Urban Farm‑It, the UK’s fastest‑growing functional mushroom producer, has announced its rebrand to Urban Farm‑Produce (UFP) as it prepares for major expansion across retail, foodservice and direct-to-consumer markets. The move reflects the company’s shift from a grow‑your‑own brand into a vertically integrated supplier capable of delivering consistent, certified‑organic Lion’s Mane at national scale.
Having become the first producer to launch fresh Lion’s Mane into Sainsbury’s nationwide, UFP is now consolidating its position as the UK’s leading specialist in this high‑value ingredient. The rebrand signals a strategic pivot, replacing reliance on imported Lion’s Mane with UK‑grown, low‑water‑usage, minimally processed product, supporting retailers, manufacturers and foodservice clients seeking to strengthen domestic sourcing and reduce supply‑chain exposure.
The company is also strengthening its cold‑chain infrastructure through its collaboration with Oakland International, creating one of the UK’s most advanced specialist systems for Lion’s Mane cultivation, processing and distribution. This integration ensures consistent quality, longer shelf life and reliable year‑round supply.
Urban Farm-It Founder and CEO Elliot Webb stated: “This rebrand marks a defining moment in our journey. What began as a mission to help people grow their own food has evolved into a commitment to reshape how functional, nutrient dense ingredients reach our plates. By producing Lion’s Mane mushrooms here in the UK, organically, sustainably, and at scale, we’re proving that food systems can be both innovative and responsible.
“Our mission is simple, to make functional, healthy foods accessible while supporting sustainable, UK-grown agriculture.”
To meet surging B2B demand, UFP has begun construction of a second production facility at Redditch, significantly boosting capacity for both fresh and value‑added formats. February will see the rollout of new Lion’s Mane product formats not yet available in the UK, supporting retailers, manufacturers and foodservice operators looking to diversify plant‑based and functional food ranges. Further sites are already in planning to support long‑term national availability.
UFP has relaunched its website to streamline trade ordering, giving chefs, wholesalers and procurement teams frictionless access to high‑volume purchasing and dependable supply of organic, UK‑grown Lion’s Mane. Certifications including Soil Association Organic, Red Tractor and BRCGS further underlining UFP’s commitment to traceability, sustainability and robust product standards. The brand’s recognition as Sainsbury’s ‘Best Newcomer’ 2025 highlights its rapid category impact.
With the shift to Urban Farm‑Produce, the company is positioning itself as a major domestic player in healthy, functional foods, offering a scalable, UK‑grown alternative to ultra proceed meat‑alternative ingredients, while supporting more resilient, lower‑carbon supply chains.
