We work with growers that share our philosophy of prioritising flavour in their growing, and we have a unique ability to build relationships based on trust and a common vision. We understand how to grow for great flavour and that it takes time, patience, commitment and a wealth of expertise to achieve the fullest sensory experience.

We believe that once savoured, great flavour will change the way you enjoy fruit & vegetables forever.

We want to give consumers access to the same quality of fruits & vegetables as supplied to some of the world's top chefs.

It Started With a Peach

I was living in New York in the late 1990s and I remember one day calling in to my local grocery store. A lady was asking a member of the staff where she could find some peaches. It was December, in the depth of winter, and there was thick snow on the ground. It certainly wasn’t peach season.

I’d grown up eating fantastic fruits & vegetables. At the time, it struck me that something was seriously wrong with how people had come to think about and consume fruits & vegetables: with no knowledge of the seasons, and an expectation that products would be available regardless the time of year. I already knew back then that I wanted to do something about it. What that something would be I was less sure of.

Nearly 20 years on from that day in New York, and 10 years since Natoora was founded, we are established as one of the top suppliers to restaurants in London and the surrounding area.

Through our partnership with Ocado, and plans for high street shops, we are on our way towards our goal of giving consumers access to the same quality of fruits & vegetables as supplied to some of the world’s top chefs.

Franco Fubini
Founder