A shelf tray for displaying products on a display shelf, said shelf tray comprising: a support structure comprising a front section having location means for alignment, in use, with the front edge and the top surface of a shelf; and a lighting unit attached to said support structure and partially overhanging a front section of the shelf tray; wherein the lighting unit is pivotally attached to said shelf tray, and said shelf tray front section comprises a lighting unit support structure to support said lighting unit at an incline; and wherein said lighting unit comprises: a transparent or translucent elongate diffuser comprising an elongate upper edge, an elongate lower edge, an elongate front face and an elongate rear face, said diffuser having a recessed channel adjacent to and substantially extending along one of the elongate upper and lower edge; a lighting element located in said recessed channel, said lighting element comprising a plurality of light emitting diodes attached to a circuit board to form a light strip, wherein the light emitting diodes are oriented to direct light sideways through said diffuser in a direction from one elongate edge towards the other elongate edge; and a substantially transparent elongate cover located over the diffuser and defining a gap there between for receiving a display graphic; and a hinge adjacent the elongate upper edge that enables the lighting unit to be pivoted upwards from a display position to a service position; wherein said diffuser scatters a portion of the light passing therethrough towards the cover so as to, in use, back light a display graphic in said gap; and wherein said diffuser transmits a portion of the light therethrough to be emitted at the elongate upper edge thereof; and a portion of the light emitted from the light emitting diodes is reflected by said lighting unit in a downward direction. a support structure comprising a front section having location means for alignment, in use, with the front edge and the top surface of a shelf; and a lighting unit attached to said support structure and partially overhanging a front section of the shelf tray; wherein the lighting unit is pivotally attached to said shelf tray, and said shelf tray front section comprises a lighting unit support structure to support said lighting unit at an incline; and wherein said lighting unit comprises: a transparent or translucent elongate diffuser comprising an elongate upper edge, an elongate lower edge, an elongate front face and an elongate rear face, said diffuser having a recessed channel adjacent to and substantially extending along one of the elongate upper and lower edge; a lighting element located in said recessed channel, said lighting element comprising a plurality of light emitting diodes attached to a circuit board to form a light strip, wherein the light emitting diodes are oriented to direct light sideways through said diffuser in a direction from one elongate edge towards the other elongate edge; and a substantially transparent elongate cover located over the diffuser and defining a gap there between for receiving a display graphic; and a transparent or translucent elongate diffuser comprising an elongate upper edge, an elongate lower edge, an elongate front face and an elongate rear face, said diffuser having a recessed channel adjacent to and substantially extending along one of the elongate upper and lower edge; a lighting element located in said recessed channel, said lighting element comprising a plurality of light emitting diodes attached to a circuit board to form a light strip, wherein the light emitting diodes are oriented to direct light sideways through said diffuser in a direction from one elongate edge towards the other elongate edge; and a substantially transparent elongate cover located over the diffuser and defining a gap there between for receiving a display graphic; and a hinge adjacent the elongate upper edge that enables the lighting unit to be pivoted upwards from a display position to a service position; wherein said diffuser scatters a portion of the light passing therethrough towards the cover so as to, in use, back light a display graphic in said gap; and wherein said diffuser transmits a portion of the light therethrough to be emitted at the elongate upper edge thereof; and a portion of the light emitted from the light emitting diodes is reflected by said lighting unit in a downward direction.