Plant to plate. Thirty is the new five when it comes to healthy eating.

There’s an ad I’ve seen on TV a few times in the UK over recent years where a girl introduces her new boyfriend to her conservative family.  Initial encounters are somewhat frosty, but the dad and boyfriend eventually bond over their mutual love of plants.

In the ad the boyfriend describes himself as ‘The Plant Guy’; something I can relate to.  I am that person who my colleagues regularly see in the office watering the plants and the person who spent lockdown learning new skills – in my case Norwegian and plant medicine (more about the former another time).  To me, plants are fascinating – they have the most amazing abilities to heal and to nourish, and function with an intelligence we often underestimate as humans.

So it’s perhaps not surprising that I read with interest about UK dietary advice moving away from five fruit and vegetables a day, to 30 plants a week.  It’s probably not a bad idea given the current advice doesn’t seem to be working very well.  The average EU citizen doesn’t eat the WHO recommended quantity of 400g (equivalent to 5 fruit or veg).  While many other countries around the globe, especially in Africa, also have low consumption levels.  (The Chinese eat the most vegetables per person in case you were wondering).

The thinking behind this is to increase variety within our diets – more different plant species means a greater range of nutrients.  It also expands what we define as healthy eating; celebrating herbs, spices, pulses, nuts and grains which also implies it’s more inclusive and achievable across diverse diets and cultures.  And while 30 might seem a lot, advocates argue that the diversity of plants included within this definition means it’s actually not as difficult to achieve as it may seem.  Just reminding of us that diversity in our diets is important is progress in itself.

While there’s pretty strong evidence in support of the benefits, there’s less research out there right now among consumers to understand the extent to which they’re adopting this approach to healthy eating.  There is some evidence to suggest that it is easier to do than it may initially seem and that adding new ingredients to your diet can actually be fun!

As far as the negatives go, some suggest that it’s simply a rebrand of the same message, while others feel it’s just too complicated, and will require people to be more creative with their diet and have more time to prepare a more diverse range of meals.  There’s also concern that to achieve this people need access to a greater range of fresh produce, which is not always within easy reach, depending on whereabout you’re located, as well as the budget you have available to be able to afford a more diverse range of groceries.

The fact that there has been an explosion of new plant-based products on the market globally, from both established and new brands tapping into the trend, suggests that this way of eating aligns with what consumers are demanding.  The trend offers a great opportunity for new product development, as consumers seek convenient ways to eat healthily.

Only last week I purchased the lunch shown in the photo.  Is it a good thing that I can get my week’s worth of plants in one meal?  I guess time will tell whether this makes a real difference to our eating behaviours.

For brands, the shift toward “30 plants a week” isn’t just a new dietary guideline, it’s a call to innovate.  It opens up fresh territory for product development, marketing, and storytelling. From plant-rich ready meals and snacks to clearer on-pack labelling and educational content, there’s a real opportunity to help consumers navigate this change in a way that’s accessible, culturally relevant, and even fun. Those who can make plant diversity not only easy but desirable will be best placed to earn trust and basket share. It’s not just about ticking boxes; it’s about reimagining what it means to nourish ourselves, and the planet, through what we eat.