Veg Power is the brand manager for vegetables. A not-for-profit founded by The Food Foundation, Baroness Boycott, Sir John Hegarty and Hugh Fearnley-Whittingstall to inspire kids to eat more veg.

We’re about using the power of advertising to make positive changes. We’re funded by industry, government and the public and powered by the pro-bono generosity of our media and agency partners.

Veg Power officially launched in 2019 with the Eat Them to Defeat Them campaign in partnership with ITV and Adam & Eve/DDB.