Being different comes naturally to Natoora. In 2005 we were a wet-behind-the-ears internet start up, the original Online Farmers Market working out of the corner of an office in Bethnal Green, East London. We were connecting some of the country’s best butchers, fishmongers, cheesemongers and more, on one website, and delivering to customers in one order. Doing this whilst holding no actual stock, was ground-breaking, exciting and challenging on one hand, whilst logistically a headache and financially ruinous on the other. Yet whilst this pioneering spirit and original concept actually came from a sister company in France, the Natoora of today was shaped by the vision of founder Franco Fubini in the UK. Originally from Argentina, where his maternal grandfather owned and ran a large leather tannery, whilst his father set up a leather trading company in the USA. Franco had always felt the desire to set something up of his own. Food was where his heart was having spent his childhood following his parents around the world, exploring different cuisines. A lifetime growing up to love produce, both in its growing and eating, taught Franco that something is very wrong with people’s knowledge and expectation of the fruit & vegetables they shopped for; supermarkets had made produce available year-round, extending its growing season far beyond anything found in nature. The desire to change this made Natoora into the company that it is today. Paradoxically, for a company that thrives on being innovative and pioneering, it is a sort of nostalgia that inspires so much of what we do: the desire to bring back flavours of the fruits & vegetables that we remember from childhood.
Polecany
