THE BIG VEGGIE TAKEOVER
ABOUT THE CAMPAIGN
The Big Veggie Takeover began on LinkedIn on the 20th June 2024 - the summer solstice. The campaign is not only about pushing for fairer food advertising but a better, fairer food system - one in harmony with nature - and a better state of health for all, but especially kids. The campaign now also runs on Instagram.
THE BIG VEGGIE TAKEOVER
WHY IT EXISTS
'Mum, why don't you just ask everyone on LinkedIn to post a picture of a vegetable' said my then nine-year-old daughter in response to my growing frustration at the dominance of junk food advertising plastered across our towns.
Good food is foundational to health, life - but you wouldn't know it looking around.
And so I did.
From that seed of an idea, planted by my daughter, The Big Veggie Takeover was born.
We don't see broccoli - bursting with all its goodness - splashed across giant billboards because farmers don't have the marketing budgets of Big Food.
If we want to improve our food system and the state of our health, especially among kids, it matters what we see.
We have no visibility to the foods which help us thrive, that isn't right or fair. The Big Veggie Takeover - with your help - is on a mission to change that.
THE BIG VEGGIE TAKEOVER
THE 2026 CAMPAIGN SCHEDULE
The campaign follows the monthly full moon cycles - in recognition of our undeniable connection to nature and the seasons and cycles of life - something we tend to forget in our fast paced modern world and globalised food system.
3 January - Wolf Moon
1 February - Snow Moon
3 March - Worm Moon
2 April - Pink Moon
1 May - Flower Moon
31 May - Blue Moon
30 June - Strawberry Moon
29 July - Buck Moon
28 August - Sturgeon Moon
26 September - Harvest Moon
26 October - Hunter's Moon
24 November - Beaver Moon
24 December - Cold Moon
THE BIG VEGGIE TAKEOVER
THE ASK
If you’re an individual, business or organisation, here's how you can help:
- Commit and build the campaign dates into your calendar / marketing plan.
- On every monthly full moon at 9am, post a picture (on LinkedIn and / or Instagram @TheBigVeggieTakeover) of a vegetable, fruit or a hearty dish - in season, locally grown and organic (if you can) #TBVT
- Encourage your followers / customers to do the same - the more of us that do this, the greater the impact.
Change the billboard.
Change the food system.
Transform our health.
THE BIG VEGGIE TAKEOVER
WHY ORGANIC, LOCAL AND SEASONAL?
If we want a strong foundation of health for all, we need a food system rooted in healthy rich soil.
Farming in balance with nature is best for the soil, best for the plants and best for our health - studies demonstrate higher nutritional values with foods grown organically.
The Soil-Nutrient Density Connection
'Crops grown under regenerative practices show consistently higher concentrations of iron, zinc, calcium, magnesium, vitamin C, and polyphenols across 3,000+ peer-reviewed studies':
https://vitagri.org/research/soil-nutrient-density/
Study finds significant differences between organic and non-organic food
'The evidence from this study is overwhelming – that organic food is high in antioxidants and lower in toxic metals and pesticides':
Locally grown foods have travelled less and need less storage time, minimising our environmental impact and are often fresher with higher nutritional density values.
https://rodaleinstitute.org/blog/why-local-food-is-better-for-you/
And eating seasonally - keeps our bodies attuned to the seasons and cycles of life, helping us to rely on more of the foods which nourish us at different points through the year - e.g. heavier, warming foods during winter and lighter foods during summer.
Local and seasonal foods also help to keep us better connected to where and by whom our food has been grown.
Organic farming and maximising local and seasonal supply-chain opportunities where possible is a must if want a solid foundation of planetary health for all - now and in the future.
A COMMUNITY OF INDIVIDUALS, BUSINESSES AND ORGANISATIONS WHO UNITE UNDER EACH PASSING FULL MOON WITH A COMMON SHARED GOAL: TO GET GOOD FOOD SEEN
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THE STRAWBERRY MOON CAMPAIGN IS COMING UP...
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Here's what some of our supporters say...
Richenda Wilson Growing Communities UK
Richenda Wilson Growing Communities UK
Richenda Wilson Growing Communities UK
"Overprocessed, unhealthy food gets a massive marketing budget, while the food that truly nourishes us - fresh, seasonal, organic - is left in the shadows. I love being part of a movement that casts a bright light on the beauty, variety and versatility of the fruit and veg that keeps us well. It's a delight to see #TBVT gaining momentum with each full moon".
Kimberly Bunker, Peru
Richenda Wilson Growing Communities UK
Richenda Wilson Growing Communities UK
"Each month, participating in The Big Veggie Takeover achieves several things: It creates community. It reminds me (again) to eat unprocessed foods. It offers a creative challenge around an important topic. And it does the necessary work of giving visibility to the food that nourishes and heals us".
Nick Jefferson, UK
Nick Jefferson, UK
Nick Jefferson, UK
"I think this is a really important campaign. Vegetables deserve equal billing!"
Peter Contardo, USA
Nick Jefferson, UK
Nick Jefferson, UK
"Helping our kids understand where their food comes from is essential. As the author of Macie and the Magic Veggies, I’ve seen how powerful those vegetables become when they’re part of a story kids (and their parents) can relate to. #TBVT turns that idea into a movement—putting vegetables front and center and encouraging brands, growers, and families to celebrate fresh food".
FEATURE IN ONE OF THE CAMPAIGNS
If you're an organic farm, community gardener, organic whole food producer interested in featuring in one of the full moon campaigns then please get in touch.
THE BIG VEGGIE TAKEOVER
Change the billboard. Change the food system. Transform our health.
The Big Veggie Takeover
OFFICIAL SUPPORTERS
