When the world shut down in 2020, most entrepreneurs hit pause. Andrew Salter hit “go.”

In this episode, I speak with Andrew, Co-founder and CMO of DIRTEA, the UK-based functional mushroom brand that’s grown into a global wellness movement. What started as a pivot during the pandemic has become one of the fastest-growing lifestyle brands in health and wellness.

Andrew and his brother Simon launched DIRTEA from a personal need to improve focus, recovery and energy, and turned it into a viral brand trusted by athletes, creatives and wellness enthusiasts. From their Selfridges mushroom bar activation to their viral social content, DIRTEA has built a loyal following by combining science, storytelling and community.

We talk about the lessons learned from building a brand during a crisis, how to make a niche product mainstream, and the balance between boldness and belief in entrepreneurship. Andrew also shares his honest take on scaling a business, why hiring is the hardest part of growth, and how the US market represents the next big chapter for DIRTEA.

If you’re building a product-led business or a brand that challenges convention, this conversation is packed with insights on how to educate a market, create a movement, and lead with purpose.

Key Takeaways:

Go all in when the moment feels right. Andrew’s “screw it, just do it” moment came when the pandemic hit—he doubled down instead of pulling back.

Education drives adoption. DIRTEA’s early success came from demystifying functional mushrooms through social content and real-world experiences.

Viral growth is built on authenticity. Their personal story and design-led approach made the brand relatable, human and shareable.

Quality builds longevity. Obsession with sourcing, taste and efficacy kept customers coming back.

Community over campaigns. DIRTEA’s success came from showing up in person, building a movement and empowering advocates.

🎧 New episodes of Screw It Just DO It drop every Tuesday & Thursday, so make sure you follow wherever you listen. You’ll hear real conversations with founders who’ve taken a risk, built something from scratch, and figured it out along the way.

🔥 Thanks to everyone who joined us at the Festival of Entrepreneurs at the NEC Birmingham. What an incredible two days of ideas, connections, and real business insights. If you missed it, stay tuned, we’ll be sharing highlights and conversations from the event on the podcast.

Stay connected at www.festivalofentrepreneurs.co.uk and follow @festivalofentrepreneurs for news, updates, and future events.

Real entrepreneurs. Real stories. Real strategies.

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How DIRTEA Went Viral: Community, Content and Culture with Andrew Salter