The crate is the commodity.
The pack is the product.
Where we are, and where this goes — from the founder.
The UK imports £7.8 billion of fresh produce a year and sells £168 million back. Forty-six pounds in for every one out. Eighty-four percent of the fruit in this country crossed a border to reach it — and almost none of it can tell you where it came from.
The middle is opaque on purpose. Produce changes hands four times between the field and the kitchen. The grower is paid roughly half of what the restaurant pays. The restaurant gets a delivery note that says “Mediterranean” and a prayer. Everyone in that chain is carrying the same four risks — counterparty, quality, compliance, currency — and nobody is holding the receipts.
So we attached the receipts to the crate. Importable buys directly from named European cooperatives, routes through one Rotterdam hub, and lands every UK delivery with a signed, hash-sealed evidence pack: a named grower, a named inspector, the cold-chain to the data point, and the money trail. Paid on QC pass — not on dispatch. Settled in 72 hours. Every claim externally verifiable, down to the SHA-256.
Where this goes
We are rebuilding the corridor origin by origin. Every origin we light up makes the pack richer and the network harder to leave. The pack hardens into a standard — versioned, citable, externally verifiable at /standard/v1. The standard becomes the category. The category becomes the rail.
That is the asymmetry we are building on: the more trades clear through Importable, the more valuable it is to be inside it — for the buyer who can finally prove provenance to a guest, for the grower paid in days and by name, and for the regulator who, as of CSDDD, now requires exactly the due-diligence data we emit as a byproduct of the trade. The law just turned our exhaust into their compliance.
We started with fresh produce because it is the hardest perishable, the most opaque, and the most regulated thing you can move across a border. If we can hash-seal a fig from Izmir to Fitzrovia, in spec, with a signer on every claim, we can do it for anything that crosses a border and needs to be trusted.
The prize
£7.8B is just UK fresh produce. The UK’s food import bill runs to tens of billions; Europe’s is larger. We earn the trade margin, we earn the settlement, we sell the market data — and we own the verification layer every other actor has to reference. Bloomberg never sold the bonds; it sold the terminal everyone trades through. We are building the terminal for food provenance, and we are running the trades ourselves so the data is real from day one.
This is a category-defining company hiding inside a boring crate of figs. We intend to define it.