NATOORA LTD
Natoora is a UK-headquartered premium fresh produce wholesaler founded by Franco Fubini, sourcing roughly 80% of produce directly from a named network of small-scale growers and supplying both professional chefs (via Chef Impact B2B wholesale in NYC and Miami) and individual consumers (via a Stripe-powered home delivery app and physical retail) across the UK, US, France, Denmark, and Australia.
- Company typePrivate
- Founded-
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What NATOORA LTD does
Natoora Ltd is a UK-based premium fresh produce wholesaler founded by Franco Fubini, operating dual B2B and B2C distribution channels across at least four continents. The company's core business is the wholesale Chef Impact program — supplying named restaurants and professional chefs with direct-from-grower access to seasonal and microseasonal produce varieties — supported by a direct-to-consumer home delivery channel delivered through a Stripe-powered mobile app and supplemented by physical retail stores and an e-commerce storefront.
Operationally, Natoora sources roughly 80% of its products directly from a curated network of small-scale growers, including radicchio producers in Veneto (Antonello, Luca, Damiano, Torre, Simone), forced-rhubarb growers in the Yorkshire Triangle (Robert, Jonathan, Jason, plus the Cook family), and specialty producers across Italy, Spain, the UK, and Australia. The remaining ~20% flows through wholesalers and markets. The firm maintains offices in London (global HQ), Paris, Copenhagen, Brooklyn (Natoora (US), Inc), Miami, and Melbourne, with separate wholesale portals serving NYC and Miami.
Monetization is transactional: B2B wholesale is sold on account to chefs and restaurants; B2C home delivery is pay-as-you-go with delivery charged separately per order and prices quoted in USD, paid via Stripe. Supporting programs include the Farm Fund (a grant initiative for young farmers, building long-term specialty supply), curated seasonal subscription boxes (e.g., Radicchio not Roses Box, Peak Season Box), and a content engine — podcast, Instagram, email newsletter, and the recurring #OFFTHEPASS chef recipe campaign — used to drive both B2B and D2C demand. The underlying technology stack is a standard e-commerce/CMS build (Sanity-backed site, Stripe payments) with no proprietary AI or platform IP; competitive differentiation is sourced from grower relationships, traceability, microseason curation, and a mission-driven brand identity centered on flavor restoration and biodiversity preservation.
NATOORA LTD firmographics
Firmographics- Name
- NATOORA LTD
- Legal name
- Natoora Ltd
- Website
- https://natoora.co.uk
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Natoora is a UK-headquartered premium fresh produce wholesaler founded by Franco Fubini, sourcing roughly 80% of produce directly from a named network of small-scale growers and supplying both professional chefs (via Chef Impact B2B wholesale in NYC and Miami) and individual consumers (via a Stripe-powered home delivery app and physical retail) across the UK, US, France, Denmark, and Australia.
- Ownership category
- akta.pro rank
NATOORA LTD industry classification
Industry- Product category
- Specialty Produce Wholesale
- NAICS
- Fruit and Vegetable Retailers (445230), Other Specialty Food Retailers (44529), Other Farm Product Raw Material Merchant Wholesalers (424590)
- SIC
- Wholesale-Farm Product Raw Materials (5150)
- akta.pro primary industry
- Farm-to-Consumer Produce Boxes / CSA Delivery (AFAIANAC)
- akta.pro secondary industries
- Specialty & Ethnic Grocery Wholesale (AFAIABAJ), International Specialty Ingredients & Import Markets (CRAHAFAL)
Keywords
Where NATOORA LTD is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices7 records
Markets served
NATOORA LTD business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Wholesale Produce Sales: B2B sales to professional chefs and restaurants, providing direct access to seasonal produce from curated network of growers. Operates through dedicated wholesale portals for NYC and Miami markets.
- Direct-to-Consumer Home Delivery: Consumer-facing home delivery service through mobile app, offering seasonal produce subscriptions and one-time orders with delivery charges applied.
- Consumer Retail: Individual consumer purchases through e-commerce platform with credit card payment via Stripe, prices quoted in USD.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Home delivery with variable pricing |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
NATOORA LTD product offering
Product offeringCore offering
Natoora is a premium fresh fruit and vegetable wholesaler that sources seasonal, heritage-variety produce directly from a named network of growers. It sells to professional chefs and restaurants through its wholesale/Chef Impact program and delivers curated produce boxes directly to consumers via its home delivery app and online shop. Approximately 80% of products are sourced directly from producers, with the remainder sourced through wholesalers and markets.
Product overview
Natoora is a premium fresh produce company operating both B2B (wholesale for chefs and restaurants) and B2C (home delivery) channels. The core offerings consist of the Wholesale/Chef Impact program providing direct access to specialty growers, and Home Delivery for individual consumers. Supporting programs include Farm Fund (young farmer grants) and seasonal subscription boxes. The company champions seasonality, transparency, and biodiversity in food sourcing.
Differentiator
Problem solved
Functional benefit
Products and services
- Wholesale / Chef Impact B2B wholesale service providing restaurants, chefs and food businesses with direct access to a network of specialty growers. Offers unified ordering for all wholesale needs through dedicated NYC and Miami portals.
- Home Delivery Direct-to-consumer delivery service for seasonal produce, allowing individuals to order fresh fruits and vegetables for home delivery through the Natoora mobile app.
- Seasonal Subscription Boxes Curated boxes featuring seasonal produce including the Peak Season Box, Radicchio Not Roses Box, and various micro-season selections sourced from named growers.
- Radicchio, not Roses Box A curated box featuring multiple radicchio varieties from Veneto, Italy, including Castelfranco, Tardivo, Grumolo, and Pink Radicchio, with recipe cards designed by chefs.
Quantifiable outcome
- 80% of products sourced directly from producers
- +1 more outcomes
Companies that use NATOORA LTD
Customer profileNamed customers12 records
Segments2 records
Ideal customer profiles2 records
NATOORA LTD technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
NATOORA LTD partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor and core.
- Canal Restaurant (London)minorLondon restaurant venue hosting radicchio sculptural installation as part of Radicchio not Roses 2026 campaign.
- Hamish PowellcoreFloral artist collaborating on Radicchio not Roses 2026 campaign, creating sculptural installations celebrating seasonal radicchio as an alternative to Valentine's Day roses.
- Lewis de Haas (HAM restaurants group)coreExecutive chef at London-based HAM restaurants group, partnered on Radicchio not Roses 2026 campaign, contributing recipe card designs for consumer box.
- FfernminorCollaboration on rhubarb-scented perfume launch (Spring 24) featuring recipes from Natoora founder Franco Fubini and chef Jess Shadbolt.
- Cook family (Yorkshire Triangle growers)coreGrowers in the Yorkshire Triangle supplying forced rhubarb for Natoora's seasonal offerings. Featured in Ffern documentary about growing practices.
- Antonello, Luca, Damiano, Torre, Simone (Radicchio Growers)coreSmall group of radicchio growers in Veneto, Italy continuing traditional forcing methods. Natoora is the only source of Antonello's outstanding radicchio varieties outside of Veneto.
- Robert, Jonathan, Jason (Yorkshire Forced Rhubarb Growers)coreTraditional forced rhubarb growers in West Yorkshire's Rhubarb Triangle, harvesting by candlelight using centuries-old methods.
- King NYCminorRestaurant featuring Natoora's seasonal produce. Chef de cuisine Angeles Chavarria creates daily-changing menu inspired by Italian cuisine.
- Alma Mill & BakeryminorRelated business entity linked on Natoora website footer.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
NATOORA LTD competitors and assessment
Company assessmentBroad incumbents
- FreshDirect: Established online fresh produce and grocery delivery service in the US Northeast. Comparable as a DTC fresh produce delivery operator in the same geographies as Natoora's US operations.
- Whole Foods Market (Amazon): Premium grocery retailer with deep specialty and organic produce assortments and strong chef customer base. Overlaps with Natoora on premium positioning, specialty produce curation, and chef engagement.
- Sysco: Largest US broadline foodservice distributor serving restaurants, including specialty produce SKUs. Comparable in the B2B foodservice channel where Natoora's CHEF IMPACT competes.
Emerging players
- Imperfect Foods (now Misfits Market): DTC produce and grocery subscription focused on surplus and 'imperfect' items, comparable to Natoora's 'Ditch Uniformity' campaign and DTC delivery app.
- Misfits Market: DTC subscription box for produce and specialty foods targeting consumers seeking alternatives to conventional grocery. Overlaps with Natoora's DTC home delivery and subscription box offerings, though with a value/imperfect-produce positioning.
- Hungry Harvest: DTC subscription service for produce boxes with a surplus/anti-food-waste positioning. Overlaps with Natoora's DTC subscription and seasonality-focused consumer brand.
- Farmigo: Software-enabled CSA and farm-to-consumer produce distribution platform. Comparable to Natoora's direct-to-consumer produce box model and farm-to-table sourcing philosophy.
- GrubMarket: Digital-enabled B2B produce and food supplier connecting growers with restaurants and retailers. Comparable in the tech-enabled specialty/wholesale produce distribution space.
Direct peers
- Baldor Specialty Foods: US-based specialty produce and gourmet foods distributor serving restaurants and foodservice customers. Closest direct competitor to Natoora's CHEF IMPACT wholesale business model in North America.
- Daylesford Organic: UK-based premium organic farm and retail brand with own farm supply chain, farm shops, and DTC offerings. Closest UK peer to Natoora on premium positioning, heritage sourcing, and chef/consumer brand.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
NATOORA LTD social profiles
Digital presenceNATOORA LTD financial estimates
Financial estimateRevenue estimate
Valuation estimate
NATOORA LTD leadership team
Management profileNumber of profiles
Profiles1 record
NATOORA LTD funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NATOORA LTD 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 NATOORA LTD
What does NATOORA LTD do?
Natoora is a premium fresh fruit and vegetable wholesaler that sources seasonal, heritage-variety produce directly from a named network of growers. It sells to professional chefs and restaurants through its wholesale/Chef Impact program and delivers curated produce boxes directly to consumers via its home delivery app and online shop. Approximately 80% of products are sourced directly from producers, with the remainder sourced through wholesalers and markets.
Is NATOORA LTD a public or private company?
NATOORA LTD is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was NATOORA LTD founded?
NATOORA LTD was founded in -1. It employs 1 to 10 people.
Where is NATOORA LTD based?
NATOORA LTD is headquartered in London, United Kingdom, in the Europe region.
How does NATOORA LTD make money?
Three revenue lines are on record. Wholesale Produce Sales are the primary driver. The others are direct-to-Consumer Home Delivery and consumer Retail.
Who are NATOORA LTD's main competitors?
Broad incumbents on record are FreshDirect, Whole Foods Market (Amazon) and Sysco. Emerging players are Imperfect Foods (now Misfits Market), Misfits Market, Hungry Harvest, Farmigo and GrubMarket. Direct peers are Baldor Specialty Foods and Daylesford Organic.
Does NATOORA LTD have an API?
No public API is recorded for NATOORA LTD.
What industry is NATOORA LTD in?
NATOORA LTD's product category is Specialty Produce Wholesale. Its primary akta.pro industry code is AFAIANAC, Farm-to-Consumer Produce Boxes / CSA Delivery, with a secondary code of AFAIABAJ, Specialty & Ethnic Grocery Wholesale. Its NAICS code is 445230 and its SIC code is 5150.