The Greenery has launched an initiative to incentivise growers to improve their sustainability.

The fresh produce supplier will award growers who achieve certain criteria a Nature Counts endorsement, which they can use on their packaging. Growers must achieve exceptional scores for energy consumption, crop protection, transparency, waste, water, employment and conservation. They must also achieve average scores in areas such as health and sustainable trade.

Dutch beef tomato grower A+G van den Bosch has become the first grower to achieve the award.