FruPro
FruPro is a UK B2B marketplace for the global fresh produce industry, connecting growers, importers, wholesalers, and retailers via web and mobile, with embedded finance (FruPay), surplus management, and procurement support services.
- Company typePrivate
- Founded2020
- HeadquartersTewkesbury, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingDigital Commerce or Content
What FruPro does
FruPro is a UK-headquartered B2B marketplace for the global fresh produce industry, connecting growers, importers, wholesalers, and retailers in a single platform that supports product posting, demand broadcasting, in-app messaging, and trade tracking. The platform is accessible via web and a mobile app for iOS and Android, with self-serve onboarding and supplemental sales-led demonstrations and dedicated account management for larger accounts. Beyond core marketplace functionality, FruPro has layered three monetised adjacent services: Surplus Management (redirecting unsold produce to alternative buyers or charity outlets), FruPay (embedded finance enabling sellers to receive insured payment within 48 hours, backed by a receivables purchase agreement with Luxembourg-based MIR Lux Capital), and Procurement Support (assisted supplier matching).
The business model is freemium-plus-subscription, with a free networking tier and a paid advanced tier available in 3-, 6-, or 12-month subscriptions with auto-renewal. Revenue is generated through subscription fees, FruPay transaction-related income, a reselling-revenue-share on surplus produce, and a £100 referral payout per referred company that subscribes for at least six months. FruPro Limited (Companies House No. 12142605) operates from a registered office in Tewkesbury with operational presence at Western International Market in Southall, and the founding team combines multi-generational fresh-produce domain heritage (founder Will Hill, fifth generation of 130-year-old WT Hills Western) with technology, consulting, and analytics expertise from co-founders Ollie Morley-Fletcher (ex-management consultant) and Kov Murugaratnam (ex-GSK Advanced Analytics & AI).
FruPro firmographics
Firmographics- Name
- FruPro
- Legal name
- FruPro Limited
- Website
- https://frupro.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- FruPro is a UK B2B marketplace for the global fresh produce industry, connecting growers, importers, wholesalers, and retailers via web and mobile, with embedded finance (FruPay), surplus management, and procurement support services.
- Ownership category
- akta.pro rank
Where FruPro is headquartered
LocationHeadquarters
- HQ city
- Tewkesbury
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
FruPro business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription Fees: Users pay subscription fees for access to premium platform features. Subscriptions available in 3, 6, or 12 month periods with basic and advanced tier options. Subscription auto-renews unless cancelled.
- FruPay Finance Fees: Revenue generated from the FruPay embedded finance solution used by sellers for quick payment (within 48 hours) and trade insurance. Fees apply for premium features like surplus management and procurement support.
- Referral Fees: £100 referral fee paid to users who refer companies that subscribe for minimum 6 months.
- Reselling Services: For surplus produce, FruPro can act as reseller taking title and reselling via platform, sharing revenue with sellers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Basic Tier - Free networking and communication |
| Subscription | Multi-year contract | Advanced Tier - Premium subscription with additional support |
| Other | Pay-as-you-go | Referral Program |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
FruPro product offering
Product offeringCore offering
FruPro operates a B2B online marketplace that connects fresh produce growers, importers, wholesalers, and retailers for trading fruit and vegetables. The core platform offers networking, in-app messaging, live product postings, and trade facilitation via mobile and web, with premium subscription features including FruPay embedded finance (48-hour insured payments), surplus management, procurement support, food donation integration, and expert matchmaking.
Product overview
FruPro is a unified B2B fresh produce marketplace platform that connects the entire supply chain including growers, importers, wholesalers, and retailers. The platform consists of a core marketplace product augmented by premium services including FruPay (embedded finance for fast payments), Surplus Management (waste reduction), Procurement Support (supplier matching), Food Donation Integration (charitable redistribution), and Expert Matchmaking. The platform is accessible via mobile app and web, offering networking, communication, trade facilitation, and operational tools for the fresh produce industry.
Differentiator
Problem solved
Functional benefit
Products and services
- FruPro Platform B2B online marketplace connecting fresh produce growers, importers, wholesalers, and retailers. Provides networking, in-app messaging, live product postings, trade tracking, and invoice management via mobile app and web.
- FruPay Embedded finance solution enabling fresh produce sellers to receive payment within two working days, fully insured on a trade-by-trade basis. Backed by MIR Lux Capital S.à r.l. as the receivables purchaser.
- Surplus Management Service helping businesses divert surplus fresh produce to new buyers or food banks and charities, reducing food waste and recovering value from unsold inventory.
- Procurement Support Dedicated service linking buyers with FruPro's global network of fresh produce suppliers to streamline procurement and source produce efficiently.
- Expert Matchmaking Tailored matchmaking service connecting fresh produce businesses with suitable trading partners, supported by FruPro's team with industry expertise.
- Food Donation Integration Platform feature enabling businesses to donate surplus fresh produce to food banks and charities, with automated email notifications to local food banks including FareShare.
Quantifiable outcome
- 43,060 kgs of fresh produce saved from waste in last 12 months
- +3 more outcomes
Companies that use FruPro
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles5 records
FruPro technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature5 records
FruPro partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- FareShareminorUK food bank charity network that receives surplus produce donations from FruPro platform users. FruPro facilitates donations by sending automated emails to local food banks with produce information.
Scale indicators7 records
Recent moves13 records
Expansion highlights5 records
FruPro competitors and assessment
Company assessmentEmerging players
- Full Harvest: Full Harvest is a US-based B2B marketplace for surplus and imperfect produce connecting farms to food manufacturers and retailers. Comparable to FruPro in its focus on fresh produce B2B digital trade and food-waste reduction, though geographically focused on North America.
Direct peers
- Tridge: Tridge operates a global B2B marketplace for food and agricultural commodities connecting buyers and sellers across multiple geographies. Comparable to FruPro as a cross-border digital trade venue for fresh produce with a similar audience of importers, exporters and wholesalers.
- WayCool Foods: WayCool is an India-headquartered B2B food and agriculture distribution platform focused on fresh produce and staples. Comparable to FruPro in its vertical produce focus, supply-chain digitisation, and embedded financing and procurement offerings for retailers and food services.
- Ninjacart: Ninjacart is an India-based B2B fresh produce supply chain platform connecting farmers, retailers and restaurants. Directly comparable to FruPro in its vertical focus on fruits and vegetables, supply-side sourcing model, and digital marketplace for fresh produce trade.
- Twiga Foods: Twiga Foods operates a B2B mobile-enabled marketplace for fresh produce in Africa, sourcing from farmers and delivering to retailers with embedded credit for buyers. Peer to FruPro because it targets the same grower-to-retailer fresh produce trade with a digital-first platform and embedded financing features.
Broad incumbents
- Indigo Agriculture: Indigo Agriculture operates a broad digital marketplace and agritech platform across agricultural inputs, grain trading and sustainability services. A broader incumbent peer to FruPro in agricultural digital commerce with wider scope but less specialisation in fresh produce trade specifically.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
FruPro social profiles
Digital presenceFruPro financial estimates
Financial estimateRevenue estimate
Valuation estimate
FruPro leadership team
Management profileNumber of profiles
Profiles7 records
FruPro funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FruPro M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about FruPro
What does FruPro do?
FruPro operates a B2B online marketplace that connects fresh produce growers, importers, wholesalers, and retailers for trading fruit and vegetables. The core platform offers networking, in-app messaging, live product postings, and trade facilitation via mobile and web, with premium subscription features including FruPay embedded finance (48-hour insured payments), surplus management, procurement support, food donation integration, and expert matchmaking.
Is FruPro a public or private company?
FruPro is a private company. It is classified as unknown and is currently operating.
When was FruPro founded?
FruPro was founded in 2020. It employs 11 to 50 people.
Where is FruPro based?
FruPro is headquartered in Tewkesbury, United Kingdom, in the Europe region.
How does FruPro make money?
Four revenue lines are on record. Subscription Fees are the primary driver. The others are fruPay Finance Fees, referral Fees and reselling Services.
Who are FruPro's main competitors?
Full Harvest is listed as an emerging player. Direct peers are Tridge, WayCool Foods, Ninjacart and Twiga Foods. Indigo Agriculture is listed as a broad incumbent.
Does FruPro have an API?
No public API is recorded for FruPro.