An Internet survey was conducted among 511 respondents in Victoria, Australia, to ascertain their support for possible government fruit and vegetable promotion policies. The findings suggest that there is a strong and widespread support for policies which encourage country of origin labelling, local and increased production, subsidies, bans and taxes, and communication campaigns. The respondents’ Universalism values (e.g. valuing nature, harmony and beauty) were more pervasive predictors of their opinions than their demographic characteristics. The findings suggest that many Australians hold different views to the prevailing neoliberal views of the political establishment.