Elliot Webb
Elliot Webb is the founder of Urban Farm-It, as well as a passionate grower and educator of alternative agriculture based in the UK. After completing his BSc Degree in Aquaculture and Fisheries Management, Elliot's experiences in traditional fish farming exposed him to the impact that such practices can have on the environment and food quality. Frustrated by the gap between commercial farming technology and home-level production, Elliot sought accessible solutions for everyone.
Established in 2019, our goal has been to simplify "grow your own" practices for consumers by incorporating aquaponics, hydroponics, fungi culture, and permaculture into daily life. Driven by a mission to lead a global movement toward sustainability and self-sufficiency, Urban Farm-It aspires to positively disrupt the current food production culture. The company focuses on inspiring individuals, empowering communities, and enabling businesses to embark on a food-growing journey that benefits the planet.
Mission & Values
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Partnership is at the heart of everything we do — we know we’re only one part of a bigger solution, and we value every relationship that helps move things forward.
We stand for fair work, open minds, and learning through doing — even if that means getting it wrong sometimes.
Our work is guided by the natural world. We aim to grow in harmony with it, never forcing, always learning.
We believe small, positive steps can shift systems. From how we grow to who we work with, our choices are made with long-term impact in mind.
Our Timeline
2019
Urban Farm-It is born
By travelling I gained a firsthand 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 me 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 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 book Growing 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
Heading
We took home Gift of the Year, which was a massive win for the whole team! We also became the first 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.