Puurfection | Foodies Festival | Lion’s Mane | Functional Mushrooms | Natural Wellness

Puurfection made a strong impression at this year's Foodies Festival in Winchester, introducing visitors to its range of Lion’s Mane products and sharing the story behind a business built on quality, cultivation and a very personal journey into functional mushrooms.

The festival brought together food, drink and emerging wellness brands from across the UK, giving Puurfection the opportunity to meet consumers face-to-face, answer questions about Lion’s Mane and demonstrate the different ways the mushroom can be incorporated into everyday routines.

For Puurfection co-founder Ben Wild, however, the story behind the business goes much deeper than the products themselves.

From 14 Years in the Army to Building Puurfection

Before becoming a Lion’s Mane grower and entrepreneur, Ben spent 14 years serving in the Army.

His military career came to an end after he was injured in Iraq, beginning a period of recovery that would eventually lead him towards functional mushrooms and, ultimately, the creation of Puurfection.

Ben recalls:

"I was in the Army for 14 years, but that came to an end when I was injured in Iraq."

During his recovery, Ben was introduced to Lion’s Mane.

"I was put on a variety of medications, but when I was introduced to Lion’s Mane, everything changed in my recovery."

That personal experience sparked Ben's interest in Lion’s Mane and encouraged him to look more closely at the products available to consumers.

What he discovered left him frustrated.

Ben became concerned about products containing lower quantities of Lion’s Mane than he expected, prompting him to consider whether he could produce the mushroom himself.

That decision would become the beginning of Puurfection.

Growing Lion’s Mane in Yorkshire

Around two years ago, Ben began growing and selling his own Lion’s Mane.

Today, Puurfection grows Lion’s Mane at its farm in Selby, Yorkshire, giving the business a direct relationship with the mushroom at the heart of its products.

For Puurfection, that connection is important.

Growing its own mushrooms allows the business to remain closely involved in the cultivation process while building products around an ingredient it knows and understands.

The business has continued to grow and now supplies products to 3,000 businesses, demonstrating the increasing interest in functional mushrooms and Lion’s Mane across the UK.

More Than Just Supplements

Puurfection's approach to Lion’s Mane extends beyond traditional supplement products.

The company has developed a range of formats designed to make Lion’s Mane accessible to different types of consumers, including supplements, tea and coffee.

This gives customers the flexibility to explore Lion’s Mane in ways that fit naturally into their existing routines.

Whether someone is already familiar with functional mushrooms or is simply curious about what Lion’s Mane is and how it is used, Puurfection's presence at Foodies Festival provided an opportunity to have those conversations directly.

For the Puurfection team, educating customers is just as important as introducing them to the products.

Meeting Customers at Foodies Festival

Foodies Festival gave Puurfection the chance to take its story beyond the online world and speak directly with consumers.

Visitors could discover the Puurfection range, ask questions about Lion’s Mane and learn more about the journey from growing the mushrooms in Yorkshire to developing products for everyday use.

Events like this are particularly valuable for growing brands because customers can meet the people behind the products.

In a market where consumers are increasingly interested in ingredients, sourcing and how products are made, those personal conversations help build genuine connections.

For Puurfection, the festival was not simply about selling products. It was about introducing people to the story, the ingredient and the philosophy behind the brand.

Introducing Our Sister Brand, PureYojo

Puurfection's Foodies Festival appearance also took place alongside the launch of its sister brand, PureYojo.

While Puurfection focused on Lion’s Mane and functional mushrooms, PureYojo introduced festival visitors to its range of ceremonial-grade matcha, paired with homemade jams and other nutritious ingredients.

Founded by Maisie Kennard, PureYojo officially launched at the festival.

Maisie said:

"It's been really, really good. The Winchester festival is in the middle of the season, so it's the perfect time to launch."

Although Puurfection and PureYojo have distinct product ranges and identities, they share a common focus on quality ingredients and making natural wellness products part of everyday life.

The two sister brands represent different sides of the growing wellness market: Puurfection through functional mushrooms and Lion’s Mane, and PureYojo through premium ceremonial-grade matcha.

Building the Future of Functional Wellness

For Puurfection, the Foodies Festival represents another step forward in a journey that began with Ben's personal experience and developed into a growing Yorkshire-based business.

From growing Lion’s Mane at its own farm to developing supplements, tea and coffee, Puurfection continues to focus on quality and accessibility while helping more consumers discover functional mushrooms.

The brand's story is ultimately about challenging the ordinary and taking greater responsibility for what goes into its products.

As interest in natural wellness, functional mushrooms and healthy living continues to grow, Puurfection is focused on building a brand that customers can understand, trust and return to.

The journey that began with Ben's discovery of Lion’s Mane has evolved into a business supplying thousands of companies—and Foodies Festival provided another opportunity to share that journey with a wider audience.

For Puurfection, this is only the beginning.

About Puurfection

Puurfection is a Yorkshire-based functional mushroom brand specialising in Lion’s Mane products. The company grows Lion’s Mane at its farm in Selby and develops a range of products including supplements, tea and coffee. Puurfection is committed to quality, transparency and making functional mushrooms accessible for everyday wellness routines.

About PureYojo

PureYojo is Puurfection's sister wellness brand, specialising in ceremonial-grade matcha paired with homemade jams and other nutritious ingredients. The brand officially launched at Foodies Festival in Winchester.

Discover Puurfection and explore the range of Lion’s Mane products.