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Veg Pledges

These organisations have pledged to play their part to help everyone in Britain eat an extra portion of veg a day

Below summarises the specific commitments being made by each business or organisation – “The Veg Trailblazers” –  in line with the Peas Please commitments framework.  Each of these pledges has more detail agreed on how the commitments will be monitored etc.  This information is available on request from the Food Foundation.

Broadcaster

ITV

We pledge to work with Veg Power I developing the 2020 campaign. We will jointly develop the strategy, creative work and evaluation plans. In addition, ITV pledge to donate £1.5m airtime to the Eat Them To Defeat Them campaign. Read full pledge.

Government

Scottish Government

In Scotland, the Scottish Government has made commitments across different sectors to encourage veg consumption –  for example, supporting convenience stores with their veg offer, reviewing the Healthy Start scheme, increasing the land available for community growing and reviewing the school food regulations. Read full pledge

DEFRA

Supporting our vegetable growers and producers is of great importance. In particular, we want to support the use of sustainable horticultural practices which improve not only the environment and soil, but also quality of the vegetables produced. One way we are demonstrating our support for growers and producers is with our new online Food Marketplace website, which helps to connect ambitious food SMEs with government departments, schools and hospitals to secure public sector contracts.

“There’s a real opportunity that the horticultural industry, that has been overlooked for far too long, actually get the right kind of support, so that it can grow as an industry and supply our UK market.”  George Eustice, Minister of State at the Department of Envrionment, Food and Rural Affairs

Manufacturer

Mash Direct

We pledge to lead a promotional Eat them to defeat them in Northern Ireland and fund the provision of 45,000 school packs to children in primary school. In addition to this, we will focus on a different vegetable each week to link in with the campaign and promote this on social media every day. Read full pledge.

Mars Food UK

We pledge to increase the volume of veg in ready meals
and in on-pack and online recipes for meal ingredients and provide a ‘healthy meal’ option each lunchtime that includes 2 of your 5 a day, with no additional cost for the 2 portions of vegetables. Read full pledge

Nestle UK

We pledge to update all of our retail Maggi dry recipe mix, stock cube and stock pot meal recommendations to include at least two portions of vegetables per serving (on-pack and online) by the end of 2018. This will encourage 3 million people who buy these Maggi products every year to eat more veg.Read full pledge

Birdseye Food

We pledges to increase TV and online advertising for vegetables by 42% to £4.8m until December 2019. The ads will be shown during children’s TV programming times as well as during peak family viewing, with the nutrition message reaching social media users through Instagram, Facebook, Pinterest and Buzzfeed.

We will increase its vegetable product range, invest in consumer health messaging, and work with all major supermarkets to grow the number of veg promotions in store to attract more families into vegetables and pulses.

We will add nine new products to its vegetable range over the next 12 months including pulse and veg mixes. Read full pledge

Out-of-home contract caterers

Albacore

In our contracts where the client company employs more than 800 people, we pledge to increase the number of promotions within our annual marketing calendar that promote vegetables and menu choices which contain vegetables. Read full pledge.

Aramark

We are ensuring to increase the servings of veg by 10% by July 2020 (veg in this case follows government’s Eatwell guidelines, so does not include pulses or white potatoes) at two sites.

Read full pledge of University of Westminster.

Read full pledge of Robert Gordon University.

Autograph Education (part of Interserve)

Autograph Education (part of Interserve) pledges to ensure two portions of veg are served in 30% of schools reached through our Brighton and Hove, Bromley and Hastings contracts.  In the remaining 70% of schools we will take steps to support children to eat more veg and take opportunities where we can to deliver 2 portions in every meal.Read full pledge

Bartlett Mitchell

We pledge to increase the overall purchase in kgs of veg by September 2019 by 10% on current levels. We commit to providing 100% of our employees by September 2019 with nutrition education. Read full pledge.

BaxterStorey

We pledge to increase the overall percentage of vegetables purchased across BaxterStorey to an aspirational target of 15% of the total volume of food purchased, by the end of 2019 through a robust programme of innovation and marketing, including pop-ups, events and seasonal promotions. Read full pledge. 

Caterlink Ltd

We will achieve a 10% average increase in portions of veg served in our recipes compared to July 2017 – July 2019.
Due to challenges with monitoring all of our procurement we will measure progress against our sales of meals and portions of veg in our recipes. We will redesign key recipes to include more veg across our menu plans. We will also continue to promote vegetables through our ‘Added Benefits’ sessions in schools, and through collaborating with campaigns such as Veg Power. Read full pledge

CEC Catering

We pledge to increase our veg offer by 20%. We will achieve this by increasing the vegetable content of our hot meals and serving at least two side portions of vegetables with our main meals, as well as offering a salad bar with a minimum of 10 choices. 700 people in four staff canteens will benefit from this increased veg offer each day. Read full pledge.

Compass Group

We will pledge to increase procurement volumes of vegetables across all sectors of Compass Group UK and Ireland by 15% by 2020. We will ensure that where vegetables are served as a single portion that they are the equivalent of 1/5 a day. Compass Group will also reformulate our recipes to include more vegetable content wherever possible. This includes recipes from all day parts, made on site and bought in foods. Read full pledge

Edinburgh School of Food and Wine

We pledge to 1 Monthly School class (unpaid) using only Plant Based Ingredients, amend our Corporate Menu Selector to include 50% Plant Based meals and offer our Six Weeks Plant Based course to the market together with additional one day classes of Plant Based and Vegetarian course. Read full pledge.

Goals Soccer Centre

We pledge to serve veg crudités and fruit at children’s parties across all our 46 football centres. The healthy snacks will be served first and promoted through posters across our venues. We expect to serve an extra 100,000 portions of fruit and vegetables in 2019. Read full pledge

Havering Catering Services

We will increase the volume (kg) of vegetables served during lunchtime service by 10% by September 2020 in 6-8 of our primary schools (our flagship schools) who are trialling our pledge in order for us to roll this our further within the Borough. Read full pledge.

ISS

We will increase the servings (kg) of vegetables by 10% by July 2020 (veg in this case follows the government’s Eatwell Guide, so does not include pulses or white potatoes).  Read full pledge.

Olive Catering

We will increase vegetable servings by 10%, and achieve this through additional marketing to advertise and promote, as well as e-shots of recipes.  We will promote seasonal vegetables with recipe ideas provided by the Food Innovation Team (FIT) and implement veg smoothie bars in contracts. The FIT will focus the March managers meetings on “promoting vegetables”. Olive Catering will also implement mini mart stands in offices with salad and veg give aways as well as nutritional information. A “meat free day” will be introduced, using a menu that promotes seasonal vegetables. Read full pledge.

Sodexo

As a foodservice provider in the UK & Ireland serving around one million meals a day to people in hospitals, schools, the armed forces and prisons, we pledge to play our part to help everyone in Britain eat an extra portion of veg a day. We will support this by increasing the number of vegetables we procure by 10 per cent by 2020, creating more vegetable-focused recipes and continuing to roll out our successful pilot of Green & Lean – our sustainable meals range where all dishes are at least two thirds plant based. Read full pledge

Vacherin

We pledge to increase the volume (kg) of veg we offer by 20% by July 2020. We will achieve this by aim by using plant-based alternatives to replace meat proteins and driving sales of plant based meals. Read full pledge.

Vertas

We will continue to develop our menus to ensure that a minimum six varieties of vegetables and salads are available each week in our customer’s meal experience. We will add extra vegetables to composite dishes on our menus including our ‘Life on the Veg’ and ‘Pulse’ menu specials. We will offer fresh homemade soup as a daily special during the winter months in High Schools which are made from a vegetable base. Read full pledge

Out-of-home High Street

Ask Italian

We are ensuring that all children’s meals include at least two portions of veg through kids starter ‘Kids Vegetable Stick & Bread Soldiers’ which includes vegetables sticks and a tomato dip and by offering peas with every main. With our pledge, we commit to aiming for continuous progress to increase the portions of veg we serve to children every year. Read full pledge. 

Brewers Fayre (Whitebread)

We will continue to ensure that our children’s meals include at least two portions of veg through our new menu developments that will be launched around Autumn 2019. The menu development will include a range of initiatives such as veg starters and a minimum of one veg portion in the main meal item, extra hidden veg and potentially offering more vegetarian options. With our pledge, we commit to continuous progress to increase the portions of veg we serve to children every year. Read full pledge.

Giraffe

We are ensuring that all children’s meals include at least two portions of veg, for example through veg crudites or two veg portions in the main meal item. With our pledge, we commit to aiming for continuous progress to increase the portions of veg we serve to children every year. Read full pledge.

Gregg PLC

We pledge that 100% of Greggs soup and leaf-based meal salads will  provide at least one portion of veg. We commit to grow the like for like volume each year between January 2018 and October 2020. Through these ranges we will sell an additional 15 million portions of veg over the period from January 2018 to  October 2020.  We also pledge that 50% of Greggs cold sandwiches will provide half a portion of veg. Increased use of veg and salad will be a new strategic criteria for New Product Development. Read full pledge

Harvester

We are ensuring that our children’s meals include at least 2 portions of veg, through veg starters and a minimum of 1 veg portion in the main meal item and through our free salad bar for children. Because this is already something we are doing, for our pledge we commit to aiming for continuous progress to increase the portions of veg we make available to children every year. Read full pledge. 

Hungry Horse (GreeneKing)

We are committing to working towards ensuring that all of our children’s menus can include at least two portions of vegetables. We are planning a new menu for spring 2020 including redesigning our side options to enable parents to choose more than one vegetable side and will explore other opportunities within our menu redevelopment to get more veg on the plate in children’s meals. Read full pledge.

Ikea

We are ensuring that all children’s meals include at least two portions of veg, through both veg crudites and a minimum of one veg side and veg within the main meal item. All of our children’s meals are aligned with PHE’s nutritional guidelines, and we also offer free veg baby pouches in our restaurants for all of IKEA customers. With our pledge, we commit to aiming for continuous progress to increase the portions of veg we make available to children every year. Read full pledge. 

JD Wetherspoons

We are ensuring that our children’s meals include at least two portions of  veg. We already have two portions as an option with all “bigger appetite” dishes and most “smaller appetite” dishes and plan to review how the default can be improved. We are also due to trial a free “carrot bag” early 2020, as well as menu redevelopment to get more “hidden” veg included. With our pledge, we commit to aiming for continuous progress to increase the portions of veg we serve to children every year. Read full pledge

Leon

We are ensuring that our children’s meals include at least two portions of veg. Because children’s meals are only a small proportion of our sales, we would like to commit to an overall increase in servings of veg. With our pledge, we commit to aiming for continuous progress to increase the portions of veg in our menus every year. Read full pledge.

Prezzo

We are ensuring that all children’s meals include at least two portions of veg through our free two portions of broccoli and peas with every main meal. The two portions of veg we offer are optional but do not compete with free chips or potatoes, and we commit to working towards maximising the uptake of this option with our guests. With our pledge, we commit to aiming for continuous progress to increase the portions of veg we serve to children every year. Read full pledge. 

Brains Pubs

S A Brain & Co Ltd

We pledge to increase the portions of veg in children’s meals from one portion to two, working to implement in 30-40 of our restaurants in year one. We also commit to training our staff to enable a culture that supports veg choices and therefore promotes vegetable consumption with our customers. Read full pledge.

Zizzi

We are ensuring that all children’s meals include at least two portions of veg, through both veg crudites and a minimum of one veg portion in the main meal item (pizza). With our pledge, we commit to aiming for continuous progress to increase the portions of veg we make available to children every year. Read full pledge. 

Public Food Procurement

Cardiff and Vale University Health Board

Cardiff and Vale UHB commit to increasing the number of portions of veg we sell in our flagship staff and visitor restaurant, Y Gegin, as part of a wider programme of work to  develop healthy options and menu items to ensure a 75% – 25% split in favour of healthy options available at all Health Board catering outlets.  We will monitor progress using our Audit Tool to assess compliance and volume of veg sold. We will also deliver accredited training to Catering Staff to improve their knowledge and confidence to promote healthy options with customers and display the winning Poster in GP surgeries and on hospital screens. Read full pledge

Retailers

Aldi

We will run 12 advertising campaigns to specifically promote veg consumption through the Aldi Super 6. We commit to putting vegetables in higher footfall areas in our stores and dedicating more space to them. We pledge to provide additional promotional space to vegetables, with the ambition of increasing consumption. We aim to increase the amount of vegetables in our online recipes. Read full pledge

Asda

On top of our existing work to promote veg consumption, we pledge to include a weekly feature on our social media of vegetables and advertise at least one seasonal vegetable in our magazine, online and on our social media every month. We will promote Peas Please to our customers and indicate which cooking sauces include one of your five a day where possible. We will put vegetables at the top of the agenda when planning retail new product design across all our food categories and increase veg options in our lunchtime meal deals. Read full pledge

Coop

On top of our existing work to promote veg consumption, we pledge to include a weekly feature on our social media of vegetables and advertise at least one seasonal vegetable in our magazine, online and on our social media every month. We will promote Peas Please to our customers and indicate which cooking sauces include one of your five a day where possible. We will put vegetables at the top of the agenda when planning retail new product design across all our food categories and increase veg options in our lunchtime meal deals. Read full pledge

Henderson Spar NI

We pledge to further grow these partnerships with the relaunch of our produce range as The Greengrocer, with a goal of increasing our vegetable sales by 5% year on year. We will achieve this through a wider range of convenience products like prepared sliced and diced vegetables, packaged leaves and salads join a new range of stir fry or microwavable packs, promotional pricing, communications and point of sale information. Read full pledge

Lidl

We pledge to increase our range of fun sized veg to make it more appealing to children; to include one portion of veg (80g) in every ready meal or an equivalent serving suggestion on pack; to include two portions of veg in all our online recipes and to promote veg in store, online and on printed promotional materials.

We will also continue with our other commitments such as putting veg alongside fruit at the front of our new stores and promoting more than six types of vegetables per month through ‘pick of the week’. Read full pledge

Sainsbury's

We pledge to providing customers with inspiration and recipes ideas, we will positively promote the use of vegetables within scratch cooking at home. We will continue to increase the amount of veg within our customer baskets to help achieve 5 a day.  Read full pledge.

Simply Fresh

We pledge to make sure our side dish in evening meal deals always includes both a salad and a vegetable. We will ensure that all retail main-course recipes published across all advertising space includes at least 2 portions of veg. We will do more veg adverts and make them even more appealing, advertising veg weekly on social media  and at least monthly through both print and digital channels. We will put vegetables in higher footfall parts of the store (including through chilled checkouts) and set aside more space for them. We will dedicate promotional space to at least one vegetable line per week.  We also pledge to make it easier for people with Healthy Start vouchers to spend them on fruit and veg. Read full pledge

Tesco

We pledge to increase sales of veg by adopting new measures which drive increased consumption while maintaining their existing commitments to reduce waste. We also plan to increase the proportion of our ready meals which contain at least one of your five a day. Read full pledge

Waitrose

We pledge to finding new ways of inspiring our customers to incorporate vegetables into their and their family’s diets. We pledge to put vegetables at the top of the agenda of new product development and commit to recommending other vegetable options to our online shoppers. We also commit to positioning vegetables in high footfall areas of our stores. Read full pledge.

System Influencers

Association of Convenience Stores (ACS)

We pledge to incentivise retailers to sell more veg by sponsoring a new award at the Retail Industry Awards, Convenience Retail Awards, and HIM CTP Awards. The award will recognise and reward convenience retailers who increase sales and encourage consumption of fresh fruit and vegetables. ​Read full pledge

Chefs@School

We pledge to continue to develop our educational resources and to inspire and teach about vegetables in every classroom session that our volunteers undertake in schools. We will do this by developing new vegetable-based recipes for schools for both our Healthy Snack Workshops and our Soupathon Project, we will also continue to develop a legacy for the projects by delivering teacher CPD sessions on Grow, Cook Eat projects. We anticipate 6,000 children will be reached by these activities. Read full pledge

Community Supported Agriculture (CSA)

We pledge to encourage CSA’s to participate in the Healthy Start scheme and provide support and training to existing and emerging CSA projects across the UK, helping them engage more people and increasing local vegetable production. Read full pledge.

Horticulture Forum

We pledges to ensure that fruit and vegetable growers are represented when lobbing government on horticulture issues that affect their business. The Forum pledges to continue to promote local fruit and vegetables to children and adults as long as they continue to exhibit at Balmoral Show. The Forum will also use it’s Facebook Page to post and endorse vegetable promotions. Finally the Forum will also ensure that incoming office bearers are aware and committed to delivering the pledge. Read full pledge.

Lantra

Lantra, on behalf of Tyfu Cymru, pledge to produce an Action Plan for Commercial Horticulture for Welsh Government. This will look at how we can protect but also develop and grow the horticulture industry in an innovative and sustainable way in Wales. Read full pledge.

Saffron

We will promote Peas Please among all of our clients (who operate in excess of 5000 UK sites) and aim to engage directly with them between October 2018 and October 2019 to encourage them to take action to move towards 2 portions of veg included as standard in a main meal. We will support our clients to monitor their progress via innovative reports that can help them to evidence the increasing amount of veg they are buying. Read full pledge.

Social Farms and Gardens

We pledge to lobby for community growing spaces in all communities in Wales that want to work together to grow vegetables.  We will provide support and training to existing and emerging growing projects helping them engage more people in local food production and increase productivity.  We will continue to raise the challenges and push for more support for sustainable horticulture. Read full pledge.

Soil Association

We pledge to ask all restaurants participating in our Out to Lunch campaign (25 of the UK’s largest chains) to include two portions of veg in every children’s meal and to support menu development to this end. If just half the chains on the league table achieve this it will mean 100 million children’s meal options served with extra veg this year. Read full pledge

Sustainable Food Cities (SFU)

We are thrilled to announce that following a consultation with Sustainable Food Cities members our next campaign, starting in summer 2018 will be Veg Cities. Over the coming months we will be working with the Food Foundation and other Peas Please partners to build the resources to help other cities get on board with this campaign throughout the 50 strong network of Sustainable Food Cities. Read full pledge

Sustainable Restaurant Association

We pledge to continue encouraging members and the restaurant sector at large to increase the amount of veg they sell, through our ‘More Veg and Better Meat’ and ‘Kids Veg Out’ campaigns from 2017, and future campaigns in the coming years. Read full pledge

The University Caterers Organisation (TUCO)

We pledge to actively engage with our members to promote increased vegetable consumption across our communications channels and support their campaigns to encourage students to eat more vegetables. Read full pledge

Ulster Farmer's Union (UFU)

The Ulster Farmers’ Union recognise the importance of fruit and vegetable production in Northern Ireland through its contribution to the local economy, the environment and the health of consumers. The UFU is committed to supporting growers’ build resilient, sustainable and profitable businesses through our policy influence in order to increase fruit and vegetable production and subsequently consumption in NI. The UFU pledges to create a vibrant image of fruit and vegetables through social media, local press and grower consumer interactions events.  Read full pledge.

WRAP

We commit to helping everyone to eat more vegetables by working with businesses via our existing industry-facing programmes to encourage them to help customers throw away less vegetables and get vegetable portion sizes right. ​

We commit to help consumers eat more vegetables and waste less by improving labelling information on fresh produce as part of developing new labelling guidance for business.​

We commit to help everyone eat more vegetables and waste less by improving measurement of food consumption.​ Read full pledge.

Wholesalers

Bidfood

We pledge to include two portions of vegetables as part of the main meals available within our canteens, in a bid to help feed the 5,000 (Bidfood employees). As well as this, we’re looking to increase the amount of veg based snacks available across our business.

Our Food Development team will begin to develop customer recipes that include hidden vegetables, as well as how to swap ingredients for vegetables that don’t increase the cost of the meal for consumers.

We also pledge to promote vegetables through our marketing channels, where possible. Read full pledge.

Castell Howell

Castell Howell’s manufacturing partner, Authentic Curries and World Foods currently produces 3 product lines that contain more than 2 portions veg (>160g). The annual sales of these product lines are expected to be in the region of 50,000 portions for 2018. They also produce 13 product lines that contain at least one portion of veg (80g).The annual sales of this product are projected to be nearly 700,000 portions for 2018. We will endeavour to increase the vegetable content by up to 20% to a minimum of 80g in a further 5 product lines during 2018 with projected sales of around 150, 000 portions. By the end of 2018  we will aim for 21 of  Authentic Curries and World Foods Company’s ready meal lines to contain a minimum of one portion of veg and we will endeavour to ensure that all new product development contains a 
minimum of 1 portion of veg where appropriate.​ Read full pledge

GroentenFruit Huis (Fresh Produce Centre), The Netherlands

The Dutch vegetable industry, united in the GroentenFruit Huis (Fresh Produce Centre) commit to focus on innovation of product and services in their business with the United Kingdom, with the aim of increasing consumption and to promote a healthy diet, for children in particular. Efforts will continue to provide more attractive, sustainable and high quality products, also in terms of packaging, labelling and ​marketing. Best practices for driving increased consumption in the wider society (such as healthcare) will be actively shared with UK partners by the Dutch National Action Plan for Fruit and Vegetables​. Read full pledge

Puffin Produce

Puffin Produce will further develop sustainable horticulture in Wales and contribute to the development of a Wales Horticulture Action Plan with Tyfu Cymru by 2020. We will increase production of vegetables in Wales by 50% by 2020. Read full pledge.

Workplace, Events and Education

Dynamic Earth

We pledge to ensure that each child’s serving of hot meals is inclusive of 2 portions of veg at no extra charge and to increase the range of veg & salad available in our servery & salad bars. We will promote them in a manner that is eye-catching and appealing to children & adults alike. We will ensure that all our interactive & self serve food areas have veg snack options available. Finally, we will increase the amount of veg in all our soups, which currently contain 50-80g per serving, to ensure that each serving contains 100g of veg. Through this range of actions, we aim to increase the amount of veg that we serve each day by 10%. Read full pledge. 

PwC BaxterStorey

We pledge to increase the overall percentage of fruit and vegetables in the meals offered via BaxterStorey restaurants in PwC’s offices across the UK, from 15% to 25% by June 2020.

We’ll be testing activities such as: dedicated vegetarian and vegan options, fruit and veg mini-mart stands in offices for easier healthy snacking and Celebrate the Seasons ‘hero’ veg campaigns.

Across the wider PwC community, we’ll raise awareness of the campaign via internal channels and produce quarterly e-recipe cards, encouraging our employees to be vegetable trailblazers at home as well as work. Read full pledge

Twickenham Stadium

We commit to supporting Peas Please in their ambition to increase the volume of vegetables served to the British public. As such, Twickenham has committed to increasing the amount of vegetables and vegan options at all major sporting events (both within Hospitality and retail catering units), conferences and private dinners held at the stadium. Read full pledge.

University of West London

We will increase servings of vegetables by 10% across the Geller College restaurant, students’ union, and Elior’s university restaurant.  This will be achieved by recipe development and pro-veg promotions on site. The University of West London (UWL) will also focus on vegetables as a key food category for sustainability and health within the education of students studying Culinary Arts and Professional Cookery at UWL’s London Geller College of Tourism and Hospitality. Students will also be asked to take an online course around sustainable and healthy food, with a focus on why vegetables are an important part of the solution. Approximately 60 students will take this course. Read full pledge

University of South Wales

We will increase our veg offering across University of South Wales run outlets by 15% by 2023. We will do this by building in two portions of vegetables into main meals as standard, offering more vegetable based options on the salad bar, offering a free veg side with every main meal, altering our meat based recipes to include a higher proportion of vegetables and improving the communication available to the consumer to inform them that they can benefit from a reduced price for a salad as part of a main meal. Read full pledge.

Supporters

National Farmers' Union

We’re working hard to secure: continued access to sufficient numbers of workers to pick and pack our crops; a crop protection policy that puts us on a level playing field with the rest of the EU; the continuation and development of the Producer Organisation scheme to support investment in productivity on farm; and commitments from retailers to deliver greater fairness and transparency with their suppliers. Read full pledge

Scottish Grocers' Federation

Scottish Grocers Federation pledges to continue to work in partnership with the Scottish government to support the ongoing development of the Healthy Living Programme. SGF will use its events, communication channels and stakeholder forums to encourage retailers to participate in the programme and to recognise the benefits of providing customers with healthy eating options, particularly fresh fruit and vegetables.

Veg Cities

Veg Cities

The Veg Cities programme is part of the Sustainable Food Cities initiative, and focussed on raising the bar of what can be achieved locally on key food issues through combined action of local food partnerships and individuals. All Veg Cities commit to coordinating activity to increase the availability and consumption of vegetables at a local level.

Find out more about our 25 Veg City pledgers.