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The Wiggles front campaign to encourage healthy eating among young children
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Jun 13, 2025
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Beloved children’s entertainers have joined the fresh produce industry to inspire fruit and vegetable consumption in homes and ECEC settings.
A national campaign led by the International Fresh Produce Association Australia and New Zealand (IFPA ANZ) is enlisting The Wiggles to help children develop a love for fruit and vegetables, both at home and in early childhood education and care (ECEC) settings.Launched at Hort Connections this week, the Fruit and Veggies Yummy Yummy campaign is supported by Hort Innovation and features digital and social media content, concert appearances, and age-appropriate learning resources.
The initiative aims to foster lifelong healthy eating habits by engaging children through music and play.
Despite two-thirds of Australian parents saying it’s very important that children eat the recommended amount of fruit and vegetables, fewer than half report these foods make up most of their child’s snacks, according to IFPA ANZ’s international research.
Australian parents were also found to be less likely than those in other countries to prioritise daily fruit and vegetable intake.
Anthony Field, original Blue Wiggle, said the campaign aligns with the group’s long-standing commitment to promoting fresh food through music.
“We’re so excited to be part of this campaign and to support the mission of helping children eat more fruit and vegetables,” Mr Field said. “With more than 30 years of singing songs that celebrate fresh food, this partnership takes our commitment even further.”
Belinda Wilson, Managing Director of IFPA ANZ, said the collaboration builds on existing family habits around food preparation and choice.
“By partnering with The Wiggles, we’re helping children fall in love with fruit and vegetables and encouraging them to ask for them at the supermarket,” she said.
Hort Innovation CEO Brett Fifield said the campaign reflects a wider goal to support early healthy eating habits across households and ECEC environments.
“Our hope is that this colourful campaign will encourage early behaviour adoption and increased consumption of fresh fruit and veggies,” Mr Fifield said.
Campaign partners include AUSVEG, Perfection Fresh, Flavorite, Mitolo Family Farms, and banana growers Premier Fresh and MacKays Marketing.
Resources from the campaign may be useful for educators developing healthy eating programs. To learn more, visit www.horticulture.com.au
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