Community, Complexity, and Curiosity
This month’s Member Spotlight comes with something a little different. Will Matthews, new entrant to the sector and founder of vertical farming start-up Harvestory, has penned a thoughtful piece reflecting on his first steps into the controlled environment agriculture (CEA) sector. We’re featuring it to celebrate his journey and highlight the real-world lessons that come with building a purposeful business in this space, from the importance of community and collaboration to navigating complexity with curiosity and resilience. Whether you’re a fellow founder, researcher, or grower, we think you’ll find something unique and refreshing about Will’s perspective on the industry, shaped by his unconventional journey into agriculture and strong sense of purpose.
Will visiting Farm Urban’s HQ in Liverpool, meeting with UKUAT member Paul Myers.
The Path to Purpose
Will’s path into agriculture was anything but typical. He originally studied economics and spent the early part of his career working in financial services, sales, and recruitment. While successful, these roles lacked the fulfilment he was searching for — a sense of deeper impact and connection. That spark came when he rediscovered a long-standing curiosity about food, sustainability, and the natural world.
This led him to pursue a master’s degree in Agricultural Technology and Innovation at the Royal Agricultural University. His dissertation focused on vertical farming as an Environmental, Social and Governance (ESG) initiative, revealing the untapped social potential of urban growing systems, particularly in workplaces and community settings.
Following his studies, Will went on to win the university’s entrepreneurial competition, using the momentum to found Harvestory, a start-up aiming to bring vertical farming into everyday environments, from offices and hotels to schools and public spaces. His vision is rooted not just in growing crops, but in growing communities — reconnecting people with food, wellbeing, and one another.
Perspectives on a Sector Still Taking Root
“I’ve been fortunate to meet a diverse range of people across the sector — from scientists and growers to entrepreneurs and academic researchers. Although I’m still finding my feet, the welcome has been warm and the support from others, often unexpected and humbling.
Controlled environment agriculture remains, in many ways, a fledgling field. We’re all still learning. And while growing with the lights off can be a lonely and complex endeavour, especially at the beginning, I’ve found there’s a generous and open community out there — willing to share, collaborate, and support. Sometimes, the hardest part is simply reaching out.”
Finding Focus in a Multi-Faceted Role
Will acknowledges the steep learning curve of working in CEA. “This has undoubtedly been the most complex environment I’ve worked in. You have to be a generalist and a specialist — simultaneously learning about engineering, plant science, operations, and strategy.
Things will go wrong — and often at the worst time. I’ve leaned heavily on more experienced peers for guidance when that happens. Even with a team of specialists, you still need a broad understanding and a shared vision to bring it all together.”.
A visit to Simply Grow (Bristol). Left to right: Dan, Max, Sylwia and Francesco. Max and Sylwia are commercial microgreen growers, while Dan and Fran have acted as valued advisors to Harvestory in its early stages.
Momentum, Mission and the Road Ahead
Since completing his studies, Will has been immersed in building Harvestory — a project that blends vertical farming with social impact. The model focuses on edible installations for urban environments, especially workplaces, combining food literacy, wellbeing, and community engagement.
“The past nine months have felt like a second degree. I’ve travelled across the UK — from Wales and Liverpool to Plymouth, Cambridge, and London — meeting stakeholders, attending events, and refining the concept. Harvestory is still early-stage, but the interest and momentum have been energising.”
To the right, Will celebrated his ‘Harvest Day’ engagement workshop, showcasing how installations are used for pop-up events. “Whatever you are going through, you are growing through.”.
Final Reflections
Will’s journey so far is a testament to what’s possible when you bring curiosity, courage, and a willingness to learn into a new space. His story resonates with others navigating the early stages of their ventures, reminding us that fresh thinking, humility, and purpose go a long way in shaping the future of food and farming. We’re proud to have Will as part of the UKUAT community and look forward to seeing Harvestory grow.
by Will Matthews
Founder of Harvestory
