Not Just Online

Visit us in Store

See our mission come to life in our stores and partnerships — spaces for our teams to connect with you over incredible produce.

“My vision is for Natoora to re-educate customers by revolutionizing the quality of fruits and vegetables available through everyday channels, all over the world.”

Franco Fubini, Natoora Founder & CEO

Fresh produce at the chiswick store


We look to our stores and Alma Bakery to extend the reach of our community of small-scale growers, producers, and makers even further and allow us to engage with home customers in a way that we’d previously only been able to with our chefs.

Our stores are also backdrops for seasonal educational campaigns and events that explore little-known or misunderstood produce, adjusting our customers’ expectations of fruit and vegetables. You don't have to buy anything to sample what's in season and learn about our produce.

The produce on our shelves reflects what’s growing in the soil at any given time. At our Portobello and Fulham Counter Cafes, our menus give everyone an easy way into what's in season without having to prep it at home.

In short, our stores give everyone an entry point into our food system revolution.

Stronger with Supermarkets

Images with caption alt text

A market monopoly means supermarkets have power. In the main, shelves are stocked with an ever-narrowing range of intensively farmed, year-round produce grown for yield, shelf life and uniformity. Since 2012, we’ve been working within the system to shift the dial towards radically seasonal fruits and vegetables and resilient, transparent supply chains.

We believe that we can make the greatest impact on the day-to-day spending habits of consumers by working with supermarkets, not against them. Over in London, where the average supermarket offers an average of 130 varieties of fruit and vegetables across the year, we source over 500. This gives us the potential to increase not just the quality of the available produce, but also its diversity and seasonal relevance.

The more customers reach for provenance-driven, flavor-first produce, the more supermarkets see the value in adapting their own supply chains.

Although our supply chain remains complex and flexes with the seasons, we go the extra mile to adhere to the accreditations that enable us to work with larger retailers over in London: we hold a BRC (British Retail Consortium) Global food safety accreditation, our organic produce is certified by the Soil Association and our food to go range is SALSA approved.

“Supermarkets are well-positioned to catalyse a fundamental shift in the systems that deliver products to people.”
Greenpeace, EIA Report, 2019



Full Image media

Grocery Stores

Our grocery, deli and farm shop partners give us access to local, dedicated communities beyond our own brand footprint. Where supermarkets help us shift the purchases of everyday shoppers, the small, independent stores we work with give us access to people already seeking quality, well-sourced produce. From MX Morningstar's farm store in Hudson NY to Speceributik in Malmö and Auren's Deli in Copenhagen, our retail partners extend the food system revolution and the reach of our growers and producers across all corners of the globe. If you’d like to stock us in your deli or store, reach out.

We exist to fix the food system.

People are more cut off from the origins of their food than ever. This makes flavor, nutrition and farming practices that protect the planet, almost impossible to find.

By working directly with growers, we create a more sustainable way forward for farming. By giving everyone the tools to understand the power of our food choices, we empower everybody to become drivers of change.

Now is the time for action. Join the food system revolution.

Footer icon

Go beyond four seasons

Each fruit and vegetable has its own season, with subtle shifts which happen every day. Follow their microseasons to unlock flavor at every stage.


location pin icon

Know where your food comes from

We know the name of the person behind everything we source. Recognize their growing artistry to find out exactly where your food comes from (and why that matters).


flower type shape vector image

Make your diet diverse

Our growers work with varieties chosen for quality and nutrition, not yield. By selecting their crops you keep heritage seeds in play, add to ecosystem biodiversity and preserve unique flavors.


Get our seasonal updates straight to your inbox

United States

© 2024 Natoora Ltd.