Veg Pledge:
Login Register

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

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

This workstream is focusing 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 will pay specific attention to ensuring any new approaches maintain and help accelerate existing progress  on waste reduction.


  1. To 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. To co-create commitments which could be made by businesses and public policy makers to better support the sector in future.
  3. To identify any longer term actions which need to be made beyond June.
  4. To contribute to a Briefing paper on the workstream which will be published in advance of the summit.


This workstream will be co-chaired by:

Anna Taylor, Executive Director
at the Food Foundation and Peas Please project board member

James Lowman, Chief Executive at the Association of Convenience Stores

Ways of working

  1. A draft briefing paper will be prepared by the project team and circulated in mid January. The paper will provide evidence on the nature of the challenge, identify examples of innovation and provide tentative language on a commitment for the summit.
  2. The workstream members will meet on February 3rd where they will discuss the challenge in detail, identify critical barriers to action, consider and refine / revise the draft language on commitments. The discussion will take place under Chatham House Rules (membership of the group is known but comments are not attributed to any specific member).  The notes of the workstream meeting will be published on the Peas Please website by end February. All discussions will be at the pre-competitive level.
  3. The workstream could commission additional factfinding from the project team, or agree they need another face to face meeting or agree other actions necessary to refine the commitment before end March.
  4. The workstream members will provide comments on the draft briefing paper produced by the project team so this can be finalised in advance of the summit.
  5. Workstream members will be encouraged, where relevant to discuss the commitment within their own business / organisation with a view to committing at the summit. They will also be asked to help build support from other similar businesses or provide advice to the project team on this.

To view the full terms of reference click here.


If you are interested in joining this workstream or supporting the Peas Please project, please sign up HERE.