DIRTEA minds thinks alike: Andrew and Simon Salter on co-founding DIRTEA and their journey
DIRTEA was founded on the belief that nature provides powerful tools to support everyday wellbeing. Driven by a mission to help people feel their best, the brand blends ancient mushroom wisdom with modern wellness practices to create functional, plant-based drinks. I spoke to Andrew and Simon Salter, brothers and co-founders of DIRTEA, to discuss their journey.
The Salter brothers first began with a movement called Feeling Nuts, which encouraged men to check for testicular cancer by using social media to raise awareness. It grew into one of the biggest social health movements of our generation, with celebrities like Ed Sheeran, The Rock and Hugh Jackman getting involved. It was huge and ended up becoming a show on Channel 4 – The Feeling Nuts Comedy Night.
As they continued working together, they began experiencing burnout in their mid-twenties. Rather than seeking medical advice, they decided to do their own research, and that’s when they discovered functional mushrooms. One that stood out in particular for Andrew was Lion’s Mane, due to its “active compounds that, when absorbed by the body, can do incredible things,” including strengthening the immune system, providing longer sustained energy and soothing stress and anxiety. From there, they became deeply passionate about functional mushrooms, travelling to different farms and taking them every day. After experiencing the positive health benefits first-hand, DIRTEA was born.
They’ve only been on the market for four years and have already achieved incredible success. What began as a mission to educate people about functional mushrooms has evolved into something much bigger. Today, DIRTEA is proudly positioning itself as a ritual brand, something people look forward to each day and integrate into their routines. “If you were to add this to your life, you will receive all the benefits we talk about,” they said. And for their ever-growing community, it’s no longer just about the ingredients. As Andrew puts it, “It’s now not an ingredient, it’s a way of life.”
Simon shared that DIRTEA is about reconnecting people with something timeless. It helps to bridge the gap between ancestral wellness and the stress people face today. That’s where Dr Tara Swart comes in. She’s the Chief Science Officer at DIRTEA, as well as a neuroscientist, medical doctor and best-selling author. What makes her involvement so powerful is her ability to explain things in a way that feels real and easy to understand. She brings clarity to the science behind functional mushrooms and shows how they can make a difference in everyday life.
They recently hosted a panel where more than 200 people from their community came along to learn more about wellness and the research behind it. People weren’t just turning up for a brand, they were turning up to feel better, to learn, and to be part of something meaningful. DIRTEA now works closely with Dr Tara in developing their products.
Andrew and Simon also spoke about the importance of working with people who genuinely share the same values. “It’s never random,” Andrew said. Every collaboration is intentional and rooted in alignment. Investors like Roxie Nafousi and Bear Grylls connect with DIRTEA’s core brand values; whether that’s self-development, building confidence or trusting in nature. They shared that the most meaningful partnerships often happen organically, when someone is already a fan of the product and wants to
get more involved.
The brothers are firm believers in showing up in real life, which is why you’ll often find them at DIRTEA’s community events. They’re passionate about giving back and staying connected to the people who support the brand. Each month, they host free webinars or team up with other brands and specialists to run pop-ups and community experiences. One recent event was a free coffee and book signing with Roxie in London, and this summer, they’ll be out on the road with the DIRTEA coffee truck, sharing their products and continuing to build that sense of connection.
When it comes to wellness practices, Andrew and Simon take different approaches. Andrew enjoys a structured morning routine, including hydration and movement. His DIRTEA moment is his morning coffee, and before heading to the gym, he takes a DIRTEA performance gummy to produce natural energy and enhance stamina. He’s also been enjoying regular saunas and ice baths. Simon, on the other hand, follows his circadian rhythm and has developed a deep understanding of how syncing with the body’s natural cycles can support energy, focus and overall wellbeing. While their routines may look different, they both return to the same core belief: tuning into your body and supporting it in ways that feel good and sustainable.
What can we be expecting from DIRTEA in the future? “More impact, more innovation, more clarity and we are always improving our products”, Andrew said. They are expanding globally, just launching in the US particularly New York and added that they have some new formats that may surprise us…
It’s clear that DIRTEA isn’t slowing down anytime soon, the focus remains on creating products that truly support people’s wellbeing.
Check out DIRTEA here: https://www.dirteaworld.com
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