Thanks for the comments.
I reworked the shading trying to think of the basic curves of the shape (still not sure its right though)
and removed the dithering (although it wasn't intentional dithering, I was more trying to show the dimpled nature of the pumpkins skin).
I decreased the darkness of the top, including the cut of the lid.
I think the shading is slightly better but still needs work, however the image now feels flatter IMO, what do you guys think?