It’s been a busy week for vegetables.

The baby-carrot industry tried to reposition its product as junk food, starting a $25 million advertising campaign whose defining characteristics include heavy metal music, a phone app and a young man in a grocery cart dodging baby-carrot bullets fired by a woman in tight jeans.

On the East Side of Manhattan, crates of heirloom vegetables with names like Lady Godiva squash were auctioned for $1,000 each at Sotheby’s, where the wealthy are more accustomed to bidding on Warhols and Picassos than turnips and tomatoes.

Both efforts, high and low, are aimed at the same thing: getting America to eat its vegetables.
Good luck. Despite two decades of public health initiatives, stricter government dietary guidelines, record growth of farmers’ markets and the ease of products like salad in a bag, Americans still aren’t eating enough vegetables.

This month, the Centers for Disease Control and Prevention issued a comprehensive nationwide behavioral study of fruit and vegetable consumption. Only 26 percent of the nation’s adults eat vegetables three or more times a day, it concluded. (And no, that does not include French fries.)

These results fell far short of health objectives set by the federal government a decade ago. The amount of vegetables Americans eat is less than half of what public health officials had hoped. Worse, it has barely budged since 2000.

“It is disappointing,” said Dr. Jennifer Foltz, a pediatrician who helped compile the report. She, like other public health officials dedicated to improving the American diet, concedes that perhaps simply telling people to eat more vegetables isn’t working.

“There is nothing you can say that will get people to eat more veggies,” said Harry Balzer, the chief industry analyst for the NPD Group, a market research company.

Read the rest here: http://www.nytimes.com/2010/09/25/health/policy/25vegetables.html?_r=1&th&emc=th