please Approach • The Aim: to deliver food system change making it easier for everyone to eat more vegetables.

• The Approach: The Peas Please initiative is based on a collaborative process to build engagement and support from those working across the entire food system

• The 5 P’s• Pleasure – making our veg delicious whenever we

eat it

• Producers –growing veg sustainably at all different scales

• Prices that work for producers and consumers

• Products – new ways of getting veg into what we buy and eat every day

• Placement – more prominence in shops and on menus, more places to buy it in towns and cities

Farm Inputs

Production

Processing

Wholesale Distribution

Retail Distribution

Consumer Demand

Nutrient Management

Public Health message

Traditional approach

8 Areas of Focus

• Veg in Everything

• Veg on Show

• Veg on the Go

• Veg Direct

• Urban Veg

• Outlook for Veg

• Clever with Veg

• Veg Everywhere

Retailer Toolkit

Food Service Compendium

The Vegetable Summit 2017

LONDON CARDIFF EDINBURGH

Media coverage

Horticulture & Health

• The Brexit opportunity • Horticulture Hardy Heroes• UK veg self-sufficiency • Farmer & consumer subsidies • Brexit impact on our health • International learning • Incentivising veg

Strategy & Project Board

Prof. Martin WhiteCambridge University

Atul Patel PwC

Andrew StephenSRA

Giles QuickKantar Worldpanel

Richard SwannellWRAP

Anna TaylorFood Foundation

Courtney ScottFood Foundation

Celia NyssensNourish Scotland

Alex WardFood Foundation

Amber WheelerUniversity of South Wales PhD student

Katie PalmerFood Cardiff

Pete Ritchie Nourish Scotland

Duncan Williamson, WWF

Veg Ad Fund

Driving up demand: A Vegetable Marketing

Board that uses a wide range of marketing and advertising techniques to encourage people to consume more vegetables

Funding: £1-5m per annum sustainable fundingFunding structure: Retails | Producers | GovernmentMedia | Advertising1p for every £10 veg sold = £6m/year

Currently fundraising £100k concept stage

Advisory Board Chair: Catherine Brown

Shaleen MeeluBirmingham City Council

Peter Faassen de HeerScottish Government

Ruth HardingOn Purpose Graduate

Dr. David Lloyd- ThomasWelsh Government

Jack WardBritish Growers Association

James LowmanAssociation of Convenience Stores

Tim SmithAdvisor to Tesco

Ben ReynoldsSustain & Sustainable Food Cities

Saskia HeijnenWellcome Trust

Prof. Susan JebbOxford University

Karin BemelmansGroenten En Fruit

John DavidsonScottish Government

Joanne CaseyFSA Northern Ireland

Sally Warren DEFRA

Peas Please Pledger Conference

10.30-11.15 Our trailblazers and our food system

11.15 - 11.45 The end of the journey

11.45 - 12.45 Taking the first steps

12.45 - 13.45 Lunch

13.45 - 14.30 Tracking progress

14.30-14.45 #Vegpower

14.45 - 15.30 Expanding connections across the food system

15.30-16.00 Feedback and next steps

16.00 Close