About Peas Please

This is a ground-breaking new initiative focused specifically on veg.  Our consumption levels are declining.  Peas Please aims to bring together farmers, retailers, fast food and restaurant chains, caterers, processors and government departments with a common goal of making it easier for everyone to eat veg.

Our diets are leading to high levels obesity, type 2 diabetes and other diet-related disease and we need to eat more veg.  The project will explore the levers along the supply chain which have the potential to increase vegetable consumption in a sustainable manner.  Peas Please recognises that, to date, education programmes have not had the desired impact.  So this project will focus on the wealth of opportunities there are, in the supply chain, for improving vegetable intake.

There are 5 peas in our Peas Please Pod:

  • Pleasure – making our veg delicious whenever we eat it and connecting us to where our veg comes from
  • 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


The Objective

To secure commitments from industry and government to improve the availability, acceptability (including convenience), affordability, and quality of the vegetable offer in shops, schools, fast food restaurants and beyond, and in turn stimulate increased vegetable  consumption among the UK public, particularly children and those on a low income.    These commitments will be made at summits in London (June 7 hosted by the London Produce Show), Wales (July) and Scotland (June 22).

To read more about the project, click HERE to view the full concept note.

The project partners involved in this initiative are:


The Food Foundation is an independent organisation that tackles the growing challenges facing the UK’s food system through the interests of the UK public. We provide clear analysis of the problems caused by the food system and develop and articulate evidence-based food policy and practice that supports people to make choices that improve their health.

Nourish Scotland is a Civil Society Organisation campaigning on food justice issues at a local, national, and international level. We believe that tasty and nutritious food should be accessible to all, and should treat workers and the environment fairly.

WWF is he world’s leading conservation organization. Food is just one of the areas WWF support; they work to secure a living planet that will sustain a more affluent population. From refining production and distribution to combating waste and environmental impacts, we want to improve how the world grows, transports and consumes food.

Food Cardiff was set up in recognition that the food we eat has an impact on our health, our communities, businesses, individual farmers, and the environment

Food should be good for people, good for the place we live, and good for our planet as well as being affordable and tasty. Good food creates strong, healthy communities. The way it’s produced respects people, animals and the natural environment and the way it’s sold supports the local economy.

This project is made possible by many sponsors and suppoters and we are very grateful to the following for their contributions:

Esmée Fairbairn Foundation aims to improve the quality of life for people and communities throughout the UK both now and in the future. We do this by funding the charitable work of organisations with the ideas and ability to achieve positive change.

The Nuffield Foundation is an endowed charitable trust that aims to improve social well-being in the widest sense. It funds research and innovation in education and social policy and also works to build capacity in education, science and social science research. The Nuffield Foundation has funded this project, but the views expressed are those of the authors and not necessarily those of the Foundation.

The London Produce Show offers educational seminars and workshops, chef demonstrations, an extensive student programme and tours to industry locations in and around London provided further opportunities to meet, share and learn from some of the world’s fresh produce thought and practice leaders.

Borough Market is London’s oldest and most renowned food market, a source of exceptional British and international produce. It also hosted the project's London launch.

Rare Food was the first caterer to be a member of the Sustainable Restaurant Association. They are a SRA certified caterer offering innovative creations.

Sustainable Glasgow aims to make this City one of the greenest in Europe.

The Partnership's diverse projects are improving quality of life in the city, boosting the economy and protecting the environment.

CLAS is an impartial, collaborative service aiming to increase community access to land across the UK. It helps communities and land managers gain satisfactory agreements on access to land by providing guidance on technical lease agreements and related issues.
CLAS has been developed to help combat the lack of available land for community gardening and associated green space activities.

North Glasgow Housing Association is a social landlord that operates in the North of Glasgow and was kind enough to host our project launch in Glasgow.

New Covent Garden Market is the largest fruit, vegetable and flower market in the UK.
With over 200 businesses, employing over 2,500 people, the Market supplies 40% of fresh fruit & vegetables eaten outside of the home in London and is used by 75% of London florists.