About us

About Us

We’re Gideon and Hugo, two brothers with different paths but the same purpose: to have fun, live meaningfully and make good things grow. What began as a shared curiosity about food, sustainability, and community became Urban Harvesters — a movement to bring growing into everyday life. Through Herbi, our locally crafted hydroponic system, we’re making it easy for anyone to grow fresh herbs and greens at home — and building a community that grows together.

Our Story

School wasn’t quite our natural habitat. We graduated (to everyone’s relief, including our parents and the attendance officer), but our real education started afterward. Hugo went to South Africa to work at a sanctuary for orphaned rhinos, where he learned about resilience, care, and the beauty of small, steady change. Gideon dove into the world of hospitality and later into sales — exploring how food connects people and how good ideas can grow when shared.

Along the way, we both kept circling back to the same questions:
What can we do and accomplish with our talent, experience and ideas about how we eat, how we live?

Those long conversations became Urban Harvesters — our way of turning talk into action. For Gideon, it grew from a passion for cooking, curiosity about food systems, and the desire to live sustainably while enjoying the freedom of running his own business. For Hugo, it was about cutting through empty talk and slow processes, telling real stories, and showing that change can be both simple and joyful.

What We Do

Urban Harvesters is where technology, community, and sustainability meet.
Gideon focuses on the technology, design, and innovation that make our systems work. Hugo builds and nurtures the community around them — sharing stories through podcasts, videos, and everyday conversations. In his own kitchen Gideon had fun tirelessly experimenting, building and testing prototypes to find out — for example — which pump works best to create the ideal climate. Yes, it went exactly the way you’d imagine it would at a startup. By turns uplifting and frustrating.

And now there is Herbi, a locally crafted hydroponic system that lets you grow up to six herbs and salad greens right on your countertop. Beautifully made, easy to use, and thoughtfully engineered, Herbi turns fresh food into a small, joyful habit.

Our Vision

By reconnecting people with where their food comes from, we can shift mindsets and make sustainable living a shared experience. One day, Herbi will be as common in homes as an oven or dishwasher. Because growing your own herbs and greens shouldn’t be a luxury it should be a habit.

But we’re dreaming bigger than individual kitchens. We want to bring growing into the heart of our cities — reducing food miles, boosting self-sufficiency, and creating vibrant community spaces overflowing with herbs and vegetables. Physical and digital places where neighbours connect, where people with limited access to the job market find meaningful work, and where young people learn to grow and cook their own food.

Enjoy what you do. Grow something that matters.