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Veg on Show

Veg on show:  normalising veg consumption through advertising and marketing

This workstream will tackle the challenge of how can we make eating veg appealing, exciting and aspirational to children (principally) and adults through advertising, marketing, digital media and creative industries.


  1. To 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. To co-create a shortlist of commitments which could be made by at the summit in June by broadcasters, media owners, producers, children’s digital media developers.
  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 chaired by:

Anna Taylor, Executive Director
at The Food Foundation and project board member.

Jo Ralling, ‎Director, Sugar Smart Campaign and UK Partnerships at the Jamie Oliver Food Foundation.


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 1st where they will discuss the challenge in detail, identify critical barriers to action, consider and refine / revise the draft language on commitments. They will specifically consider the potential impact of the commitment and specifically its impact on children and people living on a low income. 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.

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.