Fresh & Fruitful – Seed Challenge Shortlist

We’re thrilled to be shortlisted as one of ten final projects for the VicHealth Seed Challenge.

In April, the VicHealth Seed Challenge posed the question: “How do we improve fruit and vegetable supply and access, as well as develop and promote a culture of healthy eating in Victoria?”

We saw this as an opportunity to develop our project Fresh & Fruitful. We’ve been collaborating with Dr Shelley Wilkinson, Senior Research Dietitian at Mater Health Services/Mater Research  to see how we might provide evidence-based nutritional advice to women during pregnancy in a way that might change behaviour. We also began a dialogue with Dr Safeera Hussainy and Assoc Prof Kay Stewart  at the Faculty of Pharmacy and Pharmaceutical Sciences in Monash University about what materials might be used in the continuing education of community pharmacists so that they too could be influential in behaviour change.

Our project will produce short and engaging animations that influence healthy eating behaviours, particularly the consumption of fruit and vegetables for young women, especially during pregnancy. The animations will be available via YouTube and embedded in a simple website for reference and access. The animations will be used and assessed against more traditional forms of education with young women, and with associated frontline health professionals such as community pharmacists.

Bridge8 receives $1000 to develop our proposal and go into the running to become one of two finalists to receive up to $100,000 each to grow their idea. Specialist business development support from The Australian Centre for Social Innovation will be provided for the winning entries and the winners will be announced 13 September 2013.

VicHealth CEO Jerril Rechter said 54 high quality applications were received, representing a strong desire from a wide range of sectors to address future fresh food shortages and poor nutrition across the state.

“We asked people to be creative, to think big, and to take advantage of new technology so we can propose solutions to a very complex problem Victoria faces. Each of our 10 shortlisted entries has delivered that,” Ms Rechter said.

“Ultimately, the two winners will be those projects which ensure nutritious food is sustainable, available, and affordable for all Victorians to enjoy. They also need to look at the culture of healthy eating in Victoria and revive the value we once placed on fruit and vegetables, so that the healthy choice is the easiest and most desirable choice.”

The shortlisted VicHealth Seed Challenge projects are:

  • Healthy Food Connects – Mildura Rural City Council: using technology to connect local farmers with the community by developing an open food hub and QR codes with healthy recipes.
  • Suspended fresh food at farmers’ markets – Victorian Farmers’ Markets Association: a charitable user-pays system where fresh and healthy food is offered on a sliding price scale to improve affordability for low-income earners.
  • The Good Food Convoy – Sustainable Table: a portable ‘mini marketplace’ that will visit areas with limited access to fresh food and provide education, particularly aimed at children, along the way.
  • Pop Up Fresh Food Markets – Inspiro: A series of pop up mini markets for the Yarra Ranges area to visit local ‘food deserts’, along with a mobile phone app and website to track the markets’ location.
  •  Construction Workers Eating Phone Application Quiz and tips – Incolink Foundation Fund: a mobile phone app to provide healthy eating information and education to construction workers via a series of quizzes along with key industry news.
  • Fresh and Fruitful, eating advice for new and expecting mums – Bridge8: a series of short animations for pregnant women and new mothers with expert advice on nutrition for both mum and baby.
  • 3000acres – Planisphere: an online platform that maps potential food growing spaces and empowers the community to utilise and protect valuable agricultural land for future food security.
  • Open Food Network – Open Food Web Foundation: the development of a free online food marketplace using existing fresh food networks and giving new users the ability to connect, trade and co-ordinate movement of food, particularly for disadvantaged Victorians.
  • Locavore Market, a gamified system for changing behaviours – Monash University: applying high-tech ‘gamification’ techniques to Victoria’s food system by allowing people to choose what to grow and where and how to distribute produce. Users of the technology create avatars and essentially become players in a game which yields real life results.
  • 3 Squares – Centre for Education and Research in Environment Strategies (CERES): this meal planning app asks users to enter basic details about how they eat and cook and provides YouTube clips to healthy recipes, access to food relief services, healthy eating targets, favourite recipes, notifications about what’s in season and food swaps.

Find out more at


  1. […] thrilled that our project “Fresh & Fruitful” has been shortlisted as one of ten projects for the VicHealth See… We’ll be working with Mater Health Services and Monash University to develop short and […]

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