Ten years may feel like the blink of an eye, but in business, they are a journey filled with challenges, bold decisions, failures, and incredible wins. NaturaleBio, born in 2015, is now a recognized brand in the world of organic superfoods and part of the Yaba House of Brands.

The secret recipe? Passion, courage, determination, and that irresistible drive to bring high-quality products into the kitchens of millions of consumers worldwide.

We sat down with Francesco De Santis, who founded the brand alongside Gianluca Ciralli and his brother Alessandro De Santis, to retrace the most defining moments of this remarkable journey.

From the first ideas to the winning intuition

Francesco, a Roman entrepreneur with a love for digital innovation, started his career in construction but soon realized his path lay elsewhere. After launching Praticheveloci.it, a successful online service for official documents, curiosity and ambition pushed him toward the world of e-commerce.

One day, his partner Gianluca sent him a link: “Here’s how you can sell physical products online.” That was the spark. Francesco dived into webinars, forums, and blogs late at night, studying the American market. Almost everyone advised against selling food—it was too complex. But that’s exactly where he saw the opportunity.

His brother Alessandro, a long-time enthusiast of organic products, introduced him to a new perspective. A shopping trip through an Italian supermarket, cart filled with “strange” items, became the turning point. Among them, one product stood out: coconut oil. Unknown in Europe at the time, but with huge potential.

The birth of naturaleBio

In 2015, the living room table became the company’s first office. A trip to Sri Lanka followed, where Francesco personally checked the very first order of 856 jars of coconut oil.

On October 7, 2016, NaturaleBio went live on Amazon Italy. Within just two minutes, the first sale came through—an emotional moment that confirmed the vision.

Growth was immediate. To solve logistical bottlenecks, the founders set up their own 50 m² warehouse, packing products with the help of a single employee. By 2017, NaturaleBio had expanded its portfolio to include matcha tea and Manuka honey, surpassing €1 million in revenue in just one year.

Matcha: the turning point

If one product defined NaturaleBio’s breakthrough, it was matcha. Back then, the market was unclear—“matcha” was just matcha. Francesco and his team introduced the distinction between culinary, premium, and ceremonial grades.

After countless tastings, they created the premium matcha category, bridging affordability and high quality. The strategy? Build direct, long-term relationships with Japanese growers—no middlemen—ensuring both accessibility and excellence.

Today, matcha stands as NaturaleBio’s signature product and a customer favorite worldwide.

Challenges that became strengths

Doing business in Italy was not without obstacles: customs issues, strict regulations, bureaucratic delays. Yet these challenges only strengthened NaturaleBio, turning quality controls into a core brand advantage.

As the company grew, so did its structure: warehouse staff, logistics, customer care, marketing, and communications. Then came the pandemic, and with it, an influx of acquisition offers.

The team chose Yaba—not just for strategy, but for shared values and a human connection. On March 30, 2022, NaturaleBio officially joined the Yaba family, gaining international reach while maintaining its DNA.

Key milestones

• 2015: The idea for NaturaleBio is born

• 2016: Coconut oil launches on Amazon Italy

• 2017: Matcha and Manuka honey join the catalog

• 2019: First Italian e-commerce site and expanded catalog

• 2022: Partnership signed with Yaba

• 2024: Launch on Amazon USA + rebranding

• 2025: Expansion into Canada + new global e-commerce

👉 Want to see our journey in a more visual way? Check out our Instagram post and relive NaturaleBio’s milestones step by step

The winning business model

For Francesco, success comes down to a few core principles:

• Focus on a specific niche

• Choose lightweight, high-value products ideal for e-commerce

• Prioritize non-perishable, shelf-stable goods

• Build a business model that’s hard to replicate, with a clear competitive edge

Looking ahead

Today, NaturaleBio thrives with a dedicated international team of specialists in the sector, brand marketers, content creators, and communication specialists. The focus is no longer just online: the brand is exploring offline events and collaborations to expand its reach.

“The synergy with Yaba is real, and the numbers speak for themselves. Revenue and margins don’t lie,” says Francesco, who remains a strategic partner in the company’s evolution.

Advice for aspiring entrepreneurs

Francesco leaves readers with five practical lessons:

• Don’t be afraid to make mistakes—they’re essential

• Always validate numbers with a basic business plan

• Stay consistent: hard work solves even the toughest setbacks

• Take action—don’t get stuck in over-preparation

• Choose something you truly love: passion turns into positive obsession

Conclusion

NaturaleBio is living proof that an idea born in a Roman living room can grow into an international brand. A story of vision, resilience, and love for quality that continues to inspire customers and young entrepreneurs alike.

And the journey is far from over—the best is yet to come.