How to pronounce “greengrocer” in English

And the most common of these, of course, is what's known as the greengrocer's apostrophe, where it's added before a plural S--

"I can choose to suppress the irritation I feel when I see, for example, a sign that reads potatoe's"-- there's the greengrocer's apostrophe again--

the impact going to be this autumn and winter in terms of what people find in their supermarkets, their greengrocers, et cetera?