“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.