327 Franco Fubini - Delivering unmatched flavour to 2000 of the world's top restaurant and unlocking consumer demand

Investing in Regenerative Agriculture and Food

A conversation with Franco Fubini, co-founder of Natoora and author of In Search of the Perfect Peach, about flavour as the key to unlocking consumer demand. We talked about what leads to great flavour, which is of course soil health, but first, we need amazing seeds. How do we make sure farmers get paid accordingly when they grow the most amazing pumpkin or peaches? We tackled creating demand for flavour and lots of it starting with the world's leading restaurants, and chefs who are relentlessly looking for the best flavours on their plates.
Most of the food today in the global north flows through supply chains and ends up in supermarkets. So how do we build enough demand and strong supply connections between the farmers who are purely focused on flavour and the ones that supply supermarkets, maybe first online but then also retail? It took Franco 20 years, but now Natoora is starting to crack that code, supplying over 2000 of the world's leading restaurants and some leading supermarkets all with radical seasonality, because we don’t have 4 seasons but 365. Finally, food miles are overrated and won’t change the food system, plus super diverse farms won’t lead to the best flavour; we need specialisation and scale.
---------------------------------------------------

Join our Gumroad community, discover the tiers and benefits on www.gumroad.com/investinginregenag.

Support our work:

• Share it
• Give a 5-star rating
• Buy us a coffee… or a meal! www.Ko-fi.com/regenerativeagriculture

----------------------------------------------------

More about this episode on https://investinginregenerativeagriculture.com/franco-fubini.

Find our video course on https://investinginregenerativeagriculture.com/course.

----------------------------------------------------
The above references an opinion and is for information and educational purposes only. It is not intended to be investment advice. Seek a duly licensed professional for investment advice.

Thoughts? Ideas? Questions? Send us a message!

https://regenerativo.org/en/laris/

KOEN10 for 10% off
https://rfsi-forum.com/2025-rfsi-europe/

Find out more about our Generation-Re investment syndicate:
https://gen-re.land/

Support the show

Feedback, ideas, suggestions?
- Twitter @KoenvanSeijen
- Get in touch www.investinginregenerativeagriculture.com
Join our newsletter on www.eepurl.com/cxU33P!
Support the show
Thanks for listening and sharing!

فصل ها

1. The Flavor Revolution in Agriculture (00:00:00)

2. The Evolution of High-Quality Food (00:08:57)

3. Redefining Flavor and Seasonality in Agriculture (00:17:22)

4. Adapting to Climate (00:28:22)

5. The Foundation of Flavor in Agriculture (00:31:58)

6. Challenges and Opportunities in Food Industry (00:39:32)

7. The Future of Food Consumption (00:46:35)

8. Influencing Sustainable Food Sourcing (01:03:37)

9. Fostering Flavor Appreciation and Sustainability (01:16:42)

10. Learning and Investing in Sustainable Food (01:26:06)

11. Investing in Sustainable Food Brands (01:30:34)

12. The Significance of Winter Tomatoes (01:38:16)

13. Supporting Sustainable Agriculture Practices (01:42:24)