The Sensory Psychology of Food Choices

Franco Fubini was born in Argentina, raised in Italy, educated in America, and built his career in London.

He’s worked for Goldman Sachs, Apple, and luxury food brand Valderrama.

But then came Natoora.

Today, Franco is the founder of Natoora – the chef-obsessed fruit & veg supplier, serving Ottolenghi, Dan Barber, and Alain Ducasse.

This episode is an eye-opener into food systems, supermarket power, and how our plates shape the planet.

ON THE MENU:

1. Growing up between Argentina, Italy & the U.S. – how culture shapes taste.
2. The Goldman Sachs years – why Franco walked away from banking.
3. Apple’s obsession with perfection – and how it influenced Natoora.
4. Alain Ducasse, Dan Barber & Ottolenghi – building trust with world-class chefs.
5. Why supermarkets destroyed seasonality – and how Natoora fights back.
6. The hidden cost of cheap fruit & veg – why “local” doesn’t always mean good.
7. How Natoora built a supply chain from scratch – and why it matters.
8. Why chefs are the real gatekeepers of better farming.
9. The problem with food labels, and why transparency beats marketing.
10. Franco’s long-term vision – a revolution in how we eat and farm.

An honest, global, and deeply inspiring conversation with one of food’s great challengers.