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Healthy made simple

Veg Power is a not-for-profit alliance dedicated to improving diets by making healthy, sustainable eating more desirable. Through collaboration, creative communications, and real-world insight Veg Power gets children excited about vegetables, fruit and beans and empowers everyone to make healthy eating simple.


Important update in use of children’s images

Our Campaigns

Our Partners

What people say…

If we want to improve our health and protect the environment, the one thing we should all be doing is eating more vegetables. Veg Power is by some margin the most creative attempt I have seen anywhere in the world to make this happen.

Henry Dimbleby, National Food Strategy

Anything that empowers kids to eat more veg is a win in my book – Veg Power deserves the support of the whole food system working together.

Jamie Oliver

The strength of Veg Power is the support from the whole farming and food system, it’s good for the health of the nation and good for growers.

Judith Batchelor, Director Of Sainsbury's Brand

Industry-backed initiatives like Veg Power have shown the value of positive advertising to promote vegetable consumption among children!

Rt Hon George Eustice MP, Secretary Of State, DEFRA

I owe endless thanks to the people behind the #EatThemToDefeatThem campaign. My daughter’s vegetable intake has increased tenfold! She loves telling us about all of the vegetables she’s defeating, and how she’s saving us all!

Just one of millions of parents

In almost 40 years of operating in the industry, this is by far the most effective pan industry initiative I’ve seen to promote the consumption of vegetables.

Jack Ward, British Growers

UK growers are proud of what we produce, encouraging children to eat more of our fantastic healthy vegetables is of paramount importance for the future health of the nation. We all need to support Veg Power in achieving these aims.

David Simmons, Riviera Produce