I never get the argument it’s more expensive to eat fruit and veg, I find it far cheaper.

Sure go to your local supermarket it’s way overpriced and expensive. Go to your local green grocer or market and by seasonal produce, it’s cheap, really cheap. Even the stores like Aldi and Lidl are pretty cheap if you are short on time to go shopping round your local green grocery / market.

Where fruit and vegetables are expensive is time, you have to prepare a meal vs putting a ready meal in the microwave for a few minutes.