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.

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

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.

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

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.

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

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. 

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.

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.

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.

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.

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.

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. 

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.

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. 

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. 

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.

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.

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

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

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

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

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

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.

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

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.

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.

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.

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

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

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.

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.

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

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. 

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 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.

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

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.