Developing the Peas Please initiative

Veg in everything: reformulation and product design 

This workstream tackled the challenge of how we increase the vegetable content in prepared and processed foods which are widely consumed. The two principle product categories discussed were ready meals and sandwiches. It formed the basis of one of our most impactful commitments for businesses – committing to NPD and reformulation initiatives that increased the vegetable content of these products. As a result our pledgers have sold several million additional portions of veg simply by reformulating and designing these products to be more veg-centric.

Objectives:

1. To explore the barriers to increasing the vegetable content of ready meals and sandwiches and identify case study examples of when and how these barriers have been overcome.
2. To co-create a commitment which could be made by ready-meal and sandwich manufacturers and retailers to increase the vegetable content of these foods.

This workstream was chaired by Pete Ritchie, Executive Director at Nourish Scotland and member of the Peas Please Project Board, and Stephen Elliot, then Buying Manager for Vegetables, Tesco PLC. To view the full terms of reference click here.

Veg on show: normalising veg consumption through advertising and marketing

This workstream tackled the challenge of how to make eating veg appealing, exciting and aspirational to children (principally) and adults through advertising, marketing, digital media and creative industries. This workstream formed the basis of what would eventually become Veg Power, our sister campaign using advertising and communications to make veg more appealing to children.

Objectives:

1. Explore the barriers to increasing the visibility and appeal of vegetables in advertising, marketing, digital media and creative industries, and specifically consider the current and potential role of brands.
2. Co-create a shortlist of commitments which could be made by broadcasters, media owners, producers, children’s digital media developers.

This workstream was chaired by Anna Taylor, Executive Director at The Food Foundation and Project Board member, and Jo Ralling, then ‎Director at the Sugar Smart Campaign and UK Partnerships at the Jamie Oliver Food Foundation. To view the full terms of reference click here.

Veg on the Go: improving veg offers in fast food, street food, sandwiches and snacks and workplace food

This workstream explored the challenge of how we can make it easier for people to eat veg when they are eating on the go or out of the home at cafes and restaurants and at work. It formed the basis for the commitments in our pledger framework that form the basis of all our work with the Out of Home sector.

Objectives:

1. Explore the barriers in the quantity and quality of veg on offer in quick service restaurants, bars, pubs, restaurants, in work canteens and in snack foods and identify examples of innovation and good practice.
2. Co-create commitments which could be made by businesses working in the Out of Home sector and large employers providing food for staff and snack companies.

This workstream was chaired by Juliane Caillouette-Noble, then Partnerships and Campaigns Manager at the Sustainable Restaurant Association, and Robin Hinks of The Food Foundation. To view the full terms of reference click here.

Veg direct: new ways of getting veg to low income consumers

This workstream focused on innovative approaches to making vegetables more affordable and accessible to people living on a low income. It looked at business models which provide a closer link between producers and consumers (through e.g. box schemes), or online aggregator models which reduce margins. It also included publicly or privately funded incentives including vouchers and free produce provided in stores, schools, or for households receiving income support, or received on prescription.

This workstream formed the basis of our subsequent work on the Healthy Start and Best Start Food schemes (including working with seven retailers on value-add offers to the scheme during the Covid-19 pandemic) and our work on box schemes via the Fruit and Veg Alliance.

Objectives:

1. Explore the range of existing initiatives which try to make veg more affordable and accessible to those living on a low income and discuss the barriers which prevent them from going to scale or having a bigger impact.
2. Co-create commitments which could be made by businesses or public policy makers to scale up effective models or pilot new approaches.

The workstream was co-chaired by Pete Ritchie, Executive Director at Nourish Scotland and Peas Please Project Board member, and Dr Gavin Milligan, Group Sustainability Director at William Jackson Food Group. 

Urban veg: creating cities which support veg consumption through public procurement and planning

This workstream focused on the different ways in which local authorities and city councils can make it easier for people to eat veg. It considered the role of public procurement of food for schools, hospitals, leisure centres and other public places and the role of planning instruments including business rates, byelaws, community interest levies, meanwhile spaces and zoning. It formed the basis of our partnership with Sustainable Food Places and the Veg Cities campaign, as well as influencing our work with schools and hospitals.

Objectives:

1. Explore the range of existing instruments which are being tested to support healthier urban food environments are being tried in the UK and abroad by public authorities.
2. Co-create commitments which could be made by businesses or public policy makers to scale up effective models or pilot new approaches.

This workstream was chaired by Katie Palmer, Sustainable Food Places Co-ordinator and Peas Please Project Board member, and Leon Ballin, Grow Sheffield, from Sustainable Food Places.

Outlook for veg: ensuring we have a thriving sustainable British horticulture sector post Brexit

This workstream focused on looking at how to ensure we have a thriving and sustainable horticulture sector in the UK which is producing quality, nutritious produce. It ended up forming the basis of our work with the Fruit and Vegetable Alliance, and fed into our report, Farming for 5-a-day.

Objectives:

1. To explore the range of approaches which have been proposed in the past or are being used now in the UK or elsewhere in Europe to support horticulture and identify those which have the greatest potential in future.
2. To co-create commitments which could be made by public policy makers to better support the sector in future.

This workstream was co-chaired by Amber Wheeler, member of the Peas Please Project Board and academic, and Jack Ward, Chief Executive of British Growers. To view the full terms of reference click here.

Clever with veg: upskilling the catering industry to cook veg which is delicious

This workstream focused on how we can skill up people working in foodservice to cook delicious vegetables and vegetable dishes. It included the skills of those selling us veg in our supermarkets and local stores to ensure they can provide good customer advice, looking at the role of apprenticeships and training required to transform the quality of the offer. The result was our focus on making veg tasty as well as more appealing, and our work with several university and training providers within our pledger community committing to integrate veg into their traditional chef and hospitality courses.

Objectives:

1. Explore the current landscape of apprenticeships and training courses for people preparing or cooking veg to identify critical gaps, and identify the best approaches being used to ensure veg tastes delicious.
2. Co-create commitments which could be made by businesses and public policy makers to better support the sector in future.

This workstream was co-chaired by Robin Hinks at The Food Foundation and Shaleen Meelu, Co-Founder of the Harborne Food School. To view the full terms of reference and a list of confirmed participants click here.

Veg everywhere: increasing the placement and promotion of veg on the streets and in the retail environment

This workstream focused on how we ensure vegetables are more visible, available in the right formats (frozen, packaging and convenience preparations) in our supermarkets and available in new locations on the high street (convenience stores, petrol stations, etc.). The workstream paid specific attention to ensuring any new approaches maintain and help accelerate existing progress on waste reduction.

The result were those commitments within our pledger framework focusing on better promotion and placement of veg, and our menu of actions for retailers summarising evidence-based ideas for doing so.

Objectives:

1. Review existing approaches to driving up veg sales and their likely impact on different market segments and identify where these have scope for wider replication.
2. Co-create commitments which could be made by businesses and public policy makers to better support the sector in future.

This workstream was co-chaired by Anna Taylor, Executive Director at The Food Foundation and Peas Please Project Board member, and James Lowman, Chief Executive at the Association of Convenience Stores.