Running a campaign that involves more than 200 organisations brings valuable lessons on building and maintaining relationships.

Veg Power is a not-for-profit organisation focused on encouraging the UK to eat more vegetables. Since their inception around three years ago their successes include the award-winning 'Eat Them to Defeat Them' campaign in partnership with ITV, which included a TV ad supported by over £10m of advertising from ITV, Channel 4 and Sky Media. 

The fundamental difference with other healthy eating or public health campaigns is that the Veg Power operating model includes a strong, diverse and vocal alliance that has nationwide reach and impact – all on a very low budget. The alliance consists of individuals, groups and organisations that are passionate about the cause. It includes large and small businesses, national and local government, NGOs, community groups and schools, celebrities and influencers.  This enables them to reach a greater range of individuals and adds credibility and interest to their campaigns.  

Joining Max on this month's broadcast will be Dan Parker from Veg Power and Jack Ward from British Growers - discussing how a better understanding of the vegetable consumer can drive category growth and product innovation.