Proudly introducing people to the wonderful and alternative world of urban farming, Urban Farm-It makes mushroom growing simple. We speak to Elliot Webb, CEO and Founder, about the company’s mission to make eco-friendly, high-quality produce more accessible.
MYCELIUM MAGIC
Demand for superfoods and gourmet plant-based ingredients is on the rise, with people across the globe becoming more aware of not only the healthy nutrients their food contains but also the sustainable benefits of their choices on the planet.
One such product that is rightfully becoming accredited as a game-changer in the food and beverage industry is the humble mushroom.
Although seemingly ordinary, mushrooms are vital to the natural environment and act as an unprecedented stimulant of human health, boasting a plethora of nutrients, antioxidants, vitamins, minerals, and more, all packed into an unusual shape.
Urban Farm-It, a pioneering business dedicated to alternative agriculture, makes mushroom cultivation and mycology exploration accessible to all, no matter their location or background.
“Our belief is that sustainable food production can transform not just diets but entire ecosystems. We aim to make sustainable, self-sufficient living accessible to everyone, from a business to someone living in an urban flat,” introduces Elliot Webb, CEO and Founder of Urban Farm-It.
With a strong focus on sustainable, self-sufficient food production, the company’s flagship products are its Grow Your Own Mushroom kits, which empower people to cultivate their own fungi at home.
Urban Farm-It aims to encourage and inspire a positive shift towards sustainable food production and consumption by introducing people to the wonderful and alternative world of urban farming through accessible education and top-quality resources.
“By offering educational materials, user-friendly products, and expert guidance, we enable people and businesses to grow their own produce and food with minimal impact on the environment,” expands Webb.
“The emphasis is on creating a circular system where waste becomes a resource, which aligns with the principles of permaculture and regenerative agriculture.”
“Our belief is that sustainable food production can transform not just diets but entire ecosystems. We aim to make sustainable, self-sufficient living accessible to everyone, from a business to someone living in an urban flat”
Elliot Webb, CEO and Founder, Urban Farm-It
MUSHROOM GROWING MADE SIMPLE
Webb’s plunge into the world of fungi began as a result of the COVID-19 pandemic and subsequent lockdowns.
Having previously worked in the fisheries industry, he recognised this unique opportunity for change and pivoted towards a long-held passion of his – mushroom foraging.
“My vision was to contribute to food security and sovereignty in the UK, and the business is growing to be able to significantly support this, which I am really proud of,” he excites.
It has been a challenging yet deeply rewarding transition for Webb, who intends to continue the success of Urban Farm-It and lead the global movement to a more sustainable and self-sufficient society through the positive disruption of the current food production culture.
Specifically, the company offers the aptly named Lion’s Mane mushrooms as a premium product.
“Lion’s Mane mushrooms are extraordinary, both in terms of their culinary and health benefits. With their delicate, seafood-like flavour and unique texture that is quite meaty when cooked properly, they’re a hit with gourmet chefs,” insights Webb.
From a wellness perspective, the mushrooms are recognised for their potential in supporting cognitive function and the regeneration of neutrons as a result of bioactive compounds such as hericenones and erinacines.
Urban Farm-It’s decision to focus on Lion’s Mane mushrooms aligns with the growing interest in functional foods and wellness products. Additionally, it fits perfectly with the company’s mission to inspire sustainable, high-value food production.
“They’re a premium product that’s as good for people as it is for the planet,” dictates Webb.
Available directly from the company’s website, these powerful mushrooms provide businesses and individuals with a one-of-a-kind product that meets consumers’ increasing demand for healthy, exceptional, and sustainable ingredients.
A BLOOMING SUCCESS
Beyond the various mushroom-related products Urban Farm-It offers, the company also provides consultancy services in mushroom cultivation, hydroponics, aquaponics, and permaculture.
Its client base is incredibly diverse, ranging from hobbyists and home growers to restaurants, schools, and small-scale commercial producers across the UK and beyond.
“Our consultancy side of the business is dedicated to sharing expertise to help other businesses design and implement sustainable systems,” details Webb.
“We focus on transformative, soilless farming technologies, helping clients customise systems to suit their specific spaces and goals. We aim to equip people with the knowledge and tools to create self-sustaining systems.”
The company specialises in designing regenerative systems that mimic natural ecosystems and assisting clients in applying these principles to anything from restaurants, disused car parks, and office spaces to gardens, farms, or other urban environments.
With an extensive and comprehensive network of consultants that spans a wide range of specialities, the company can provide support to every aspect of a project.
Equally, boasting over 25 years of combined experience in cultivation, the passionate team of experts remain at the forefront of the latest innovations and techniques, ensuring clients benefit from the most effective and efficient solutions.
As Urban Farm-It continues to expand its consultancy offerings, it is actively collaborating with a high-profile garden designer in an effort to create a special project for this year’s Chelsea Flower Show.
“It is an exciting time for everyone in the business at the moment, and we are blessed to be able to follow our passions,” prides Webb.
“Sustainable agriculture is the future of food. With farming resources depleting, we must shift towards systems that are regenerative and resource-efficient”
Elliot Webb, CEO and Founder, Urban Farm-It
MAKING SUSTAINABLE AGRICULTURE ACCESSIBLE
As Urban Farm-It continues to look towards a future where sustainable food is readily accessible to all, the company is securing retailers to stock its fresh Lion’s Mane mushrooms and Grow Your Own Mushroom kits.
Equally, it is looking to expand the consultancy side of the business and collaborate with more companies to help them reach their sustainability goals, having recently partnered with Blenheim Palace to support its inspirational goal of becoming carbon negative by 2027.
“We would love to show businesses how they can invest in creating really meaningful sustainable food and composting ecosystems that transform their own environments first before contributing to the wider community as well,” insights Webb.
Sustainable farming and food are undeniably increasing in popularity as people are recognising the importance of food that is not only good for them but also the environment.
Lion’s Mane mushrooms, and mushrooms in general, will play a crucial role in this transition as they are nutrient-dense, require minimal resources to grow, and fit perfectly into circular economy models.
Most importantly, they open up exciting possibilities in the world of functional foods and wellness.
“Sustainable agriculture is the future of food. With farming resources depleting, we must shift towards systems that are regenerative and resource-efficient,” concludes Webb.
