What FruttaWeb does

FruttaWeb, legally operating as ViviToscano srl, is an Italian direct-to-consumer e-commerce platform for certified organic produce and pantry goods, marketed under the Almaverde Bio brand. The company sells fresh organic fruits, fresh organic vegetables, packaged pantry items (flours, dried fruits, legumes, grains, sauces), ready-to-eat fresh products (plant-based alternatives, kefir, prepared dishes), organic beverages, and curated Bio Box subscription assortments through the shop.almaverdebio.it storefront, with home delivery across Italy via temperature-controlled refrigerated transport (0-4°C) to preserve perishable quality. The company is a private limited company (srl) under the direction and coordination of Apofruit Italia Soc.Coop.Agr., an Italian agricultural cooperative based in Cesena, which anchors the supply side of the platform.

The business operates a self-serve D2C model with unit-level pricing (individual product prices ranging from €0.88 to €24.90) and tiered shipping thresholds (free over €59, €4.99 between €29.99-€58.99, €8.50 between €24.90-€29.99). The primary customer segment is health-conscious Italian consumers seeking certified organic produce with supply-chain transparency; a secondary B2B channel, Brain Fruit, delivers fresh organic fruit to corporate offices as an employee wellness benefit. Marketing is concentrated in owned digital channels: email/newsletter capture (with a 15% first-order discount incentive), SEO-optimized category pages, and educational content on organic agriculture.

The underlying technology stack is a standard transactional e-commerce platform (no proprietary AI/ML systems, mobile apps, or public APIs are disclosed), and the company has raised only modest external capital — an ABC Accelerator engagement in 2016 and a $251,635 angel round from Italian Angels for Growth in January 2017. Headcount is reported in the 11-50 range, consistent with a small, niche organic grocery operator rather than a scale-stage DTC platform.

Name

FruttaWeb

Legal name

ViviToscano srl

Website

https://fruttaweb.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

FruttaWeb operates the Almaverde Bio Italian e-commerce platform for certified organic fresh produce, vegetables, pantry goods, beverages, and subscription Bio Boxes, delivering nationwide via cold-chain logistics to health-conscious consumers and corporate wellness clients under the Apofruit Italia cooperative.

Ownership category

akta.pro rank

Product category

Online Organic Grocery / Fresh Produce E-commerce

NAICS

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

SIC

Retail-Food Stores (5400)

akta.pro primary industry

Organic Produce & Farm Market Retail (CRAHAEAD)

akta.pro secondary industry

Fresh Food Subscription/CSA & Produce Box Retail (CRAHAHAG)

Keywords

• Organic produce delivery
• Online grocery e-commerce
• Fresh fruit subscription
• Corporate wellness program
• Italian organic foods

Headquarters

HQ city

Molinella

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Online Product Sales: Direct e-commerce sales of organic produce including fresh fruits, vegetables, and packaged bio products to consumers across Italy through the shop.almaverdebio.it platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

FruttaWeb operates the Almaverde Bio online shop, an e-commerce platform through which Italian consumers can order more than 1,500 certified organic fresh fruits along with vegetables, packaged pantry items, ready-to-eat fresh products, organic beverages, and curated seasonal produce boxes for direct home delivery across Italy. The company, legally ViviToscano srl, is under the direction and coordination of Apofruit Italia Soc.Coop.Agr. and additionally runs the Brain Fruit corporate wellness subscription that delivers fresh organic fruit to office environments.

Product overview

Almaverde Bio is an e-commerce platform operated by ViviToscano srl under Apofruit Italia, offering a comprehensive range of organic food products directly to consumers. The platform functions as a unified online store combining six core product categories: fresh organic fruits (Frutta Bio), fresh organic vegetables (Verdura Bio), organic packaged pantry goods (Prodotti Bio), ready-to-eat fresh prepared foods (Freschi Bio), organic beverages (Bevande Bio), and subscription produce boxes (Bio Box). A corporate wellness service called Brain Fruit extends the offering to business clients. Products are sourced through a consortium of Italian organic producers with temperature-controlled refrigerated shipping (0-4°C) to maintain freshness.

Differentiator

Problem solved

Functional benefit

Brands

• Brain Fruit: Corporate wellness program bringing fresh organic fruit to offices as employee welfare benefit, promoting healthy lifestyle and productivity.

Products and services

• Almaverde Bio Frutta Biologica (Organic Fresh Fruit) Fresh organic fruits including citrus, stone fruits, berries, tropical fruits, and seasonal produce sourced from Italian and international organic producers; sold per unit or weight to Italian consumers via home delivery on shop.almaverdebio.it.
• Almaverde Bio Verdura Biologica (Organic Fresh Vegetables) Fresh organic vegetables including leafy greens, root vegetables, peppers, tomatoes, and seasonal produce for home delivery to Italian consumers.
• Almaverde Bio Prodotti Bio (Organic Pantry Items) Organic packaged pantry products including flours, dried fruits, legumes, grains, tomato products, fruit purees, preserved foods, sauces, and condiments.
• Almaverde Bio Freschi Bio (Ready-to-Eat Organic Fresh Products) Ready-to-eat organic fresh products including plant-based alternatives (tofu, tempeh, kefir, vegetable-based meats), prepared dishes, and fresh snacks.
• Almaverde Bio Bevande Biologiche (Organic Beverages) Organic beverages including fruit drinks, nectars, vegetable extracts, and specialty drinks such as chicory coffee.
• Bio Box (Curated Organic Produce Boxes) Curated boxes of organic produce available as seasonal mixed fruit boxes, mixed fruit and vegetable boxes, seasonal vegetable boxes, and specialty boxes including citrus, exotic fruit, and apple varieties; includes Box Mangiasano and Box Volersi Bene options.
• Brain Fruit (Corporate Wellness Fruit Subscription) Subscription program for companies that delivers fresh organic fruit to office environments as an employee benefit, promoting healthy lifestyle and productivity in the workplace.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Apofruit Italia Soc.Coop.Agr.coreStrategic or Co-development PartnerParent company exercising direction and coordination over ViviToscano srl which operates the Almaverde Bio e-commerce platform. Apofruit Italia is an Italian agricultural cooperative based in Cesena, specializing in fruit and vegetable production and marketing.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Cortilia: Italian online retailer delivering fresh, often organic, produce directly to consumers' homes; closely comparable to FruttaWeb/Almaverde Bio in model, assortment focus, and Italian DTC market.
• NaturaSì: Italy's largest organic grocery chain with both physical stores and e-commerce; overlaps directly with Almaverde Bio in assortment, certification, and Italian organic consumer base.
• La Spesa in Campagna: Italian farm-to-door online marketplace offering fresh local and organic produce; comparable DTC model and producer-network sourcing approach.
• Ecor (EcorNaturaSì network): Italian organic wholesale and retail cooperative distributing certified organic food across Italy; competes for the same organic-produce consumer wallet.

Emerging players

• Bioexpress: Italian online organic grocery retailer offering home delivery of organic produce and pantry items; similar niche focus on certified organic assortment and Italian DTC delivery.

Broad incumbents

• Esselunga Online: Italy's largest grocery retailer with a substantial e-commerce grocery delivery service; competes broadly for online fresh produce customers in Italy, including the organic subset.
• Carrefour Italia: Major Italian grocery retailer with online delivery including organic SKUs and Bio lines; a much larger, broadly-positioned competitor in the same Italian online food retail space.

Regional players

• Abel & Cole: UK-based organic produce and grocery subscription box company with farm-to-door delivery; highly comparable business model (subscription boxes, organic DTC), but operates in the UK rather than Italy.
• Riverford Organic Farmers: UK organic farm cooperative delivering seasonal vegetable/fruit boxes to homes; mirrors the cooperative-backed organic subscription-box model, but UK-only.

Others

• HelloFresh: Large DTC meal-kit and grocery delivery company operating in Italy; competes for share of online food-at-home wallet but does not focus on fresh organic produce retail.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/fruttaweb
• Facebookfacebook.com/fruttaweb
• LinkedInlinkedin.com/company/fruttaweb-com

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds2 records

Investors2 records

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 FruttaWeb