Our Story Begins
Natoora starts life as the first online Farmers Market in the UK, 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 flavor.
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 1000 of the most influential kitchens in London, Paris & NY.
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.
Tuccio: A Growing Investment
At the market in Milan, we came across some exceptional tomatoes. Tracking them back to
Francesco in Sicily, we immediately recognized the value of his Datterini, a world apart
from the commercially grown varieties bred to stay on the vine at the expense of flavor.
Our investment in his project has enabled him to acquire another 10,000m² of land, build a
committed team and gain a Global Gap certification.
We open our first Natoora shop in Chiswick, southwest London. We’ve since added three 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 flavor, 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.
Ten years after we started, we have changed the way people view produce. We are approached
by Wholefoods in the UK to supply them with fresh fruit & vegetables, providing a wider
audience with the quality they previously only found in restaurants.
Our wholesale service launches in New York, connecting kitchens in Brooklyn and Manhattan
to growers of radically flavorsome 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 Forced Rhubarb from Yorkshire broke new
ground on the New York culinary scene.
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
Calabrian Bergamots and Winter Tomatoes from Sicily, never before seen in French kitchens.
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
We launch our sourcing hub in Los Angeles. We’re connected to some of the most innovative
farming in the country, building one-on-one with growers that allow us to bypass the
market and go direct to the source of incredible flavor. To our chefs in New York, that
means fresher produce, greater variety and a direct connection to the East Coast.
Our partnership with Wholefoods extends into US stores. We’re putting Venetian Radicchio,
Sorrento Lemons and Sicilian Blood Oranges direct into the hands of home cooks for the
first time, introducing them to our incredible network of growers across Europe.