'We need to illustrate the reality of our industry to the consumer. We are not evil profiteers growing crops that are riddled with pesticides and we all have a responsibility to ensure that our cause is properly represented at all levels. The Greenery is certainly committed to doing that.' 'The improvements that have been made in our industry in the last few years are enormous, and they have been largely led by the supermarkets on behalf of the consumer. They do play an extremely important role and it is our job to ensure that the supply base can fulfil the demands placed upon it.' After 20 years at Safeway, culminating in a spell as commercial director of the fresh produce department, Scrase joined The Greenery to 'dedicate the next 10 years of my career to the industry I love - fresh produce. Working for a major multiple, the likelihood is always that you will get moved around departments eventually,' he said. 'But I believe to be really good at something you have to be passionate about it and this is a great industry, with healthy products to sell and a lot of characters to work with. As much as you think you understand the market, the last six months have taught me that you don't have a full comprehension until you have been on both sides of the fence.' The initial period at The Greenery has been an eye-opener then, but an experience Scrase has enjoyed. He explained: 'We are different as an organisation because we represent growers around Europe and that is a position we are proud of and a focus I want to encourage.' 'There are only two links in the supply chain that are really important - the grower and the consumer. I would say the retailers as the customer and the consumer are almost the same thing, as the retailer has the interests of its customers at heart. That leaves the bit in the middle, which needs to be put under more scrutiny. The Greenery is focused on satisfying both ends of the chain - we need to ensure that our growers are earning enough money to reinvest in the future and that this leads to us putting the right products on the shelf for the consumer.'