You see him here, you see him there, you see him almost everywhere, but not everyone knows his name. Most call him 'The Vegetable Man', but so long as his customers keep coming, Robert Sousa doesn't mind at all. In fact, he is such a familiar sight around the Island that, even without his distinctive truck and rolling display of fruit and vegetables, he is something of a celebrity.

"For example, once at the airport someone said, 'Look, there's the vegetable man,'" he laughs.

Friendly greetings, like sales, are music to the mobile vendor's ears, for that means his customers are happy and his business is thriving - which is why he has worked a 12-hour day in all winds and weathers for the past 18 years to ensure that he always has top quality, fresh produce to sell.

While Mr. Sousa is not a farmer, unlike yesterday's vendors who travelled by horse and cart and sold what they grew, that does not mean he is a stranger to the work ethic. Quite the contrary, in fact. From the age of 15 he worked part time on his uncle's cart, and following his high school education, has worked full time from the age of 18.

The fact that Mr. Sousa drives a truck instead of a horse and cart, and does not farm, fools many into thinking he's got it made.

"You have an easy job, driving around selling vegetables all day," people often say to him.

Little do they realise that, behind the smiling face and relaxed manner, what Mr. Sousa makes look easy takes planning, organisation and constant effort. Two days of his working week are devoted to collecting produce from farmers and wholesalers and setting up his truck for the week's sales. As a one-man operation, he must also place orders with the wholesalers, do the bookkeeping, maintain his truck, and take his trash to the dump.

On vending days (Tuesdays, Wednesdays, Thursdays, Fridays and Saturdays), Mr. Sousa rises at 7 a.m., and before he sets off on the day's route, he will add to the produce already set up those items which have been stored overnight in his home chillroom to keep them fresh, and then he is ready to roll.

Specific days are assigned to specific routes, and while he goes as far as St. George's on his eastern routes, Paget is as far as he goes heading west.

"I get calls from people as far away as Somerset, but I just don't the time to travel any further," he explains.

Tuesdays begin with Knapton Hill in the morning, and then he makes his way along North Shore to Hamilton. Wednesdays are devoted to all of Pembroke area, some customers in Paget and the North Shore. Fridays follow a route from Smith's Parish to St. George's, and Saturdays begin in the Knapton Hill area and end with King Street in Hamilton. A regular stop is to the seniors living at Purvis Park, whom he describes as "good people".

Some routes take 12 hours to complete, while one gives him the late afternoon free.

Mr. Sousa's customers are of all ages and from all walks of life, and they are a loyal bunch.

"I want to thank them all very much for their support," he says.

A strong believer in customer satisfaction, Mr. Sousa finds his cell phone a boon. Customers often call him to place their orders, and if necessary he will double back on his route to deliver. If it is pouring with rain, he takes the order right to their door to save them getting wet.

"You have got to give good service. If I didn't function in the rain I would lose customers to the grocery stores," he says.

The vendor also knows that eye appeal is an important component of his business, and it is thanks to his wife Theresa that he has switched plastic display boxes for aesthetic and practical reasons.

It is also for aesthetic reasons that he doesn't put tall sides on his truck, which would allow for more stock and keep things more secure in transit, because people like to be reminded of the open-sided horse and cart days. He does draw the line, however, at leaving his scale swinging in the breeze while travelling, because it will fall off and break.

Naturally, after 18 years of vending, Mr. Sousa has built up a large customer base, which word of mouth keeps increasing, but he admits he has "no idea" just what the total is.

All he knows is that his formula of a good product and service with a smile works. It is a lesson he learned as a teenager from his uncle, Norman Repose, who owned the business before him.

"I was working with him after school when I was 15. I lived at his house until I got married, and he taught me all the in's and out's and I have continued in that way. You never fix something that isn't broken," he says. "He was semi-retired and I took over from him and it went on from there until he retired and sold out to me."

Admitting that initially he was very nervous about setting out on his own, today Mr. Sousa has no regrets.

"I have a good wife and family who support me. I like my own hours, and I love what I do. All my customers are very good to me. When a customer is pleased with the produce they tell others. I find that goes pretty good. I also have a good relationship with all my suppliers. They work with me."

In these cost-conscious times, the vendor admits that sometimes customers complain about his prices, which he says are "in the middle range", but he explains that because he likes to sell the best produce, which in terms of imported goods means that they come in by air which adds to the cost.

While Mr. Sousa says his customers are generally "wonderful people" and some have even become friends who help him with renovations at his home, inevitably dealing with the public has its moments. Like everyone else, he is exposed to all of moods and manners, but even when he is inwardly annoyed the public smile never slips. At such times, he goes around a corner later and verbalises his thoughts to himself.

As hard as he works at his business, however, Mr. Sousa does have other goals and interests, and he also knows how to relax.

Each evening he plays solitaire on his computer, and when time permits he also enjoys fishing. The family goes abroad every year for a holiday just to get away from it all. Five years ago, Mr. Sousa and his wife renewed their wedding vows, and because they couldn't afford a honeymoon the first time around, they went on a cruise.

"It was one of the best trips we have ever had, and we also have family in Canada and the United States. Before we go, we all sit down and plan together what we will do, and we have a grand time," he says.

In fact, the Sousas set great store by family togetherness. Chores around the house are shared, including things like mixing cement, and Sunday dinner always includes one or another of the children's grandparents.

Then there is Mr. Sousa's hobby which has blossomed into a sideline business.

"I make red and white wine, port and beer from kits," he says. "It takes about 30 days to ferment wine and beer. The initial kit is expensive, but there are 23 litres in one wine kit. The final cost of each bottle is something like $2.10 to $2.50, including label and cork. I am the distributor for the kits, but I don't sell what I make. In addition to what we use, it's nice to give some to a friend, take it to a party, or whatever."

Meanwhile, he plans to keep going with the vending business for as long as is practicable because he wants to give his children a good education so that they will be well equipped to make their own way in the world, for it is unlikely that they will follow in his footsteps.

"It's not easy being a parent today," Mr. Sousa says. "You have to work hard for your rewards. You can't stay in bed until 10 a.m. to 11 a.m. and sell your stuff. You have to get out there, rain, blow or shine. People are waiting at their doors and they expect you to be there every time."

When asked what advice he would give to young people, the vendor responds: "Set yourself a goal and follow through, and don't be afraid. Accidents will happen. If you break something and fix it, that gives you experience. You can do anything you are willing to do. You have all the tools in front of you to exist in life, just use them."