About Natoora
Natoora is a pioneering British fresh produce company founded by Franco Fubini in 2004, operating on a "flavour first" philosophy and commitment to radical seasonality. What began as an online produce market for chefs has grown into an internationally recognised supplier serving over 1,000 of the most influential restaurants in London, Paris, and New York, as well as holding the honour of supplying the Royal Household with fresh produce. In 2012, Natoora partnered with Ocado, making their exceptional quality available to home cooks across the UK. Franco Fubini's inspiration for Natoora came from a moment of frustration in New York City in 1999, when he overheard a woman asking for peaches in December. Having grown up travelling between Egypt, Italy, and Hong Kong, Fubini experienced markets selling genuinely seasonal, local produce and found modern supermarket offerings lacking. He established Natoora to build a transparent supply chain respecting true seasonality, working directly with growers who prioritise flavour, biodiversity, and heritage over yield. Natoora's first wholesale customer was The River Café, whose chef Rose Gray sought the quality and variety of produce unavailable in traditional wholesale markets. This partnership opened doors to London's culinary elite, including Theo Randall, Bocca di Lupo, the Italian Embassy, Violet, and Sketch. In 2006, Natoora merged with Italian foods wholesaler Portobello Food Company, strengthening their sourcing capabilities. The company opened its first greengrocery in Chiswick in 2013, and has since expanded operations to New York, Miami, Paris, Malmö, Copenhagen, and Melbourne. Where average supermarkets offer approximately 130 varieties of fruit and vegetables across the year, Natoora sources over 500 different varieties. This dramatically increases not just quality but diversity and seasonal relevance. Their approach means certain products are only available during their natural season - Seville oranges appear December to February, for example, rather than year-round. This education in seasonality helps consumers reconnect with natural growing cycles. Natoora maintains rigorous quality and sustainability standards. Their organic produce is certified by the Soil Association, the UK's leading organic certification body. They hold BRC (British Retail Consortium) Global food safety accreditation, and their food-to-go range is SALSA approved. Since 2004, measures ensure no food waste reaches landfill - in London, they partner with The Felix Project to feed local communities with surplus viable produce. Products available through Ocado include organic British vegetables like green kale grown in open fields without chemical intervention, organic avocados sourced from different origins throughout the year chasing optimal ripeness, Italian organic unwaxed lemons and seasonal Seville oranges for marmalade, and heritage varieties rarely found in mainstream supermarkets. The Ocado store currently offers around 158 products across fruits, vegetables, food-to-go, and dry goods. For UK shoppers seeking restaurant-quality seasonal produce with transparent sourcing and genuine commitment to flavour over convenience, Natoora represents the premium end of the market. Using Grocefully to compare Natoora prices on Ocado helps assess value when planning meals featuring these exceptional ingredients.