Veg Power and the Food Foundation launched their Eat Well for Less campaign this week in response to rising food prices and widespread economic pressure.
The initiative provides accessible, practical advice with a “strong focus on fresh produce, beans and pulses” that highlights their benefits as “affordable, nutritious and filling staples”.
Its resources include a shareable digital flyer “packed with doable, tasty and budget-friendly help” and a poster that can be displayed in communal areas.
The campaign also provides video content and expert advice including meal planning guidance, batch cooking strategies from The Batch Lady, frozen vegetable tips from Hugh Fearnley-Whittingstall, waste reduction help from Tom Hunt and “clever food swaps aimed at extending household budgets”.
The distribution of the materials will take place through local networks, schools, nurseries, local authorities, pantries, food banks, community kitchens and projects, as well as online.
It comes after Food Foundation research found 65% of insecure households were buying less fruit and that 55% were purchasing fewer vegetables.
“The Eat Well for Less resources have been designed for all families in mind and will provide support to help them shop, cook and eat, keeping their family satisfied and nourished while being mindful of the impact to budgets,” said the Food Foundation place-based food systems manager Leon Ballin.
The campaign was developed with the help of Felix, Hubbub (The Community Fridge Network), Feeding Britain, the Bread and Butter Thing and FoodCycle.
It also forms part of a wider campaign to double the UK’s bean and pulse consumption over the next three years – dubbed Bang in Some Beans – funded by The National Lottery Community Fund to “put beans and pulses at the heart of British diets”.
“We’ve partnered with several key organisations to assist families and individuals across the UK in eating well affordably,” said Veg Power CEO Dan Parker. “As a not-for-profit dedicated to enhancing dietary health, our goal in offering this friendly, practical guidance is to make the 5-a-day target achievable for all, encouraging greater consumption of vegetables, fruit, and beans both now and in the future.”
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