We started out in London over ten years ago with a radical goal: rather than convincing people
to eat more fruit & vegetables,
we set out to find better ones. Most suppliers buy through the established markets; we chose
to. To gain access to a better calibre of produce, we built the very first supply chain
geared towards exceptional flavor.
The first to bring quality produce to the UK from specialised growers across continental
Europe, we have since established
ourselves as the leader in quality fruit & vegetables in London, supplying over 500
and counting among our customers Ruth Rogers at The River Cafe, James Lowe at Lyles and Brett
at The Ledbury.
Giving British chefs access to better produce was just the beginning. It became clear to us
that our mission to find better
flavour resonates in many of the world’s capitals just as it does in London. This is why we
now launched in New York City, selecting the best varieties of seasonal fruit and vegetables
delivering them to chefs in Manhattan and Brooklyn from our warehouse in Bushwick.
Cosmopolitan life and the technologies that bolster it have made almost anything purchasable at
the click of a button; yet
access to truly seasonal fruit & vegetables is incredibly limited in cities that are too
monopolised by supermarkets, whose supply chains are completely reliant on industrialised
As a result, a lack of knowledge pervades, benefitting larger, commercial producers over truly
growers who put more time and care into their produce.
In London, we made a conscious choice to operate differently to other suppliers from the very
beginning; in New York, our
goal is to yet again break with convention. From locally grown specialty crops to California
bys, we only work with growers who share our philosophy of putting flavor first.
Most importantly, everyone who works at Natoora - from our highly specialised buying team to
our dedicated delivery drivers
- shares the same aims that have contributed to our unprecedented growth in the UK. We are all
by a tireless pursuit of flavor, committed to bringing only truly outstanding produce to
and genuinely intent on changing the way people eat forever.