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Ever wondered where those glossy pink rhubarb stalks came from? How they arrived on your plate? Who grew them? Or why one peach can taste so much better than another?

Today\\u2019s guest you may never have heard of. He\\u2019s not a chef, doesn\\u2019t own a restaurant, and hasn\\u2019t written a cookbook, but the company he\\u2019s built touches so much of what and how we eat as diners in London.

Franco Fubini left his corporate job and started Natoora 15 years ago, with a mission to revolutionise the food system (I also didn\\u2019t really know what that meant but you\\u2019ll know all about it after listening to this episode).

Natoora supplies over 1000 of London\\u2019s best restaurants with fresh produce, and you can now buy their produce directly through Ocado or at one of their stores around London. They\\u2019ve recently expanded, and now have locations in Paris and the US.

I headed over to the Natoora offices in Bermondsey under the railway arches (you may hear a few trains in the background) where I met Franco to hear the Natoora story and to find out the answers to some big questions\\u2026

What\\u2019s right and wrong with our food system? What does it mean to eat in a radically seasonal way? How should we think about flavour and the value we place on it? What\\u2019s the role we as consumers play in our food system?

Franco\'s approach to seasonality, flavour and sustainability will\\xa0change the way you think about the food on your plate.\\xa0

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