Steve joined DeepRoot as the Commercial Director of UK sales in 2006 after several years of involvement with DeepRoot sales in Europe. Steve pioneered DeepRoot’s sales consulting in the UK and continues to exchange information and developments with his American colleagues. He is driven by the uniqueness of the Silva Cell and enjoys the challenges of launching a relatively new product and addressing people’s perceptions as part of the greater goal of greening the UK’s cities. Steve has a degree in management from Kemble College and is a regular presenter, and a member, of the Tree Design Action Group (TDAG). He is based in London.