Wellness and Body · London, England
Erbology
London siblings turning lesser-known plants into organic everyday foods.
- Founded by
- Irina Turcan, Victor Turcan
- Based in
- London, England
Their story
Erbology was founded in London by siblings Irina and Victor Turcan. Irina, a London Business School alumna, wanted to bring underused plants into everyday eating, and the pair built a range of organic foods around ingredients most shoppers had never tried.
Sea buckthorn, a bright orange berry rich in omega-7 fatty acids, became a signature, alongside plants like Jerusalem artichoke and amaranth. Early on the company was selected for PepsiCo's Nutrition Greenhouse incubator, which helped it grow its range.
How it's made
Erbology works with independent farmers to source its plants and keeps its products certified organic. Ingredients are turned into simple pantry staples such as juices, powders and snacks, with little added beyond the plants themselves.
We turn rare plants into powerful and accessible foods that complement each other
Why we carry them
We're always curious about ingredients that rarely make it to American shelves, and Erbology's sea buckthorn is a great place to start. It's tart, bright and unlike anything else in the aisle.
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