Every monthly full moon at 9am, people are asked to post a picture on their social media of a vegetable that is in season, locally grown and organic. This is a campaign, led by Josey Crane, called The Big Veggie Takeover, and it is to primarily set up to try and improve our food system and the state of our health, especially among children. It starts with what we see, and we have minimal visibility to the foods that help us thrive, and so this campaign is on a mission to change just that. 

‘Mum, why don’t you just get everyone on LinkedIn to post a picture of a vegetable’? 

Those words, uttered by Josey’s then nine-year-old daughter, paired with a growing frustration at the dominance of junk food advertising splashed across towns, sparked the creation of The Big Veggie Takeover; a campaign geared towards getting visibility to the foods which help us thrive.  On the summer solstice of June 2024, Josey wrote a LinkedIn post asking ‘everyone’ to post a picture of a vegetable, a way of trying to not only better balance out what we see but to help drive a better, fairer food system, one in harmony with nature, and a better state of health for all, especially among kids. 

“It’s not fair that junk food advertisers are the only ones who can afford to advertise on a big scale” Says Josey “Farmers who work hard to produce the foods which nourish us - year-round in all weathers - often don’t even have a marketing budget, so junk is all we see.” 

The Big Veggie Takeover is twinned with the monthly full moon schedule to act as reminder of our vital connection to nature, and to the seasons and cycles of life.

 
What began as a single conversation with Josey’s daughter has bloomed into a global community of individuals, businesses, and organisations - united by the mission, who care and share creative pictures of not just glorious vegetables but colourful fruits and hearty dishes - often with a generous sprinkling of their personal stories, knowledge, and expertise. The campaign now runs on both LinkedIn and Instagram, and if we want to improve our food system and the state of our health, it starts with what we see..

The next full moon will be on the 29th of July and is known as the “Buck Moon” which is historically referred to as the Thunder Moon or the Hay Moon for the hay harvest. Male deer in Native America shed their antlers every year and they begin to regrow them in July hence the name for this month’s full moon. 


Some seasonal vegetables for this month include tomatoes, aubergines, peppers, chillies, sweetcorn, courgettes, beetroot, potatoes, and edible flowers. Be sure to post a picture of your favourite seasonal vegetable to coincide with the Buck Moon and help celebrate The Big Veggie Takeover initiated by founder Josey Crane.