What Natoora does

Natoora Ltd. is a UK-headquartered, founder-led specialty produce company founded in 2004 by Franco Fubini. It directly sources 400+ varieties from a network of 100+ independent growers across Europe, North America, and Australia, and distributes them through a multi-channel model: a wholesale Pro app serving professional chefs with daily delivery 362 days/year in NYC, six days a week in Miami, and twice weekly Upstate; a direct-to-consumer home delivery app in NYC; four UK retail stores (Sloane Square, Chiswick, Dockley Road, Portobello); and the Alma Mill & Bakery sub-brand. It also supplies major retailers — Ocado in the UK since 2012, Waitrose since 2018 across roughly 40 stores, Whole Foods Market, Eataly, French Monoprix, and GAIL's Bakeries — and a Food To Go range of soups, dips, and sauces.

The underlying "technology" is a physical sourcing-and-distribution infrastructure: regional hubs in London, Paris, Milan, Barcelona, New York, LA, Philadelphia, Melbourne, Miami, and Copenhagen connect to growers via capillary networks built over nearly 20 years. Natoora supplements growers with interest-free loans and growing plans, and codifies its seasonality knowledge into a proprietary microseason framework that tracks each of the 400+ varieties through early, peak, and late phases. This framework underpins both the Pro app's seasonal planner for chefs and the company's content marketing (The Perfect Peach film, Transform the Food System podcast featuring figures like Alice Waters and Dan Barber, founder-authored book, Radicchio Not Roses campaigns). About 400 employees spanning 50+ nationalities execute operations, with 80% of senior roles filled internally.

Natoora monetizes principally through transactional produce sales across B2B wholesale and DTC channels. The Pro wholesale tier is pay-as-you-go with pricing displayed in-app; the NYC DTC tier charges delivery fees of $3 or $6 depending on slot/location, with a $20 flat rate to the Hamptons and no minimum order, processed via Stripe. The company is privately held, has not disclosed funding rounds, and operates certifications including BRC Global Food Safety, Soil Association Organic, and SALSA for its food to go range. It also runs the Farm Fund (Transformation grants of $30,000 and Resilience grants of $15,000/$8,000 to farmers 40 and under) and education partnerships with NYU Stern, the University of West London's Gellar College, Schumacher College, and the UK charity Chefs in Schools (15 London schools).

Name

Natoora

Legal name

Natoora Ltd.

Website

https://natoora.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

251–500 employees

Short description

Natoora is a UK-headquartered specialty produce company that directly sources 400+ varieties from 100+ independent growers and distributes them wholesale to chefs, via DTC home delivery, through four UK retail stores, and via supermarket partners including Ocado, Waitrose, and Whole Foods.

Ownership category

akta.pro rank

Product category

Fresh Produce Distribution

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (424480), General Line Grocery Merchant Wholesalers (42441)

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Import/Export Broadline Foodservice Distributors (AFAIAAAH)

akta.pro secondary industries

Private-Label / Own-Brand Broadline Distributors (AFAIAAAI), Specialty & Gourmet Foods Wholesale Distribution (CRAOAAAI)

Keywords

• Fresh produce distribution
• Wholesale produce supply
• Direct-to-consumer grocery
• Seasonal fruit vegetables
• Specialty food sourcing

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices11 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Wholesale Produce Sales: B2B wholesale to professional chefs and restaurants through dedicated Pro app. Direct network of over 100 independent growers providing 400+ varieties of fresh produce. Daily deliveries in NYC, seasonal deliveries in Miami.
2. Home Delivery: Direct-to-consumer home delivery through NYC app. Orders placed via mobile app with delivery slots. No minimum order, delivery fee calculated at checkout.
3. Retail Store Sales: Four UK retail stores (Sloane Square, Chiswick, Dockley Road, Portobello) plus Alma bakery. Physical storefronts serving as both revenue channel and educational touchpoints.
4. Supermarket Distribution: Supply agreements with UK supermarkets (Ocado, Waitrose), US Whole Foods, French Monoprix, Eataly. Products include fresh produce and prepared foods (soups, dips).
5. Food to Go: Prepared foods (soups, dips, sauces, seasonings) using same seasonal produce for retail partners including GAIL's, Ocado, Waitrose, Eataly, and independent cafes/delis.

Pricing tiers

Go-to-market motion4 records

Distribution channels10 records

Marketing channels7 records

Core offering

Natoora sources and distributes 400+ varieties of seasonal fruits and vegetables from a direct network of over 100 independent growers worldwide, supplying them to professional chefs via a B2B wholesale app, to consumers via a D2C home delivery app in NYC, through four owned retail stores in London, and via channel partnerships with supermarkets including Ocado, Waitrose, Whole Foods Market, and Monoprix. The company's wholesale division (Natoora Pro) and consumer division (Home Deliveries app) operate as distinct offerings with separate pricing, sales motions, and operational cadence.

Product overview

Natoora is a fresh produce company operating a multi-channel distribution model with both consumer-facing and wholesale products. The core offering consists of the Natoora Home Deliveries App for direct-to-consumer delivery in New York City and the Natoora Pro wholesale platform serving professional chefs across multiple cities. Supporting products include Food To Go (prepared foods), Retail Stores, Alma Mill & Bakery, Farm Fund (agricultural grants), Education Programs, and Deli/Dairy/Dry Goods sourcing. The company connects directly with over 100 independent growers to provide 400+ varieties of seasonal produce distributed through their own apps and retail partners including Ocado, Waitrose, Whole Foods Market, GAIL's, Eataly, and Monoprix.

Differentiator

Problem solved

Functional benefit

Brands

• Alma Mill & Bakery: Our mill and bakery under the arches in Bermondsey, London. With miller and baker Graison Gill at the helm, together we are on a mission to restore the value of whole grain wheat through incredible sourdough bread.

Products and services

• Natoora Home Deliveries App Mobile application (iOS and Android) enabling New York City residents to order fresh seasonal produce and other goods for home delivery, with live produce availability updates, real-time pricing, a seasonal planner, and delivery slots bookable up to 2 weeks in advance. No minimum order is required; deliveries are made by Natoora's own drivers in company vehicles.
• Natoora Pro (Wholesale) Chef-only wholesale ordering platform providing professional kitchens access to over 100 direct independent growers and 400+ varieties of fresh produce. Includes live pricing, shared baskets for kitchen teams, a seasonal planner, newsfeed updates, and daily deliveries in NYC (362 days/year), twice weekly Upstate, and six days/week in Miami. Pricing is displayed in-app with quotes available via the sales team.
• Food To Go House-made prepared foods including soups, dips, sauces, and seasonings prepared by Natoora's Bermondsey chefs using the same seasonal produce sourced for restaurant clients. Distributed through Natoora retail stores and partners including GAIL's bakeries, Ocado, Waitrose, Eataly, and independent cafes and delis across London.
• Natoora Retail Stores Four physical storefronts in London (Sloane Square, Chiswick, Dockley Road, Portobello Counter Cafe) offering fruits, vegetables, deli and dry goods. Designed to function as both revenue channels and educational touchpoints connecting customers with the seasonality and provenance of produce.
• Alma Mill & Bakery Wholly-owned Natoora subsidiary operating a mill and bakery in Bermondsey, London, led by miller and baker Graison Gill. Mission to restore the value of whole grain wheat through sourdough bread products stocked at Natoora retail stores.
• Deli, Dairy & Dry Goods Sourcing category extending Natoora's wholesale and retail assortment beyond fresh produce into deli, dairy, and dry goods from producers sharing the company's commitment to provenance, including Neal's Yard Dairy (cheese) and Original Beans (cacao).

Quantifiable outcome

• Delivered to 500+ NYC homes in first pandemic week
• +2 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Twelve partnerships are on record, tiered minor and core.

• MOMO KombuchaminorStrategic or Co-development Partner · 2 April 2026MOMO Kombucha partnered with Natoora for seasonal Blood Orange Kombucha launch, reflecting industry trend of provenance-led authenticity in traditional categories.
• Neal's Yard DairycoreChannel Partner/ Reseller/ DistributorDeli and dry goods producer partnership representing community of independent producers combining traditional methods with artistry, challenging food system norms.
• Original BeanscoreChannel Partner/ Reseller/ DistributorCacao producer partnership extending sourcing beyond fresh produce to deli, dairy and dry foods from producers committed to provenance.
• Chefs in SchoolscoreStrategic or Co-development PartnerUK charity transforming school lunches by training school cooks to restaurant standards and restaurant chefs to run school kitchens. Natoora supplies 15 London schools with fresh produce since October 2019.
• University of West London - Gellar College of Hospitality & TourismminorStrategic or Co-development PartnerAcademic partnership offering first-hand supply chain knowledge, workshops, talks, supporting degrees and warehouse tours.
• NYU Stern School of BusinessminorStrategic or Co-development PartnerPartnership with NYU's Center for Sustainable Business including corporate sustainability summer fellowship program.
• Dartington Trust's Schumacher CollegeminorStrategic or Co-development PartnerAcademic partner receiving first-hand supply chain knowledge, workshops, and food systems education support.
• Greenside Primary SchoolminorStrategic or Co-development PartnerExperiential Learning Model with nature and food at curriculum center, championed by Deputy Head George Webber. Model can be replicated across schools.
• Alma Mill & BakerycoreStrategic or Co-development PartnerNatoora's mill and bakery under the arches in Bermondsey, London with miller and baker Graison Gill. Mission to restore value of whole grain wheat through incredible sourdough bread. Products sold at Natoora stores.
• Roberto - Tiny Farm MiamicoreStrategic or Co-development PartnerLong-term relationship with Miami local farmer. Natoora helped Roberto grow his farm to 7 acres through growing plans and loans. Outstanding vegetables to be distributed to Miami chefs.
• Hamish PowellminorStrategic or Co-development PartnerFloral artist partnership for Radicchio not Roses 2026 campaign, transforming seasonal radicchio into sculptural installation at Canal Restaurant.
• Lewis de Haas - HAM restaurants groupminorStrategic or Co-development PartnerExecutive chef at London-based HAM restaurants group created radicchio recipe for Radicchio not Roses campaign and box.

Scale indicators10 records

Recent moves13 records

Expansion highlights6 records

Direct peers

• Baldor Specialty Foods: Baldor is a US specialty produce and foodservice distributor serving restaurants and chefs across the Northeast with a broad variety of fresh, imported, and specialty ingredients. Directly comparable to Natoora's Pro wholesale model in NYC, with similar focus on chef-grade quality and variety.
• Chefs' Warehouse: Chefs' Warehouse is a specialty foodservice distributor in North America focused on artisan and high-quality ingredients for independent restaurants. Closely mirrors Natoora's B2B model of supplying premium produce to chefs, with similar customer base and brand-positioning playbook.

Broad incumbents

• Sysco: Sysco is the largest broadline foodservice distributor in the US, supplying restaurants, hotels, and institutions with a wide range of food products. While not specialty-focused like Natoora, it represents the dominant incumbent competing for the same chef customer wallet.
• FreshDirect: FreshDirect is an online grocery retailer operating in the NYC metro area, offering fresh produce and grocery delivery. Comparable to Natoora's DTC NYC home delivery channel, though broader in assortment and lower in premium positioning.
• Whole Foods Market: Whole Foods Market is a leading natural and organic grocery retailer operating globally and a current Natoora distribution partner. Comparable as a premium grocery channel partner and competitor for the high-end produce consumer.
• Aramark: Aramark is a global foodservice and facilities services provider serving institutions, sports, education, and healthcare. Overlaps with Natoora's education sector ambitions and large-scale foodservice supply, though at a much broader and more commoditized level.
• Gordon Food Service: Gordon Food Service is a broadline foodservice distributor serving restaurants, schools, and institutions across North America. Comparable as a broadline competitor in the same foodservice channel Natoora addresses via its Pro wholesale app.

Emerging players

• Imperfect Foods: Imperfect Foods is a DTC subscription service delivering 'cosmetically imperfect' produce and groceries to reduce food waste. Comparable to Natoora's DTC model and overlapping mission around food system change, though focused on surplus rather than seasonal premium produce.
• Misfits Market: Misfits Market is a DTC subscription box for surplus and organic produce, expanding into broader grocery. Shares Natoora's online consumer channel and ESG framing around food waste, but targets value-conscious rather than premium-affluent consumers.

Regional players

• Eataly: Eataly is an Italian-founded premium food marketplace with retail stores, restaurants, and educational offerings across multiple countries. Natoora is a current Eataly supplier, and the companies share a similar mission-driven Italian culinary heritage and education-led retail format.

Market position

Strengths5 records

Weaknesses3 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/natoora
• Instagraminstagram.com/natoora
• Xx.com/Natoora
• Facebookfacebook.com/NatooraUK

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

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 Natoora