Britons eating fewer veg despite 5-a-day campaign

Interesting.
Spend money on 5-a-day in the UK and people eat fewer vegetables.

Japan has copied the 3-a-day dairy campaign from the US, and dairy consumption continues to fall.

I would like to know the figures for the US campaign, also. Has such a campaign ever worked?

http://uk.news.yahoo.com/4/20100409/tuk-britons-eating-fewer-veg-despite-5-a-dba1618.html