Our Story

Combining Generations of Fresh Produce Experience with Technical Mastery

How did we start?

In 2020, our founder, Will, conceived of FruPro to connect the entire fresh produce supply chain.

By creating a unified online marketplace, the idea was that all players could communicate instantly and easily with one another. The outcome would make networking simple, reduce food waste through quick distribution and streamline operations.

Today our platform does exactly this

FruPro is built to optimize every aspect of the fresh produce supply chain. It provides an online platform for farmers, wholesalers, importers, exporters, and retailers to connect and trade, to distribute and operate their businesses more efficiently.

Our Founders

Will Hill

Founder

Will has worked with every step of the supply chain through his extensive experience in the fresh produce industry. Will was the 5th generation to work for his family business WT Hills Western, 130-year-old premium Fruit Wholesale in Western International Market. He founded WT Hill Imports in 2016 which has been a success story developing its owns brands and representing growers interests including Freson De Palos and S&A Produce.

Ollie Morley-Fletcher

CEO & Co-founder

Ollie has a core of operations experience previously working as a management consultant specialising in business transformation in Financial Services, Logistics and Retail. His family own a mixed potato and arable farm in Norfolk. A passion of his has been supporting the food insecure which has led him to volunteer at homeless shelters and he previously organised an annual charity event packing 50,000 meals for the hungry.

Kov Murugaratnam

CTO & Co-founder

Kov has more than 15 years of progressive experience developing and implementing complex infrastructures and technical solutions for industry leaders. He previously held the role of Product Director in Advanced Analytics and AI Solutions at GSK and Management Consultant with experience across Tech, Retail, Manufacturing, Defence, FS and Insurance. He holds a DPhil in Engineering from University of Oxford.

Our Journey

CONCEPT TEST

December 2020: FruPro founded. Ollie and Kov joined Will to found FruPro each bringing their expertise to the team

PRE-SEED ROUND

AUGUST 2021- PRE-SEED ROUND CLOSED
FruPro scale the team and develop the platform.

FEB 2022: LAUNCH

Released the FruPro platform to the industry.

MAY 2022 STEADY GROWTH

Steady increase in active companies and trade on the platform.

JAN 2023 SURPLUS MANAGEMENT

FruPro platform and experts started serving as traders reliable ally, swiftly pinpointing suitable outlets for surplus products based on geography and quality.

APRIL 2023 FRUPAY

FruPay, our innovative finance solution, tackles working capital challenges head-on, instilling confidence in trading partnerships.

JULY 2023 PROCUREMENT SUPPORT

Our platform and dedicated team revolutionise procurement, seamlessly linking buyers with our extensive global network of suppliers

Our Advisors

Alex Zhykh

Product Advisor

Former CEO of Smartseeds, a leading transportation and trading platform for grain commodities in Russia

Rupert Barksfield

Start-up Advisor

Ex-COO for Fintech platform Pynk, a social investing platform. Project Lead at Amulet Protocol, the first DeFi insurance protocol

Cristiana Camisotti

Commercial Advisor

Former CCO of Silicon Milkroundabout, EDITED, board member of YSYS and Captur

Keith Ward

Financial Advisor

Partner at Cooper Dawn Jerrom and Chairman of Western International Market Tenants Association

What Our Partners Say

"We had decided to start targeting the wholesale and food service industry with our Mudwalls products and have found FruPro to be a real opportunity and very cost effective to help us. FruPro has started to show how well it can connect us to new customers that we wouldn’t normally engage with."

"FruPro has enabled my company to open new avenues of sales, the FruPro team have created new relationships and revenue streams which will continue into the future. The team are always on hand to help with any issues. FruPro has been a welcomed addition to my company."

"I can only say good things about our experience with FruPro. Each step of the process, from the initial set-up to launching our products on the site has been straightforward. The team are professional, efficient, and friendly, plus they are always on hand whenever I may need assistance."

"FruPro allows us to expand our network within the fresh produce sector, creating a smoother chain of communication and ease of acquiring new suppliers and connecting with new customers. A dedicated fresh produce platform to aid both sales and purchases."

"The donation to FareShare was very easy and all communication and assistance provided by the FruPro team was very good. FruPro clarified technical issues for us."