Our Story

Combining Generations of Fresh Produce Experience with Technical Mastery

How did we start?

In 2019, 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

Our Founder Will Hill

Will Hill


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.

Our CEO Ollie

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.

Our CTO Kov

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

2019: IDEA

Will Hill (Founder) decides he wants to make the fresh produce industry more sustainable and streamlined


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


FruPro scale the team and develop the platform.


Released the FruPro platform to the industry.


Steady increase in active companies and trade on the platform.

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

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