British eating fewer vegetables despite the campaign

In spite of all the noise about eating vegetables and the millions spent on a 5-a-day campaign Britons are eating fewer vegetables.
Figures from the fresh produce organization Freshfel show UK consumers ate 1 per cent more fruit in 2008 compared with the previous five-year average, but vegetable consumption plummeted by 11 per cent.
These numbers come after several years of government promoted healthy eating campaigns including 5-a-day and the School Fruit and Vegetable Scheme.
This comes right on the heels of doubt on the cancer-preventing benefits of eating vegetables.
Jamie Oliver must be pulling his hair out.