OUR STORY

Our founders have a heritage of 130 years in the fresh produce industry, combined with technical and operational skills.

How did we start?

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.

Our Founders

Will-Hill

Will Hill

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.

Ollie-Morley-Fletcher

Oliver Morley-Fletcher

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.

Kovthaman-Murugaratnam

Kovthaman 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.

What do we stand for?

Empowerment

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.

Impact

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.

Innovation

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.

Our journey ahead

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 – SOFT LAUNCH

Release the FruPro platform to the network.

DECEMBER 2021 – SOFT LAUNCH

Release the FruPro platform to the network.

JANUARY 2022 – PLATFORM RELEASE

Release the FruPro platform to the network.

Our Advisors

Alex Zhykh

Alex Zhykh

Product Advisor

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

Rupert Barksfield

Rupert Barksfield

Start-up Advisor

Co-founder of Pynk, a social investing platform with 15 years of experience in the tech industry along multiple verticals

Cristiana Camisotti

Cristiana Camisotti

Commercial Advisor

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

Keith Ward

Keith Ward

Financial Advisor

Partner, Cooper Dawn Jerrom Chartered Accountants and Chairman of Western International Market Tenants Association Limited

Join the community!

Be a part of our story, you can make a change to the future of the fresh produce industry!