Our Story Begins
Natoora starts life as the first online Farmers Market, connecting customers to some of
the country’s best butchers, fishmongers, cheesemongers and growers. What we do has
changed a lot since then, but we have stayed true to our roots: sourcing directly from
producers who share our dedication to flavour.
Setting off a Revolution
Our work in the online retail business earns us a reputation as the source of directly
sourced, radically seasonal produce. Starting with the River Café, chefs begin to turn to
us to connect them to growers across Europe. We build our wholesale channel from scratch,
grounded in transparency and direct contact with known growers. Our supply chain now
reaches directly into over 700 of the most influential kitchens in London.
Natoora Hub in Milan
We want to know exactly who does what and when in our supply chain. We opened a hub in
the market in Milan to better understand and engage with the journey of produce from
field to kitchen. Since then, we’ve added teams on the ground in Barcelona, Paris, Fondi,
New York and L.A, who together work as a unit to ensure that produce is handled as
minimally and carefully as possible as it travels across our network.
Natoora on Ocado
Our radically seasonal produce launches on Ocado. For the first time, home cooks have the chance to choose directly sourced fruit & vegetables over the intensively grown, year round range of supermarket produce. Our presence on Ocado has actively engaged more and more consumers in our food system revolution.
A Growing Investment
At the market in Milan, we came across some exceptional tomatoes. Tracking them back to Francesco in Sicily, we immediately recognised the value of his Datterini, a world apart from the commercially grown varieties bred to stay on the vine at the expense of flavour. Our investment in his project has enabled him to acquire another 10,000m2 of land, build a committed team and gain a GLOBALG.A.P. certification.
We open our first Natoora shop in Chiswick, southwest London. We’ve since added four
more London stores
, with plans for more. Stocking solely seasonal fresh produce and
sustainably sourced dairy and dry goods, these spaces challenge the idea of the
traditional greengrocer and actively engage consumers in our food system revolution.
Good Earth Growers
Our partnership with Sean O’Neill establishes Good Earth
. Rooted in Crocadon Farm, we forge a network of small-scale growers who
share a determination to grow organically for flavour, not yield. The ever-increasing
wealth of produce coming out of this project proves that thoughtful, small-scale growing
communities can compete with industrial agriculture.
Natoora in Whole Foods, UK
We start our relationship with Whole Foods, stocked in all seven of their UK stores.
Natoora in Selfridges
We take over the concession and become the exclusive provider of fruits and vegetables to the Oxford Street foodhall, turning around its performance with year-on-year growth.
Our wholesale service launches in New York, connecting kitchens in Brooklyn and Manhattan
to growers of radically flavoursome fruit and vegetables on both coasts. Our unique supply
chain enables us to place fresh produce from Europe directly in the hands of chefs.
Sand-forced Radicchio from Veneto along with Moro Blood Oranges from Sicily broke new
ground on the New York culinary scene. By 2019 the Natoora App is available to all NYC chefs.
We bring the revolution to Paris, inspiring chefs with exceptional produce direct from
growers within Paris and the rest of France. From further afield, we introduce them to
Forced Yorkshire Rhubarb and Winter Tomatoes from Sicily, never before seen in French
kitchens. In October 2020 we take on a bigger warehouse in Paris, bringing our operation to a whole new level.
Natoora in Waitrose
In March 2018, a core range of our produce hits select Waitrose stores across London. Side
by side with industrially grown, all year round produce, our radically seasonal fruit and
vegetables spark the beginning of a total revolution in how consumers engage with the food
Natoora in Whole Food, US
Our partnership with Whole Foods extends into US stores. We put Venetian Radicchio, Sorento Lemons and Sicilian Blood Oranges direct into the hands of home cooks in the US for the first time, introducing them to our incredible network of growers across Europe.
We start our stand against plastic
putting together our own team to develop the sustainable packaging of the future. Our home-compostable flow wrap is a landmark bio-based film for our recycled cardboard punnets. We switch from plastic bags to bio-nets made entirely of cellulose in Ocado, Waitrose and Wholefoods, with our commitment extending into our store and delivery packaging.
In June, we launch Natoora Counter
- the first radically seasonal and entirely traceable café in Notting Hill.
In March, we launch our home delivery service
in the US and UK — taking our chef-favourite produce to home cooks. Pivoting our app towards a home customer takes our food system revolution to a whole new audience, giving additional stability to our community of growers and producers. We relaunch our bespoke app for chefs under a new name: NatooraPro.
Our First Earthworks Farm: Melilot
We launch Natoora Earthworks
- our pioneering, regenerative farming programme. Almost two decades of digging deep into our supply chain brings us farming that restores the health of our soils, draws down carbon, and improves the flavour and nutritional density of our food. We partner with chef Dan Cox to launch our first Earthworks farm: Melilot.
Natoora x Eataly
We launch in East London with Eataly, putting the spotlight on our Italian and UK growers and Counter food to go range.