We’ve sparked a revolution in some of the most influential kitchens in London.

Faced with a broken food system, distorted by year-round availability and increasingly dependant on industrial growing methods, we set out to transform the supply chain and build a new system, rooted in straight-up transparency, radical seasonality and all-out flavour.

From Lyle’s in the East to Core in the West, our produce has been shaping the food scene for over ten years. We establish direct and transparent relationships with our growers. Our goal is to reinstate the value of raw flavour and celebrate the craftsmanship that goes into growing incredible produce.

"Working with Natoora allows us to produce the food we do. They work with some of the best producers in the UK helping them get their produce to London and they are also always on the look-out to bring new and interesting produce to the UK”.

James Lowe, Head Chef of seasonal British restaurant Lyle’s in Shoreditch, east London.

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Our revolution overturns the conventional idea of a wholesale supplier.
We trace flavour directly to its source, to skilled growers producing unique varieties of fruit and vegetables using traditional growing methods and heritage seeds. We give these small-scale farmers the support the need to compete with commercial producers without compromising on soil health, flavour or transparency.

In Cornwall, we are collaborating with Sean O’Neill to create a network of ethically-minded farmers under our own co-operative, Good Earth Growers. Together, we’re bringing organically-grown, seasonal Cornish produce – including micro greens, kales and chards, soft fruit and baby vegetables –
to the London market throughout the whole year. It is growing communities such as these which prove that we can change the food system from the ground up.

Our foraging specialists at The Wild Room connect chefs to the most remote regions of the UK and further afield. They bypass the mainstream distribution channels and go straight to the source, collaborating with local foragers to track down the freshest Scottish Girolles in the Cairngorms, Marsh Samphire from the South Coast and Black Truffles in Western Australia. Their expertise lies not only in the sourcing but the care for the product: knowing which roots to leave behind, how to transport delicate forage and how to clean Marsh Samphire to keep its natural salinity intact from coast to plate.

Our produce uproots deep-set conceptions of food: we introduced fresh Bergamots from Italy previously only seen in the fragrance industry; popularised Camone, Raf and Marinda tomatoes under the term Winter Tomatoes; set uneven scarring as a recognised sign of ripeness with our Reine Claude Dorée and Bull’s Heart Tomatoes. Our ever-increasing range of radically seasonal produce sets the tone for the most innovative menus in London.

While the growing use of our radically seasonal fruit and vegetables signifies a landmark change within the food system, we are equally preoccupied by the smaller steps needed to bring about a total revolution.

Our campaign is making changes within the supply chain that other would consider unnecessary:

  • We’re moving from the industry standard to sustainably sourced, minimum intervention products on all our basic lines.
  • We moved from industry standard milk and cream to The Estate Dairy, a collective of passionate individuals with small pedigree herds in the South West of England.
  • Our chocolate comes from Original Beans, whose conservation projects give back to the land where the cacao is grown.

Our in-house developers design systems tailored to our produce, from the software we use in our scales on the picking line to the reactive stock system in our warehouse. We build our own technology to support the length of the supply chain, instead of turning to generic systems built for conventional wholesalers.

Our App is revolutionising the way kitchens manage their orders. No need to place orders over the phone - chefs can now place orders throughout the day and at the tap of a button. Receive live seasonal updates from growers in the field, get inspired by the best of what’s in season and save valuable time on ordering and invoicing. Speak to us about setting up your App account on 020 7237 0346.

Wholesale Hours

We deliver daily to central London and the surrounding area as well as twice weekly to Bristol. We are constantly expanding our service, so please enquire with the team to see if we can deliver to you.

Monday – Sunday: 7am to 5pm

24 hour order line with monitored voicemail from 5pm onwards

Give us a call on 020 7237 0346

If you would like to learn more about how we work or open an account with us, we’d love to hear from you.

E. newbusiness@natoora.com

Our first customer was the River Café in London. When they weren’t able to find local wholesalers selling the specific varieties of fruits & vegetables they needed, they came to us to see if we could bring produce to London through the market in Milan.

We have since established ourselves as the leader in quality fruit & vegetables in London, and supply produce to over 500 of the best restaurants in the UK every day.

Now, we are pioneering produce with flavor in New York City.

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Deliveries six days a week in Manhattan and Brooklyn

From its early days Natoora wholesale has operated differently to conventional suppliers. We have never operated out of the markets in London. Our sourcing goes much deeper into the countries where we buy. We have built a network of growers across the UK, France, Italy and Spain who inherently understand the needs of our business and more importantly our customers. This is more complex from a logistical perspective but it allows us to have much greater control over the produce that we source and sell.

A direct benefit of this has been our ability to introduce more niche products to our customers. Natoora was the first restaurant wholesaler to bring Bergamots over from Italy. These special citrus fruits used to be the preserve of the fragrance industry.

They are now commonplace on London menus. More recently we have started introducing green mandarins from Sicily into the restaurant market. Similar to the bergamots, they are prized for their aromatic zest and versatility in the kitchen through our relationship with one of our citrus suppliers we were able to have some of the fruit harvested early and exclusively supplied to us.

In the UK we have helped set up the Good Earth Growers, a Cornish cooperative. where together with the growers we plan new crops in order to help chefs with menu innovation. In addition to mainstay produce, they grow an amazing variety of rare herbs, cresses and flowers.