Natoora: Moving Careers, Finding Great Produce, and Fixing the Food System, with Franco Fubini

Today on the podcast we have Franco Fubini, the founder of Natoora.

Natoora can be seen as a ‘premium greengrocer for the best produce’. They have direct relationships with farmers and offer some of the world's best seasonal produce. Working with over 2,000 of the world’s most influential chefs in restaurants in London, Paris, New York, Miami, Copenhagen, Malmö & Melbourne. They also offer their produce to taste-conscious home chefs, and have four London stores.

Natoora’s big-picture mission is to revolutionise the food system. Franco is also an adjunct Professor of Sustainability Management at Columbia university and the author of “In Search of the. Perfect Peach” his book which talks about food supply and why flavour is so key in our diet.

Natoora did not start on the side, but as a response to a life long passion and a decision that this thing needed to exist in the world.

I wanted to speak to Franco as this podcast is all about following your curiosities and passions and making them your life’s work - something Franco has done, but in a different way. In this episode we’ll talk about why the food system is so broken and what we can do about it, why he moved from finance to groceries and why a gnawing sense of dissatisfaction every four weeks at work drove him to make changes, and the surprising things he learnt from a lunch with the founder of Patagonia. I hope you enjoy!

P.S. We recorded this in their shop on an early morning in Bermondsey, surrounded by Radiccio and blood oranges. You can see some video footage from this morning on Out of Hours' Instagram. I’ve done what I can with the audio, but you might still hear some background sounds...

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