Outgoing trade leader Tony Payne has revealed his pride after receiving glowing tributes from across the industry.
Representatives from across the pub spectrum heaped praise on the 76-year-old chief executive of the Federation of Licensed Victuallers Association (FLVA) at the group's AGM last week.
It was Payne's last FLVA AGM and conference before he retires at the end of the year.
Payne, who was visibly moved by the tributes, said: "I like to work below the parapet and it embarrasses me. I was overcome by it when people were saying all those things but when I reflect on it, it makes me proud.
"It's like the way I feel when licensees write to me thanking me for the work I have done and wishing me the best."
Payne has previously been awarded a CBE and lifetime achievement awards from both The Publican and the All-Party Parliamentary Beer Group for his work in the trade - which includes 16 years at the FLVA and prior to that working for the National Association of Licensed House Managers.
Speaking at the FLVA dinner last week Enterprise Inns chief operating officer Simon Townsend said Payne was the "highest example of integrity, propriety and professionalism in our trade."
He added: "There can be few people who have put so much in for so little personal return and recognition.
"Tony's support for the pub trade and licensee has been exemplary."
During the event, satellite broadcaster Sky screened a news style report of tributes to Payne which included contributions from Publican editor Caroline Nodder, Association of Licensed Multiple Retailers chief executive Nick Bish and John Longden of Pub is the Hub.
Others paying tribute at the FLVA event included FLVA president Dennis Griffiths, Barnsley Central MP Eric Illsley and the BII's Phil Dixon.
Dixon said: "Tony's legacy will be a commitment by us to continue to make this industry a fairer place and we will continue to do that."