We’re thrilled to bring you an exclusive conversation with Franco Fubini, the visionary founder of Natoora and a true pioneer in the world of sustainable food. As the much-anticipated release of his book, In Search of the Perfect Peach, draws near, we had the pleasure of sitting down with Franco to delve into his journey, his passion for exceptional produce, and the philosophy that drives his commitment to quality and sustainability.
In this candid Q&A, Franco shares insights into his quest for the perfect peach, the challenges he’s faced in revolutionising the food industry, and the inspiring stories behind Natoora's mission. Join us as we explore the world of extraordinary fruit and the transformative impact of a truly dedicated approach to agriculture.
Franco, thank you for taking the time to answer our questions...
Natoora has been a part of your life for 20 years, during that time, what would you want to say now to 2004 Franco?
Be patient - real change takes far longer than you think.
We share an important value, restoring soil health and sharing this message with our communities, what's your advice to people who want to make a difference themselves?
Recognise that every time you eat, or buy food, you are engaging in a meaningful act that has real consequences. It is like voting, statistically one vote does not count for much, but collectively every vote is incredibly important in defining our future. It is exactly the same with our daily food choices.
Food seasonality is a beautiful thing, for us, there's nothing quite like finding the perfect tomato, tell us what you look forward to most each year.
I look forward to the change in seasons across 365 days, the coming in and out of produce. To this day I remain fascinated by the ease with which ingredients that are around at the same time of year work so well together on the plate. Specifically, every year I eagerly wait for winter tomatoes.
You can shop Northern Pasta in store & online with Natoora, and pre-order Franco's book here.
That first bite of a perfectly ripe peach can be a transformative experience that stays with you forever. But, as Franco Fubini came to realise, flavour has the power to change more than just what we eat.
Drawing on Franco's two decades as CEO of Natoora, the flavour-led fruit and vegetable supplier to many of the world’s top restaurants such as Noma, The River Cafe and Eleven Madison Park, In Search of the Perfect Peach describes how Franco’s pursuit of flavour took him on a journey to regenerate the food system.
Through the story of the beloved Sorrento heirloom tomato in Italy to the scarring on a Reine Claude Dorée plum in France, Franco reveals exactly how flavour has been lost in the shift towards a supermarket-driven food system and what we must do to get it back on our plates. Franco’s journeys are full of vivid encounters with remarkable fruits and vegetables around the globe and he shines a light on the often overlooked work growers are doing to preserve flavour through their craft.
In Search of the Perfect Peach shows us how through flavour a better future for food suddenly becomes possible: one in which we are not only closer to nature and the people who grow our food but where we are also actively building seasonal diversity back into our diets, putting nutritious food on our plates and restoring the health of our soils.
