it should be
[cell.vicinitimeGraphicButton setImage:[UIImage imageNamed:@"travelDistanceGraphicGreen.png"] forState:UIControlStateNormal];
instead of
[cell.vicinitimeGraphicButton setBackgroundImage:[UIImage imageNamed:@"travelDistanceGraphicGreen.png"] forState:UIControlStateNormal];
in my case, the image was being created as background