L'Orto di Jack

What L'Orto di Jack does

L'Orto di Jack S.R.L. is an Italian omnichannel fresh produce distributor founded in November 2017 and headquartered in Milan. The company operates three integrated go-to-market motions: (1) B2C physical retail through 11 Frutteto-branded stores across Lombardy (Milan, Lissone, Treviglio) plus the ODJ Market specialty food concept; (2) B2C e-commerce via shop.lortodijack.it with home delivery in Milano hinterland and Monza Brianza; and (3) B2B HoReCa supply through the Orto degli Chef service, delivering daily to restaurants, hotels, and cafes across Italy. Named HoReCa clients include Big Mamma, Langosteria, Marchesi, Poke House, Rinascente, Panino Giusto, Fratelli la Bufala, and Mannarino, among others.

Underlying the operations is a proprietary digital platform with a dedicated HoReCa front-end that automates purchasing, logistics, warehouse management, and accounting; an IoT layer including digital scales feeding real-time inventory data, in-van temperature monitoring (Software 4.0), route optimization, and a store point monitoring system that shortens order-to-consumption cycles and reduces waste. The platform is the core operational backbone and the company's main registered innovation, supported by €1,032,732 in SMART&START ITALIA subsidized financing.

The business model is straightforward produce distribution with multiple revenue streams: per-unit B2C retail sales through stores and e-commerce with tiered delivery fees (free over €20 in Milan province; €4.99 for orders €50-€99.99 in Monza Brianza and outlying areas), and B2B wholesale supply on dedicated commercial accounts with daily customized deliveries. Pricing is per kg, per piece, or per pack with a minimum €20 order for standard delivery. The company is registered as an innovative startup (November 2020), has raised approximately €2.5M+ in funding through 2022 (with subsequent larger rounds in 2024 and 2025 totaling over $17M additional), and projected €14M in revenue for 2022. Headcount sits in the 251-500 band.

Name

L'Orto di Jack

Legal name

L'Orto di Jack S.R.L.

Website

https://lortodijack.it

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

251–500 employees

Short description

L'Orto di Jack is an Italian omnichannel fresh produce distributor operating 11 retail stores in Lombardy, an e-commerce platform, and a national B2B HoReCa supply service (Orto degli Chef) serving restaurants including Big Mamma, Poke House, and Langosteria, all powered by a proprietary digital platform.

Ownership category

akta.pro rank

Product category

Fresh Produce Distribution

NAICS

Fruit and Vegetable Retailers (445230), Other Specialty Food Retailers (44529)

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Omnichannel Grocery Click-and-Collect & Delivery (CRAFAFAF)

akta.pro secondary industry

Grocery & Specialty Food Marketplaces (CRAFABAE)

Keywords

• Fresh produce distribution
• Fruit and vegetable retail
• HoReCa supply services
• Omnichannel grocery
• B2B produce supply

Headquarters

HQ city

Milano

HQ country

Italy

HQ region

Europe

Offices12 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. B2C Retail Sales: Sale of fresh fruits, vegetables, and pantry products to individual consumers through physical retail stores and e-commerce platform with home delivery
2. B2B HoReCa Sales: Wholesale supply of fresh produce to restaurants, hotels, cafes, and other HoReCa businesses with daily deliveries and dedicated service
3. Online E-commerce Platform: Online ordering platform for consumer purchases with delivery service in Milano hinterland and Monza Brianza areas

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

L'Orto di Jack distributes and retails fresh fruits and vegetables through an omnichannel model combining 11 physical Frutteto-branded stores in Lombardy, a B2C e-commerce platform with home delivery in the Milano hinterland and Monza Brianza, and a B2B HoReCa supply service (Orto degli Chef) delivering daily to restaurants, hotels, and cafés throughout Italy. Operations are powered by a proprietary digital platform that automates purchasing, logistics, warehouse management, and route optimization.

Product overview

L'Orto di Jack is an omnichannel fruit and vegetable retailer operating a unified offering composed of physical retail stores (Frutteto branded locations and ODJ Market), an e-commerce platform (shop.lortodijack.it), and a B2B HoReCa service (Orto degli Chef). The company also developed a proprietary digital platform that powers automation of operations, route optimization, and store monitoring. Products span fresh seasonal produce, exotic fruits, dried fruits, pantry goods, and specialty Italian food products. The e-commerce platform integrates with multiple payment providers while the physical stores serve customers across Lombardy.

Differentiator

Problem solved

Functional benefit

Brands

• Frutteto: Retail store brand for fruit and vegetable shops (e.g., Frutteto Genova, Frutteto Troisi, Frutteto Ravizza)

Products and services

• E-commerce Platform for Fresh Produce (shop.lortodijack.it) Online storefront enabling customers to browse, select, and order fresh fruits, vegetables, and pantry products for home delivery in the Milano hinterland and Monza Brianza, with support for multiple payment providers and a points-based loyalty program.
• Frutteto Physical Retail Store Network Chain of 11 physical fruit-and-vegetable retail stores in Lombardy operating under Frutteto sub-brands (e.g., Frutteto Genova, Frutteto Troisi, Frutteto Risorgimento, Frutteto Royal Fruit Lissone, Frutteto Orto Fresco Treviglio), staffed by produce experts offering personalized recommendations.
• Orto degli Chef HoReCa B2B Supply Service Dedicated B2B produce supply service for restaurants, hotels, cafés, and catering businesses, providing daily deliveries of curated fresh fruits and vegetables with a commercial team, product consulting, and digitized B2B ordering through the proprietary platform.
• ODJ Market Retail Sub-Brand Retail store sub-brand offering fresh fruits and vegetables alongside a curated selection of Italian food products including wines, preserves, pasta, and taralli, available for in-store shopping and phone orders.

Quantifiable outcome

• Reduced waste and workload for operators through automated systems
• +2 more outcomes

Named customers18 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

AI capability2 records

Feature6 records

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Cortilia: Italian online grocer specializing in fresh fruits, vegetables, and local produce delivered directly to consumers' homes. Closest direct competitor to L'Orto di Jack's B2C e-commerce and home-delivery proposition in Italy.
• Orsero SpA: Italian-listed multinational fresh-produce importer and distributor with B2B operations and retail brand Brio. Comparable vertically integrated produce model combining B2B distribution with branded retail, similar in scale and omnichannel ambition.
• Apofruit: Large Italian cooperative specializing in the production, packaging, and distribution of organic and conventional fruits and vegetables. Comparable on the wholesale/B2B produce-distribution side with strong regional Italian presence.
• Brio (Orsero retail brand): Italian chain of specialty fruit and vegetable retail stores operated by Orsero. Directly comparable to L'Orto di Jack's Frutteto store network in format, assortment, and customer base.
• Fruttagel: Italian cooperative producing and distributing frozen and preserved fruits, vegetables, and fresh-cut produce to retail and foodservice customers. Comparable in B2B produce distribution to HoReCa and retail, with overlapping product categories.

Emerging players

• Fruttaweb: Smaller Italian online retailer offering fresh fruit and vegetable boxes for home delivery. Comparable in product focus and e-commerce model but at a smaller scale and with a narrower geographic footprint.

Broad incumbents

• Esselunga: Leading Italian supermarket chain with extensive private-label fresh-produce assortment and home-delivery service. Competes with L'Orto di Jack for consumer grocery spend, especially in Lombardy where both have strong presence.
• Coop Italia: Italy's largest grocery retailer with national footprint, strong fresh-produce offering, and growing e-commerce. Competes for both B2C and HoReCa customers; a key indirect competitor and potential wholesale customer.
• Conad: Major Italian grocery retailer with national footprint and strong fresh-produce positioning under multiple banners. Comparable in grocery retail and HoReCa supply relationships.

Regional players

• Easycoop (Coop Alleanza 3.0 online): Online grocery platform operated by Coop Alleanza 3.0, primarily serving Emilia-Romagna and adjacent regions. Comparable in e-commerce grocery model with home delivery, but in a different geographic territory than L'Orto di Jack's Lombardy base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds7 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about L'Orto di Jack