New research from organic veg box company, Riverford, reveals that nearly half (47%) of Brits admit they rarely try new fruit and vegetables. 45% try to eat a variety but end up sticking to familiar favourites, with carrots, potatoes, and broccoli dominating British plates.
This lack of variety could be holding families back, as experts agree that gut health plays a critical role in digestion, immunity, and even mental health, but families relying on the same few vegetables each week may be missing out on essential nutrients and fibre needed to maintain a diverse and healthy gut microbiome.
Almost nine in ten (86%) Brits are confident fruit and veg can improve their gut health. But only one in five (19%) feel well informed about the role gut health plays in their overall wellbeing, and experts warn that a lack of variety could reduce the long-term health benefits.
Families are taking notice, with (77%) of parents recognising the importance of involving their family in gut health. Half of families say they eat together regularly, offering the perfect opportunity to explore new flavours and ingredients. The biggest barrier to getting their children to eat a variety of fruit and veg is picky eaters (58%).
Over three quarters (77%) of people don’t hit the recommended five pieces of fruit and veg a day, with most hitting 1-2 (37%) or 3-4 portions (37%) and only 15% hitting the recommended 5 a day. Better access to fresh, seasonal produce such as a veg box (26%), more time (23%) and knowing how they support gut health (25%) would all make it easier for people to eat more fruit and veg.
68% of people believe fruit and vegetables are the most beneficial to gut health, well ahead of products like Kefir (23%) and Kombucha (13%). Of those who purchase gut health products, only a quarter (23%) prefer them to eating fruit and vegetables.
Dr Camilla Stokholm, GP with a special interest in gut health, explains why diversity is essential: “Your gut microbiome thrives on variety. It’s concerning that the Riverford research found nearly half of Brits (47%) rarely try new fruits or vegetables. Sticking to what we’re used to might be comforting for us but it’s boring for our gut bugs! They go wild for variety and want you to keep them on their toes by mixing things up. Small, simple changes – like trying a new seasonal veg each week or adding a handful of seeds to every meal – can make all the difference.”
To encourage families to embrace the power of variety, Riverford is launching the 30-Day Veg Pledge, challenging families to include 30 different plant-based foods in their weekly diets, from seasonal vegetables to nuts, seeds, pulses, and grains. To make it easy, Riverford has created a free downloadable sheet to challenge people to tot their plants up over the week and track progress. Alternatively head to Riverford’s social channels @riverford for daily tips & recipes.
By turning it into a family activity, parents can encourage children of all ages to try new foods and learn about where their meals come from, while making mealtimes exciting and rewarding. “At Riverford, we believe food should be as exciting as it is nourishing,” says Hannah Neville Green, co-owner and nutritional therapist. “The 30 Veg Pledge is a simple, family-friendly way to explore seasonal eating, and reconnect with the joy of fresh produce. It’s about celebrating the incredible diversity of what’s in season, discovering new flavours, and building habits that benefit the whole family.”
The research also revealed Britain’s top ten vegetables – carrots, potatoes, and broccoli leading the pack – but also highlighted opportunities to explore less familiar seasonal options like leafy greens, squash, and fennel.
Top 10 Veg for Families:
- Carrots
- Potatoes
- Broccoli
- Mushrooms
- Onions
- Cauliflower
- Brussels sprouts
- Peas
- Leafy greens
- Cabbage
How to join the movement
Riverford’s 30 Veg Pledge is a chance for families to reconnect with the joy of eating
fresh, seasonal produce while improving their gut health. To join the movement and
explore new recipes, visit www.riverford.co.uk/gut-health
