Market

• This is a highly fragmented market, with several players but no clear benchmark or leader.
• Currently, in Spain’s agri-food sector there are more than 30,000 producers (cheese makers, canning companies, beekeepers, Iberian product producers, olive oil companies, etc.), of which we estimate at least 25,000 are small producers (companies with fewer than 10 employees). Their annual turnover amounts to €6.5B, of which only 13–15% is online (according to an XChannel study). This percentage will progressively grow until it converges with more digitalized categories such as fashion (47%) or travel (83%).
• The trend of buying artisanal food and increasingly doing so online benefits Naturr, in a market that will grow at a CAGR of 7.1% annually from 2025 to 2033.
• Key competitors include Mentta, El Corte Inglés Gourmet, Petramora, and physical gourmet stores.

Different value proposition

• While competitors sell products online through images and text, at Naturr it is the producer themselves who explains their product and production process through short videos, with an experience similar to TikTok.
• The videos are created by the producers themselves (validated by Naturr) and, in some cases, by the Naturr team. A video sells more than a thousand images!
• This approach improves conversion costs (reducing CAC by 40–50%), increases customer trust, and creates a stronger emotional connection.

Traction in 2025

• In 2025, Naturr multiplied its sales by x6 compared to 2024, increasing from €58K to €336K.
• On average, 40% of sales come from repeat customers, reflecting high satisfaction and loyalty.
• Monthly growth throughout 2025 shows a solid and sustained trend.

Model profitability

• The model is profitable: customer acquisition is recovered in less than one year, with an LTV of €69 and a CAC of €17–18.
• Cash flow is positive, as Naturr charges the customer at the time of purchase and generally pays suppliers within 30 days.

Acquisition and retention strategy

• Naturr acquires customers through high-quality and lesser-known products, generating video content (created by both the producer and Naturr) for social media marketing campaigns.
• Once the first purchase is made, similar products are promoted through email marketing and personalized ads in the customer’s private area, encouraging continuous discovery of new artisanal products.
• Example videos: https://www.naturr.es/collections/reels

Team

• The full-time team is led by David Rubio and Víctor Hernández, with the advisory support of Alfonso Tomás, CEO and co-founder of PC Componentes, as well as Naturr’s main investor.
• David Rubio holds a degree in Industrial Engineering from the University of Navarra. For 8 years he worked as a Project Manager in the steel sector (Labea Engineering & Services) and in electromobility (Irizar e-mobility). In 2022, he left his position to found Naturr, convinced of the market opportunity.
• Víctor Hernández studied Business Administration at the University of Seville. He worked for 8 years in digital banking and private banking at Self Bank, Singular Bank, and NTT DATA. In 2022, he left his role as Project Manager to found Naturr with the goal of turning it into the European leader in the category.
• Both founders come from Reina (Badajoz), an area with a strong tradition of Iberian producers, which gives them direct knowledge of the sector and its challenges. They left their professional careers to build the European leader in artisanal food distribution.