Our founders have a heritage of 130 years in the fresh produce industry, combined with technical and operational skills.
FruPro was founded to provide an online solution to the problems in the fresh produce sector. The industry has been slow to adopt new technologies and FruPro will enable the next five generations to flourish.
The marketplace is built to optimise all aspects of the fresh produce supply chain. Whether you’re a farmer, fresh produce importer, fruit and veg wholesaler or fresh produce retailer – FruPro will help you to connect, distribute, operate, trade and grow.
CEO | Co-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.
COO | 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.
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.
We empower everyone to connect with others, thrive and shape the future of the industry.
We encourage all employees to be bold, challenge others, encourage diversity and act with integrity.
We create a long-lasting positive impact through sustainable agricultural practices.
We create transparency throughout the fresh produce supply chain, increase production efficiency, improve quality and provide fresh produce for those who need it most.
We believe in the power of technology to enable long term progress.
In everything we do, we challenge our ideas in what is possible in order to meet the needs of the industry.
2019 - IDEA CONCEIVED
Will Hill (CEO | Co-Founder) decides he wants to make the fresh produce industry more sustainable.
EARLY 2020 - CONCEPT TEST
Proof of concept 251 pallets are saved from waste, generating £100,000, and feeding 500,000 their 5 a day.
DECEMBER 2020 - FRUPRO FOUNDED
Ollie and Kov join Will to found FruPro each bringing their expertise to the team.
AUGUST 2021- PRE-SEED ROUND CLOSED
FruPro scale the team and develop the platform.
DECEMBER 2021 – TESTING
Testing the platform and finding all the bugs.
JANUARY 2022 – SOFT LAUNCH
Release the FruPro platform to a controlled network.
FEBRUARY 2022 – PLATFORM RELEASE
Release the FruPro platform to the industry.
MAY 2022 - STEADY GROWTH
Steady increase in active companies and trade on the platform.
Former CEO of Smartseeds, a leading transportation and trading platform for grain commodities in Russia
Ex-COO for Fintech platform Pynk, a social investing platform
Former CCO of Silicon Milkroundabout, EDITED, board member of YSYS and Captur
Partner at Cooper Dawn Jerrom and Chairman of Western International Market Tenants Association