Today, Natoora supplies fresh produce to the best restaurants in London, Paris, New York, Melbourne and Copenhagen as well as through their own stores and cafes.
He has just published his first book, In Search of the Perfect Peach, which lays out his optimistic vision for how we can get flavour back onto our plates – sustainably.
He says: ‘For close to 20 years, we’ve built our sourcing around a very simple, yet immensely powerful ethos: flavour first.’
Fubini is also a professor of Sustainability Management at Columbia University in NYC.
Here, he tells us what makes for a life well-lived.
Where Do You Call Home?
Red Hook in Brooklyn, NY.
What Inspired You To Set Up Natoora?
I was inspired by my own desire for better quality produce and believed other people were also in search of better fruits and vegetables. Whilst Natoora was actually set up before I took over the running of it, it is the expression of all my ideas.
Which Do You Like Most: Breakfast, Lunch Or Dinner?
Breakfast if I am on holidays.
Who Does Most Of The Cooking In Your Household?
During the week, my wife, and I cook on weekends.
What Is Your Favourite Restaurant In The World?
A tiny, family-run trattoria in Sicily called I Rizzari.
Describe The Best Holiday You Have Ever Been On
My favourite holiday was when we celebrated my 50th birthday with my family and close friends on a paradise island south of Rio de Janeiro. The Atlantic rainforest, its tropical vibe, the most pristine water and having some of the people most dear to me there was perfection. Also, the bananas and papayas are out of this world.
Which Is Your Favourite Season?
I don’t have a favourite season. I enjoy all of them and the contrast they provide. Spring is very special, however, given the renewed abundance of produce.
What Was The Last Item Of Clothing You Bought?
A pair of board shorts from Mollusk.
You Have A Free Afternoon On Your Hands. What Do You Do With It?
Go surfing if there are waves!
What Is Your Most Prized Possession?
My mind.
