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Welcome to Transform the Food System Podcast


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Welcome to Transform the Food System. Every other week Natoora's founder, Franco Fubini, will talk to a different guest about how we can use our collective power to build a better food system.

The food system is opaque. When we start to unpack it, we find that it’s broken and taking its toll on the earth, its people and our economies. When just 15¢ of every dollar spent on food goes back to the grower, and industrialized agriculture mushrooms at the expense of biodiversity, soil health and nutritional density, it’s time to tap into the true cost of our food.

Let’s put the power back into the hands of growers, and deliver nutritionally dense produce with phenomenal flavor.

The easiest way to join the food system revolution right now is to share, rate, review and subscribe to this podcast. By helping us get the word out you’re adding to the community of voices demanding radical change.

Welcome to Transform the Food System with Natoora.


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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.

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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.


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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).


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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.


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