“Can a B2B fresh produce marketplace solve the industry's chronic late-payment and cash-flow crisis by embedding invoice financing directly into the trading workflow?”
Founded in 2020 by fifth-generation fresh produce industry veteran Will Hill, FruPro set out to digitize the highly fragmented B2B fresh produce supply chain through a marketplace platform. Recognizing that late payments (up to 90-day terms) and cash flow gaps were a core pain point for marketplace participants, FruPro moved beyond pure marketplace infrastructure to launch FruPay — an embedded invoice financing and receivables purchase product. The receivables are structured through a Luxembourg securitisation vehicle (MIR Lux Capital S.à r.l.), with finmid identified as the embedded lending infrastructure partner, positioning FruPro as a vertical fintech-enabled marketplace rather than a pure SaaS directory.
FruPro's lending and capital products are provided by Finmid.
FruPro was founded by Will Hill and is founded in 2020, headquartered in Tewkesbury, England, United Kingdom.
FruPro has raised £715k in total (latest round: Pre-seed, 2021).
Get a read on where your own stack stands against FruPro and the rest of its category — what they built versus bought, which providers they use, and where the gaps in your own strategy and competitive set actually are.