Meet the team
Get to know the people behind our success
Max Tubbs
Farm Manager
Joseph Gilby
Assistant Farm Manager
Lewis Psaila
Compliance
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From our beginnings as a “grow‑your‑own” brand empowering individuals to produce their own food, we have evolved into the UK’s fastest‑growing functional mushroom producer, with a focus on healthy, sustainable meat alternatives, particularly Lion’s Mane mushrooms. Our recent rebrand to Urban Farm‑Produce (UFP), formerly Urban Farm-It, reflects this evolution, from a community-focused grow-your-own brand into a vertically integrated supplier delivering certified-organic Lion’s Mane at national scale across retail, foodservice, and direct-to-consumer markets.
OUR PARTNERS
Trusted by Britain's Best
In 2024, we opened our first commercial farm in Ash, Kent, producing organic fresh and dried Lion’s Mane mushrooms. Every mushroom is hand-harvested, and our expert team carefully monitors the growing environment to ensure optimal conditions and exceptional quality.
In 2025, we became the first to bring fresh Lion’s Mane to market in Sainsbury’s - a milestone that meant a great deal to us, as it helped introduce this remarkable mushroom to the mainstream. Since then, we’ve expanded with a new site in Redditch, increasing yields and enabling us to reach even more customers.
The year ahead will see the opening of our second Redditch farm, currently under construction, alongside planning for three additional farms.
Our Certifications
W H A T W E ' R E D O I N G
R a i s i n g £ 1 . 9 m s o t h a t w e c a n . . .
0x
Lower Emissions
Mushroom protein production represent ~1% of beef's CO₂ per 100g protein
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Jobs Created
By 2028 at our Redditch site
0%
Less Water Usage
>14L water per kg mushrooms 15,000L for beef
W H A T W E ' V E D O N E
2019
Urban Farm-It is born
By travelling Elliot gained a first-hand understanding of the fundamental flaws and unsustainable practices inherent in modern agriculture. This realisation ignited a drive to work independently and pioneer more sustainable food production methods, leading him to create Urban Farm-It.
2020
Expanded our range
In 2020, we officially began trading with our first sale. For most of this year, we were operating our of Elliot's mum's garden shed. We launched in Amazon and expanded our product range beyond our kits.
2021
Growing our community
We began a collaboration with Mycelia and moved into our very first dedicated space - a repurposed pig shelter on a working farm. That same year, we made our retail debut with UK garden centres, laying the groundwork for future growth.
2022
Diving into consultancy
Kelly joined the team (and made a big difference straight away), and we had a trip to Ukraine to help provide aid. We also delivered our first FungiHive, a custom beehive built to work with fungi, which felt like a real step into innovative consultancy projects.
2023
New Directions
Elliot’s bookGrowing Mushrooms at Home was released, helping more people start their growing journey. We took on a big consultancy project with a local council, launched the Brighton Project (and upgraded it not long after), and began our plans to open our farm.
2024
Homegrown Milestones
We opened our own farm site, and by June we were harvesting our first mushrooms there. We started selling to UK wholesalers and were featured in major press for the first time. Ian joined the crew, and we returned to the Autumn Fair with even more to share.
2025
The Big Leagues
We took homeGift of the Year, which was a massive win for the whole team! We also became thefirst to bring fresh UK-grown Lion’s Mane to supermarkets, launching in Sainsbury’s - a huge milestone not just for us, but for mushroom lovers across the country
Join Us in Growing the UK’s Leading Lion’s Mane Business
We’re on a mission to become the UK’s leading producer of Lion’s Mane mushrooms - a superfood celebrated for its incredible health benefits. Right now, we’re raising funds to take our business to the next level, and we’d love for you to be part of this journey.
Every contribution brings us closer to making Lion’s Mane a household name across the UK, while supporting a business that values quality, sustainability, and community. Join us as we grow, innovate, and share the amazing benefits of Lion’s Mane with the nation.
Be part of our journey - together, we can make it happen.