PRIMORDIAINTELLIGENCE
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Make your business more profitable, efficient and ready for growth.

Commercial · Technical · AI

For the fungi value chain.

Book a free introductory callSee what we deliver

We combine hands-on commercial, technical and AI expertise to improve operations, automate work, develop higher-value products and unlock new markets — taking ownership of projects from strategy through to implementation.

UK-based, working internationally.

  • 30+ projects

    Commercial, technical and AI delivery

  • 11 years

    Hands-on sector and leadership experience

  • BRCGS A grade

    Achieved at first audit

  • 16 specialists

    Expertise assembled around each project

  • Oxford trained

    Leading AI Implementation programme

The challenges we're brought in to solve.

Recognise the problem? Let's explore what it could be costing you — and what we could change.

Discuss your business challenge →

Free 30-minute introductory call · No obligation

What our clients say

Trusted to deliver.

“Working with Elliot has been genuinely effective.”

He’s helped us form commercial strategies, hit the set targets, hold us to our promises.

He has also introduced AI tools to help us organise the business and move faster.

Great people, and easy to work with.

Mic Eaton

CEO, Dart Valley Fungi

“I reached out to Elliot for help designing our urban mushroom farm.”

He came to visit the site, took details of the space and has come up with an incredible farm design and process for us to go away and build.

If you need help with your business, I highly recommend Elliot. I look forward to working with him again very soon!

Aaron Davey

Founder & Director, Fungibiotics Ltd

What we do

Specialist support across commercial, technical and AI priorities — delivered individually or as one coordinated team.

We unlock growth, strengthen commercial performance and turn opportunities into viable, profitable projects.

  • Strategy & Investment

    Business planning, growth strategy, financial modelling, feasibility studies, investment cases and due diligence.

  • Products & Markets

    New and value-added product development, commercialisation, positioning, pricing and routes to market.

  • Growth & Leadership

    Customer acquisition, sales, strategic partnerships, e-commerce, fractional leadership and hands-on commercial execution.

  • Profitability & Cash Flow

    Product, customer and channel profitability, cost-to-serve analysis, margin improvement, working-capital optimisation and cash-flow performance.

Discuss your project →

Free 30-minute introductory call · No obligation

Built for the whole fungi value chain

We specialise in businesses that produce, supply, process and commercialise fungi.

Spawn & culture producers
Substrate & growing inputs
Mushroom producers
Processing & extraction
Functional ingredients & brands
Fermentation & mycelium materials
Equipment & technology
Distribution & wholesale
Investors & funded ventures

With capability across broader CEA and manufacturing businesses.

How we work

Discover, define, deliver.

Start with a free introductory call. If you already have a clear brief, we move straight to a proposal. If the opportunity is valuable but the solution is not yet clear, we can carry out a fully refundable Value Audit before delivery.

Step 1 · Free · 30 minutes

Initial call

You get: A low-risk first step and a clear recommendation.

Route A · Defined scope

Proposal

You get: A clear proposal and a fast route to delivery.

Route B · Value audit

Value audit

You get: A costed, prioritised plan focused on value and ROI.

The audit fee is credited in full when you move forward to delivery.

Step 3 · Delivery

Get it delivered

You get: Practical delivery, measurable progress and a clear ROI.

Book your free 30-minute call →

No obligation. We reply within one working day.

Selected work

Recent projects.

A snapshot of some of the projects we've been involved in across the fungi value chain in the last 12 months.

Commercial · UK

Fractional commercial leadership

Supporting a UK speciality mushroom producer with commercial strategy, customer development and hands-on leadership, while identifying and deploying AI opportunities to support commercial growth.

Growth StrategyBusiness DevelopmentAI deployment

Technical · UK

Streamlining compliance processes

Supporting a value-added mushroom manufacturer with quality systems and operational improvements, using AI workflows to streamline compliance processes, reduce administrative workload and lower compliance risk.

Quality SystemsProcess ImprovementAI deployment

Commercial · Europe

International business development

Supporting a European biotechnology business with international market development and strategic partnerships, deploying AI agents to reduce wasted outbound sales time and focus effort on relevant prospects.

Market EntryStrategic PartnershipsAI deployment

Advisory · Belgium

Specialist producer mentorship

Providing guidance to a specialist Lion's Mane producer on commercial priorities, operating challenges and business development.

MentoringCommercial Advisory

Strategy · France

Urban mushroom farm feasibility

Feasibility assessment and business planning for a proposed urban mushroom growing operation in Paris.

FeasibilityBusiness Planning
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Elliot Webb, Founding Partner

Founder

Founder-led. Operator-built.

Elliot Webb — Founding Partner

Elliot's career has taken him from the production floor to the boardroom, with over 11 years of hands-on experience building, operating and growing businesses across agriculture and controlled-environment production.

Beginning in commercial fish farming in Scotland, he developed a practical understanding of the technical, operational and commercial realities of food production. He went on to found Urban Farm-It in 2019, building and scaling a business spanning cultivation, facility development, product innovation and commercial distribution.

His experience encompasses business strategy, investment, team leadership, manufacturing and international business development. He has developed products and routes to market across e-commerce, wholesale, foodservice and national retail, including launching fresh Lion's Mane into Sainsbury's and achieving BRCGS A grade at first audit.

Having navigated the challenges of starting, scaling and operating businesses firsthand, Elliot understands what it takes to turn strategy into results. Today, he brings together commercial judgement, technical expertise and practical AI capability, leading specialist teams to help businesses improve performance, unlock opportunities and deliver ambitious projects.

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Core team

  • Elliot Webb

    Elliot Webb

    Founding Partner & Strategic Leadership

  • John Hardy

    John Hardy

    Partner & Commercial Lead

  • Francesca Scott-Underdown

    Francesca Scott-Underdown

    Project Planning & Optimisation

  • Jack Lear

    Jack Lear

    Financial Management

  • Michael Jeffreys

    Michael Jeffreys

    Data Scientist

  • Max Tubbs

    Max Tubbs

    Technical Consultant

  • Stefan Novak

    Stefan Novak

    Senior Software Engineer

  • Adam Clarke

    Adam Clarke

    Governance, Culture & Leadership Development

Supported by a network of specialist associates, assembled around each project.

Questions we're often asked

AI is one of three equal disciplines. Commercial and technical work are just as central, and AI supports the work where it genuinely adds value.

No. We work across the fungi value chain, including spawn, substrate, production, processing, ingredients, brands, equipment suppliers and investors, as well as wider controlled-environment agriculture.

Both. We can deliver a defined piece of work, such as a business plan or AI roadmap, or take ownership of a full project from scoping through to implementation.

We build the team around the project, combining our core team with specialist associates where needed. Delivery capacity is confirmed during scoping, with clear leadership and responsibilities.

Yes. Alongside larger projects, we offer focused mentoring and advisory support for founders and growing businesses.

We're based in the UK and work internationally, with a focus on the UK, Europe and the United States. Most work combines remote delivery with site visits where needed.

It depends on the scope. We work on defined projects, day rates or ongoing arrangements, and agree deliverables, timelines and fees before work begins.

Have a project in mind?

Tell us what you're trying to achieve. We'll give you a clear view of how we can help, and whether we're the right fit.

Book a call

Introductory call · No obligation · UK, Europe, US and beyond

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