ORTELIA S.R.L.

What ORTELIA S.R.L. does

ORTELIA S.R.L. operates a direct-to-consumer subscription produce-delivery service headquartered in Rome, Italy, founded in 2018. The company delivers curated boxes of fresh seasonal produce, ready-to-cook vegetables, and artisan Italian grocery products to households and corporate offices within the Rome metropolitan area (within the GRA, Ostia municipality, and parts of Castelli Romani). Its core product line comprises seven subscription box SKUs — Box Mista, Box Frutta, Box Verdura, Box Pronta da Cucinare, Box Aperitivo, La Tua Box, and Box da Ufficio — supplemented by a €19.90 trial box (Box di Prova), a €21.90 Box Detox, and an à la carte marketplace called Il Meglio D'Italia featuring 69+ individual artisanal Italian products. The technology stack is built entirely on third-party SaaS: Shopify for e-commerce, Appstle for subscription management with weekly/bi-weekly/monthly cadence and automated billing, Judge.me for verified customer reviews (1,793 reviews at 4.73/5), and Rivo for loyalty. The proprietary differentiator at the operational level is an internally managed delivery fleet with cold-chain integrity and ozonized-water sanitization for ready-to-cook products, supported by SMS delivery notifications and WhatsApp customer service.

The business model is a hybrid subscription/transactional DTC operation. Recurring subscription revenue is generated via flexible weekly, bi-weekly, or monthly boxes with a 9% subscriber discount and only a 10-day cancellation notice, lowering commitment friction. One-time box purchases and individual à la carte items from Il Meglio D'Italia provide transactional top-up revenue, while the Box da Ufficio targets the B2B corporate welfare segment. Pricing ranges from €19.90 (trial) to €59.90 (large Box Pronta da Cucinare), with subscription equivalents priced €2–€5 lower per box. Customer acquisition relies on SEO, organic social (Facebook, Instagram, TikTok), a Friday email newsletter, and a content-marketing blog featuring 200+ recipes by in-house chef Guglielmo; no paid acquisition channels are disclosed.

Customers are primarily health-conscious individual households in Rome seeking traceable, 100% Italian-origin produce with sustainable plastic-free packaging. Secondary segments include corporate offices procuring fruit boxes for employee welfare and food enthusiasts purchasing artisan aperitivo selections. Sourcing is conducted through direct relationships with small Italian agricultural producers (Az.Agr. Chiodetti, Norcineria Brunetti, Az.Agr. La Gentile, Az.Agr. Schiariti, Colli della Regina), with provenance information included in each box. Ortelia is an independently owned S.R.L. (Italian private limited company) with no disclosed external funding, no parent company, no subsidiaries, and 1–10 employees; ownership and management team beyond the legal entity are not publicly identified.

Name

ORTELIA S.R.L.

Legal name

Ortelia S.R.L.

Website

https://ortelia.it

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Rome-based subscription service delivering curated boxes of fresh Italian produce, ready-to-cook meals, and artisan grocery products via an internal cold-chain delivery fleet, serving health-conscious households and corporate welfare clients within the Rome metropolitan area.

Ownership category

akta.pro rank

Product category

Online Grocery Delivery (Fresh Produce Subscription)

NAICS

Local Messengers and Local Delivery (492210)

akta.pro primary industry

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

akta.pro secondary industries

DTC Perishable Subscription Delivery (Meat/Seafood/Produce/Dairy) (AFAIAMAF), Meal Kits & Recipe Box Delivery (AFAIAMAE), Meal Kits & Prepared Meal Delivery (TLAAAHAE)

Keywords

• Fresh produce delivery
• Subscription box service
• Home grocery delivery
• Italian artisan foods
• Fruit and vegetable boxes

Headquarters

HQ city

Rome

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Subscription box sales: Recurring revenue from weekly, bi-weekly, or monthly subscription boxes (Box Mista, Box Frutta, Box Verdura, Box Pronta da Cucinare, Box Aperitivo, La Tua Box). Subscribers receive 9% discount on all boxes. Customers can subscribe without binding commitments, only requiring 10 days notice for cancellation.
2. One-time box purchases: Single purchase of curated boxes without subscription commitment. Full price applies.
3. Individual product sales (Mercato Italiano): Sale of individual products from Italian artisan producers including cheeses, cured meats, sauces, oils, preserves, and fresh produce. Products available as add-ons to subscription boxes or standalone purchases.
4. Corporate/Office box sales: Box da Ufficio (Office Box) targeting businesses for employee wellness programs and corporate welfare. Available in 6kg, 8kg, 10kg, and 15kg formats for office snack provision.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Ortelia operates a subscription-based home delivery service of curated boxes containing fresh seasonal Italian fruits, vegetables, free-range eggs, ready-to-cook produce, and artisan aperitivo products, plus an à la carte Italian marketplace of small-producer goods. Deliveries are made by an internal fleet across the Rome metropolitan area, with flexible weekly, bi-weekly, or monthly cadence and no binding subscription commitment.

Product overview

Ortelia S.R.L. operates as a subscription-based home delivery service for fresh produce in Rome, founded in 2018. The core offering consists of seven distinct box subscription products: Box Mista (mixed fruits/vegetables/eggs), Box Frutta (fruits only), Box Verdura (vegetables only), Box Pronta da Cucinare (customizable ready-to-cook with pre-cut options), Box Aperitivo (artisanal aperitivo selections), La Tua Box (fully customizable), and Box da Ufficio (office fruit boxes). Additional offerings include the one-time Box di Prova (trial box), Box Detox (health-focused), and a marketplace called 'Il Meglio D'Italia' featuring 69+ individual artisanal Italian products sourced from small farms. All products are 100% Italian origin with sustainable packaging. Subscriptions offer 9% discount with flexible weekly, bi-weekly, or monthly delivery options.

Differentiator

Problem solved

Functional benefit

Products and services

• Box Mista

Quantifiable outcome

• 4.73/5 average rating from 1793 verified reviews
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

Six partnerships are on record, tiered minor and core.

• CARITASminorOthersDaily donation of unsold products to CARITAS associations for distribution to those in need, supporting community welfare and reducing food waste.
• Az.Agr. ChiodetticoreStrategic or Co-development PartnerSmall agricultural company supplying artisan cheeses including La Civitonica, Fiore alle noci, Il Marzolino, Fiore al Tartufo, and Fiore al Peperoncino featured in Box Aperitivo selections.
• Pizzicheria Brunetti / Norcineria BrunetticoreStrategic or Co-development PartnerTraditional butcher and delicatessen supplying artisan cured meats including Prosciutto Affettato, Lombetto, La Lonza, Il Bruttarello Affumicato, Il Bruttarello Piccante, and La Scapicollata® for Box Aperitivo.
• Az.Agr. La Gentile (Caprarola)coreStrategic or Co-development PartnerAgricultural company from Caprarola (Tuscia region) producing artisan sauces, spreads, and preserves including Sugo Broccoletti e Salsiccia, Crostino Viterbese, Vellutata di Funghi Porcini, and Crema di Marroni. Products are preservative-free, colorant-free, gluten-free, and listed in AiC directory.
• Az.Agr. Schiariti S.r.l.coreStrategic or Co-development PartnerAgricultural company supplying Cipolle di Tropea IGP from Calabria, featured in the Mercato Italiano selection.
• Colli della ReginacoreStrategic or Co-development PartnerProducer of Olio EVO Blend (Leccino-Canino) featured in the Italian Market selection.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Riverford Organic Farmers: UK farmer-owned organic vegetable box subscription service delivering weekly to households. Closely comparable on the farm-to-doorstep produce subscription mechanic and the emphasis on direct farmer relationships, but operates only in the UK market.
• Abel & Cole: UK-based organic produce and grocery box subscription operator with strong sustainability/ethical-sourcing positioning. Highly comparable on subscription produce model, short supply chain ethos, and eco-friendly packaging, but geographically focused on the UK rather than competing in Italy.
• Quitoque: France-based fresh meal-kit and produce box subscription delivering weekly recipes and ingredients. Comparable on subscription cadence, French/European urban consumer base, and DTC home-delivery model, but primarily a meal-kit operator focused on France.
• La Fourche: France-based organic and ethical grocery e-commerce subscription with home delivery. Comparable on the ethical-sourcing, transparency, and DTC home-delivery positioning, though broader grocery assortment and France-only geography.

Direct peers

• Easycoop: Italian produce subscription and home-delivery service sourced from cooperative farms. Closely comparable business model (subscription produce boxes, direct-from-farmer sourcing, weekly delivery) and target customer (Italian families seeking traceable fresh produce).
• Cortilia: Italy's largest DTC fresh-produce subscription box operator, delivering curated fruit and vegetable boxes with short supply chain from Italian farms to households. Most directly comparable to Ortelia by product, customer (Italian urban households), and subscription model — but operating at national scale versus Ortelia's Rome-only footprint.
• Fruttaweb: Italian online retailer specializing in fresh fruit and vegetable boxes with home delivery. Directly comparable DTC produce subscription model targeting Italian households, though with broader geographic coverage and a more value-oriented positioning than Ortelia.

Broad incumbents

• Blue Apron: US-based meal-kit subscription pioneer (now owned by Kroger-adjacent operator). Comparable DTC subscription box model with home-delivered fresh ingredients and recipes, though focused on full recipe kits and serving the US rather than Italy.
• HelloFresh: Global leader in DTC meal-kit subscriptions with operations across Europe including Italy. Comparable subscription/DTC home-delivery motion and overlapping fresh-ingredient customer, though focused on full recipe kits rather than the loose-produce boxes Ortelia sells.

Emerging players

• Potager City: France-based short-supply-chain fruit and vegetable box subscription sourcing from local farmers. Comparable on the farm-to-doorstep subscription box model and short supply chain positioning, but earlier-stage and France-only.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Ortelia.roma
• Instagraminstagram.com/ortelia_roma
• TikToktiktok.com/@ortelia_roma
• LinkedInlinkedin.com/company/ortelia

Revenue estimate

Valuation estimate

Number of profiles

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 ORTELIA S.R.L.