Kiwis aren't getting their five-plus servings of veggies a day according to the 2023/2024 New Zealand Health Survey, but that's no surprise to longstanding North Canterbury vegetable grower Cam Booker.

"All the growers around the country are asking the same question – What are people eating?

"Because it's not fruit and vegetables."

The survey, conducted by the Ministry of Health and published last month, showed that only 8.2% of children aged 2–14 years ate the recommended 2-5.5 servings per day.

Adults didn't fare much better.

Only one in 11 adults (9.1%) ate the recommended amount of vegetables (5 to 6 servings, depending on age and gender).

Booker, who sells produce directly to consumers via farmer's markets through his business Grown, said that with vegetable sales down, low prices and high input costs, times are particularly tough for growers.

"It's getting tougher and tougher, with the costs of all the inputs and interest rates, and farmers markets are not what they were."

Booker said it wasn't just small growers that were suffering. Bigger operations were also struggling.

"We want people to eat vegetables wherever they get them from because all growers are in the same boat., and there are next to no small growers left."

Booker believes consumer buying habits changed after COVID and weather events affected supply, pushing prices up.

"There weren't many vegetables around, so they were expensive, and people got out of the habit of eating them.

"But this year, prices have been so low, not even the bigger growers would be making anything."

Booker said it comes down to simple supply and demand.

"When they are in short supply, they are expensive, and when there are heaps around, they are cheap."

While vegetables are affordable at the moment, a recent report by the NZ Institute of Economic Research (NZIER) commissioned by Horticulture New Zealand (HORTNZ) in October warns fresh vegetable prices could increase dramatically if the Government doesn't move quickly to provide a clear and workable regulatory pathway for vegetable production.

The report said broccoli could go as high as $27 a kilo, or about $9 a head, if vegetable production is cut by 20% due to proposed regulations aimed at reducing nitrogen run-off.

The report suggests that a 20% reduction in supply could raise vegetable prices by at least 20%, potentially doubling them.

NZIER principal economist Chris Nixon says the report shows how the National Policy Statement for Freshwater (NPS-FM) is being interpreted and translated into freshwater regulations by councils, which could severely impact vegetable production and lead to sharp price increases for consumers.

"Without swift adjustments, key crops like broccoli could become significantly more expensive."

Michelle Sands, HortNZ's general manager of strategy and policy, is calling for the Government to prioritise commercial vegetable growing to ensure a steady, affordable vegetable supply.

Sands said that 80% of vegetables grown in New Zealand are sold for domestic consumption and that we cannot import enough vegetables to meet New Zealanders' requirements.

"For New Zealanders to have a secure supply of healthy and reasonably priced vegetables, we need fit-for-purpose regulation.

HortNZ says that the current freshwater regulations and regional council rules are one-size-fits-all and do not reflect the different conditions and requirements of vegetable growing.

It is seeking new national direction to recognise vegetable production as a matter of national importance and to make vegetable production a permitted activity, provided growers meet Freshwater Farm Plan requirements, which include reducing the impact of nitrogen leaching and sediment discharges.

"Healthy water and access to healthy vegetables are both nationally important, and we think achieving them both should be made a priority for New Zealanders, "Sands said.

Sands said most growers are already meeting environmental standards through industry certifications and called for a balanced and consistent approach to improving water quality.

"It is essential to take a nationally consistent approach because while only some areas have the specific combination of soil, climate and resources that vegetables need to grow, these areas supply the whole country."

While none of this is good news for the bank balances of Kiwi shoppers and growers alike, the Bookers are thinking outside the square to make ends meet and get more veggies on New Zealand plates.

Booker plans to create a platform to give people the skills and knowledge to grow their own vegetables.

"There has been a massive growth in people growing their own vegetables in their home garden, but often they are forging head blindly, and not knowing what they are doing."

Booker is planning a website and YouTube channel where subscribers can get tips on when to plant, where to source plants and seeds, and the best varieties for growing tasty veggies in abundance.

"Unfortunately, you can go to a garden centre or a nursery and buy plants that are not suitable for the season, and you are completely wasting your money.

"Or, you plant your garden, and everything starts coming ready when you are away at Christmas or New Year.

"Gardens need quite a lot of planning."

By Claire Inkson