The Australian fresh produce industry’s groundbreaking collaboration with The Wiggles was showcased at The New York Produce Show and Conference earlier this month.
Led by the International Fresh Produce Association Australia and New Zealand (IFPA A-NZ) and backed by industry and some of Australia’s most powerful fresh produce organisations, the Fruit and Veggies Yummy Yummy campaign is an unprecedented, whole of industry, practical activation to make fruit and vegetables fun and encourage lifelong changes in consumption habits.
The campaign name is a playful twist on the iconic Wiggles hit song, ‘Fruit Salad Yummy Yummy’.
Initially announced at Hort Connections in June, the campaign has been planned as a premier example of innovative advocacy and high-impart partnership to a global market.
IFPA managing director Belinda Wilson and Dorothy the Dinosaur, a beloved character from The Wiggles, participated in the show’s keynote breakfast, ribbon-cutting ceremony and consumer media luncheon before walking the trade show floor and meeting delegates.
“We are thrilled to lead this crucial conversation on the world stage and to showcase the Australian fresh produce industry as a whole,” Belinda says.
“Unhealthy eating is a global health crisis, one of the biggest challenges we collectively face,” she says.
“This activation with The Wiggles follows IFPA global data showing 96 per cent of Australians admit their children influence supermarket choices and, we are confident, in time, this campaign can inspire families in Australia and around the world.
“This is a united industry approach, we are much stronger when we work together.
“I will use every opportunity to highlight the incredible work of our industry partners AUSVEG and Hort Innovation and funding partners Perfection Fresh Australia, Flavorite Group, Mitolo Family Farms, Premier Fresh Australia and Mackays Marketing,” she says.
OG Blue Wiggle Anthony Field says the group is proud to be working with Australia’s fruit and vegetable industry.
“With more than 30 years of singing songs such as Fruit Salad Yummy Yummy and Hot Potato, this partnership takes our commitment to the next level, showcasing to children just how fun and delicious healthy eating can be.”
The world-class, three-day New York Produce Show and Conference included a trade show of 350 companies, educational micro-sessions, and tours of the region’s vibrant industry including retailers, wholesalers, foodservice distributors, and eateries, with more than 5000 delegates attending.
Global health crisis inspires campaign
Ninety six per cent of Australian children do not meet the recommended daily intake of fruit and vegetables of five serves of vegetables and at least two serves of fruit per day according to the Australian Institute of Health and Welfare.
This campaign was prompted by an IFPA Global Survey across seven countries found 56 per cent of Australian parents take their children shopping with them and 96 per cent admit children have influence over what goes in the trolley.
“The inspiration for our campaign came from global research which shows Australian parents actively involve children in food preparation and decision making,” Belinda adds.
“By working with The Wiggles, who are trusted by generations of families, we could connect directly with children, the key influencers of the family shopping basket,” he says.
“The entire Australian fresh produce industry has come together with a single shared goal: to inspire a lifelong love of fruit and vegetables in children, empowering them to positively influence their families’ food choices.
“The campaign has generated national and international coverage and is expected to gather greater momentum with back-to-school themed national retail activations planned for early 2026,” she says.
"Fruit and Veggies Yummy Yummy is a multi-media education campaign blending digital, social and live experiences by celebrating fresh food in an age-appropriate, positive way.”
Industry unites to back campaign
Flavorite marketing and communications manager Tom Millis agrees the campaign is the perfect fit for us because it's fun, educational and family-focused – everything The Wiggles stand for.
“They've been singing about fresh food for decades, and partnering with them allows us to reach children directly,” Tom says.
Mitolo Family Farms head of sales and marketing John Tselekidids says having access to a platform like The Wiggles has enabled us to tap into the huge audience The Wiggles reach every day.
Hort Innovation general manager marketing and communications Karina Keisler says this campaign highlights the importance of making healthy food choices fun and engaging for children.
“Hort Innovation is thrilled to partner with The Wiggles – a group synonymous with children, healthy eating and fun – and see Australia's fresh produce celebrated on an international stage”.
Mackays Marketing general manager marketing Tim Wilcox believes if we can reduce the friction involved in choosing fresh food, everyone wins.
“Working with The Wiggles lets the message land in a way kids actually pay attention to, and Mackays Marketing is glad to support a campaign that makes healthy choices feel natural for families,” he says.
