HUNGRY.

Franco Fubini was born in Argentina, raised in Italy, educated in America, and built his career in London.

He’s worked for Goldman Sachs, Apple, and luxury food brand Valderrama.

But then came Natoora.

Today, Franco is the founder of Natoora – the chef-obsessed fruit & veg supplier, serving Ottolenghi, Dan Barber, and Alain Ducasse.

This episode is an eye-opener into food systems, supermarket power, and how our plates shape the planet.

ON THE MENU:

1. Growing up between Argentina, Italy & the U.S. – how culture shapes taste.
2. The Goldman Sachs years – why Franco walked away from banking.
3. Apple’s obsession with perfection – and how it influenced Natoora.
4. Alain Ducasse, Dan Barber & Ottolenghi – building trust with world-class chefs.
5. Why supermarkets destroyed seasonality – and how Natoora fights back.
6. The hidden cost of cheap fruit & veg – why “local” doesn’t always mean good.
7. How Natoora built a supply chain from scratch – and why it matters.
8. Why chefs are the real gatekeepers of better farming.
9. The problem with food labels, and why transparency beats marketing.
10. Franco’s long-term vision – a revolution in how we eat and farm.

An honest, global, and deeply inspiring conversation with one of food’s great challengers.

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Story is heart breaking

Age 0 – prematurely born on an ants nest, roadside in Uganda
his parents couldn’t afford to get him to hospital in time

Age 4 – plagued with illness due to his premature birth

Age 8 – his father mysteriously “dies” in the Ugandan Civil War
His Mother, in so much pain, doesn’t speak for 4 years.

Age 12 – his beloved Mother passes away
her final words “don’t be scared, do what you need to do”

Age 13 – he’s up for adoption. Sitting in the room with 14 parents.
No one raises their hand to take him.
He’s alone.
Completely alone.

Age 14 – he meets and lives with an 83 year old called WyWy.
WyWy tells him:
“if you’re going to do it. DO IT. Don’t rush. But, Don’t wait”
3 weeks later, WyWy dies

Age 16 – he’s living alone. again.
All alone again.
Fixing water supplies in Uganda schools.
Mowing lawns.
Buying and selling cows.
Hustling.
Hustling.
Hustling to fund his education.

Age 17 – he meets a Texan reverend called Don Cripps.
He becomes a Don Cripps translator.
Don Cripps helps to him get to London.

Age 18 – he defies his “fate”. moves to London. Studies law.

Today, he’s the founder of BLUE TURACO COFFEE

Wycliffe Sande is a LIVING LEGEND.
 THE definition of high agency.

A poddy filled with tears, joy, apathy, empathy.
 Hope, so much hope.
 never giving in.
 never giving up.
 always smiling.
 always laughing.

Total honour bro.

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Mark Palmer is a marketing genius, he's worked on the following brands Burger King, Nandos, Pret A Manger, Green & Blacks, Cawston Press

He’s a total genius. 

You’re going to love this episode!!!

ON THE MENU:

1. Tim Ferris Heuristic: “you are the sum of the difficult conversations you have with yourself”

2. How To Have Hard Conversations with Sainsbury’s, Tesco or Waitrose: Don’t ignore the hard stuff, get straight to the point 

3. How to Fire People Correctly: “Ruthless in decision making, generous in execution” 

4. Pep Guardiola Brand Building Philosophy: Move your players around to fit the brand builders

5. Green & Black Brand Building Strategy: Philosophy first, Product second, strategy third 

6. Product before brand, you can layer a brand around a product 

7. Seth Godin Positioning Rule: Competitors must become your colleagues 

8. Anti-Fragile Customer Feedback: Why are you not buying us > Why are you buying us?

9. Invest in creative UPSTREAM “get them to join the team, not just a freelancer”

10. Biggest Challenger Brand Mistake: “Don’t build a bad version of a corporate organisation”

11. Byron Sharpe’s Mental availability vs physical availability unpacked 

12. Green & Blacks Scaffolding of Ideas: Niche <> Mainstream 

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how to build a £30m brand in 3 years…

you have to think differently

…to build £30m brand in 3 year

you must ignore Stephen Bartlett’s advice

…to build a £30 million brand in 3 years

Bartlett says go after RedBull

Create an enemy.

David vs. Goliath

Stand against something.

Teddie disagrees.

PerfectTed don’t go after Red Bull

PerfectTed are contrarian and unique without slagging off competitors

Teddie’s built Big Green Monster fuelled by matcha, grit and good vibes

Total honour to sit with Teddie at Bread & Jam couple weeks ago

SOOO much fucking FIREEEEE in this BRO!!!

the episode:

£30m Brand Building Secrets Revealed in 46 Minutes - PerfectTed founder

ON THE MENU:

1. Why Fast Growth is NOT clean. Embrace messy. Messy = Growth.
2. Why business a series of missiles pointed at your head every single day. Embrace pain.
3. Why Founders MUST be agile and persistent to the point of annoyance…”try literally everything and something will stick”
4. REMEMBER: Grocery Sales doesn’t happen from behind a computer screen… founders get in the Tesco basement now
5. You may have the best marketing in the world… but if you don’t spend 99.9% of your time in the basement of Tesco stores you’ll fail
6. Customer Feedback Inversion Rule: why did you NOT pick up our product > why you did pick up our product
7. The Subtle Art of Self Belief: Never underestimate the power of YOU
8. Why you need a big bold vision BUT you must tailor your pitch to each individual retailer
9. Japanese Hidden Business Wisdom: why every team member should shake every person who ever walks into the office
10. Why indies are waste of time for small brands… “back yourself and go for the big retailer from the jump”
11. Eating the frog + never bury your head in the sand about people problems…”you’ll do more damage to your business doing nothing”
12. The Aldi Allergy: Why PerfecTed will never incentivise their sales team on commission
13. PerfectTed LinkedIn Strategy: Why Employee Generated Content (EGC) = MILLIONS of FREE impressions a month
14. The RedBull Riddle: Never slag off your competitors… it looks so NAFF
15. ALWAYS hire 6 -12 months ahead of the curve…never be left thinking “I wish I hired that person sooner”

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should I put a bullet in my head?

… Andrej thought as walked the lonely streets of Dusseldorf.

He shackled in the corporate chains of hell.

Depressed.

Aint’ Gettin’ No Satisfaction.

Andrej decided to escape. He simply had too.

Called his Old Man

“this isn’t for me… I want, no, I need to cook”

“…I am going to Paris… to Le Cordon Bleu, I’m training to be a chef”

In Paris, dark lifts, lightness enters.

Next,

Andrej opens a successful Fish & Oyster restaurant Dusseldorf.

becomes Europe’s first Fish Sommelier

Today, Andrej is cooking every. single. fish in the world.

I rocked up to record at 11.30am

Andrej had a Spicy Martini locked & loaded.

Yup. My kinda nut job.

OFF_THE::*WALL conversation this one.

episode:

Europe’s First Fish Sommelier, Finding Your Calling, Cooking Every Fish in The World - Andre Cooks Fish

ON THE MENU:

1. David Foster Wallace: “This Is Water” Speech and Sips of Wisdom
2. The Difference between Passion and Love: Passion is unrequited, always follow your passion.
3. How to Soldier On When Owning Your Own Restaurant: “be oblivious to the costs and pain of running a restaurant”
4. Why “Luck” is the Greatest Business plan of all time + how to create your own luck
5. How to deal with pain of following your dream “It’s a choice to choose your trauma or not?”
6. Anthony Bourdain’s “Kitchen Confidential” + The Nirvana of running your own restaurant
7. Why the best boss’s admit when they don’t know what they don’t know
8. Why Germany is a Culinary Waste Land and How London Became the Foodie Capital of The World

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