55 UP AND COMING Elliot Webb, CEO and Founder of Urban Farm-It, aims to be a leader in the future of food, helping people achieve food security. And he’s starting with the bestselling Grow Your Own food range… When did you start up and why? It was a lockdown reaction! I was in the Fisheries Industry as a consultant and when Covid started to head towards the inevitable lockdown announcement I knew that I wouldn’t be able to continue working in that industry. So I immediately focused on how I could start a business through a passion of mine, which was mushroom foraging. The Urban Farm-It Grow Your Own Mushroom kit conception was born and I actually shipped my first ever kit on the day Boris Johnson announced lockdown. What prompted you to launch the business? Honestly it was a need to secure my future when I faced the reality of no work as a freelance consultant in a lockdown. Then I immediately went to my passion and hobby. What challenges have you overcome since the company’s launch? Where to start, as any new businesses will testify the challenges are daily, varied and you can’t be sure what’s round the corner. We have moved premises 4 times, changed suppliers, built a Lions Mane fruiting room, hired new staff, established operations and processes by learning as we go. It’s been tough, rewarding and every day is different. Tell us about your product offering. The vision I have is to be a significant leader in the future of food and help people to achieve better food security. The Grow Your Own food range will continue to grow but I am passionate about helping the farming industry to make profitable and sustainable businesses with land that is underutilised or re purposed – like our own farm – we are in a 7000 sq. foot old Apple storage barn. Grow your own
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