L'Orto di Jack

L’Orto di Jack is an Italian company aiming to digitize and innovate the country's traditional fruit and vegetable market through an omnichannel strategy. Founded in 2017 by Giuseppe Carciati and Giacomo Messina, the company originated from their direct experience in the restaurant world, which revealed inefficiencies in the existing distribution model. This firsthand knowledge led them to create a more streamlined, traceable, and transparent process for sourcing and selling produce. The founding team later expanded to include Arturo Casale, Alessandro Della Nina, and Andrea Cadegiani, who brought additional expertise from the restaurant, technology, and finance sectors.

The company operates a vertically integrated model that combines the functions of a broker, wholesaler, and distributor, connecting agricultural producers directly with end customers. Its business is structured across three primary channels. The B2B division, which forms the core of its operations, focuses on supplying high-quality fresh produce to the medium-to-high-end HoReCa (Hotels, Restaurants, and Catering) sector in Milan. A B2C e-commerce platform was launched during the 2020 lockdown, allowing individual consumers to access the same high-quality produce chosen by chefs. This channel benefits from the logistical synergies of the established B2B operations. The third channel is physical retail, with the company establishing a chain of branded greengrocer shops, the first of which opened in January 2021 by taking over a historic 40-year-old location. These stores serve as physical showcases for the brand and as logistics hubs for last-mile delivery.

A key element of L'Orto di Jack's strategy is its proprietary technology platform, designed specifically for the fruit and vegetable industry. This platform incorporates advanced automation and data analytics to manage ordering, logistics, and inventory. The company is also developing an algorithm to forecast price variations based on historical data and weather patterns, aiming to provide greater price stability and transparency for its clients. Revenue is generated through the sale of produce across its B2B, B2C, and retail channels. The business model focuses on shortening the supply chain, which helps to optimize costs and reduce waste. The company has pursued growth through acquisitions, including CPO Distribuzione and Gala Fruit, to expand its market presence. L'Orto di Jack has successfully raised capital through multiple funding rounds, including equity crowdfunding and investments from venture capital firms like Smart Capital and illimity, to fuel its expansion plans.

Keywords: fresh produce distribution, omnichannel retail, HoReCa supplier, fruit and vegetable e-commerce, FoodTech, Italian food market, digital supply chain, B2B food service, Milan restaurants, grocery delivery, branded greengrocers, vertically integrated agriculture, food logistics, agritech, last-mile delivery, food wholesale, perishable goods logistics, direct-from-producer, specialty produce, equity crowdfunding