Pre-COVID-19, this company supplied produce to many of New York's finest restaurants. Now, they’re bringing farm-fresh fruits and vegetables to your home.
“It’s been fairly nuts,” Franco Fubini, Natoora founder and CEO, says with a laugh. In just the past two weeks, nearly 5,000 New Yorkers have signed up for Natoora. And with good reason: not only is its app as seamless to use as, well, Seamless, but its goods are sourced from over 120 responsible American farms—the’s Mountain Sweet Berry Farm and Vermont’s Tamarack Hollow, which grows what Fubini calls “very cool greens,” chief among them.
On a recent afternoon, my doorbell rang and I couldn’t help but smile at what I saw: a cardboard box brimming with blindingly bright blood oranges, Purple Ninja radishes, and rainbow chard almost too stunning to eat. There was also a head of Caraflex cabbage, which I had ordered to try my hand atAs I scooped a handful of short grain rice into a cabbage leaf, though, a tinge of sadness washed over me.
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