Wild Food

What Wild Food does

Wild Food, doing business as Jesper Launder Consulting Medical Herbalist, is a UK-based sole proprietorship founded by Jesper Launder in 2002 that delivers two interrelated service lines: clinical herbal medicine consultations and outdoor foraging education. On the clinical side, Launder — a BSc (Hons) qualified Medical Herbalist and fully insured member of the National Institute of Medical Herbalists (NIMH) — sees individual patients across three UK clinic locations (Jordans in Buckinghamshire, Chorlton in Manchester, and Hebden Bridge in West Yorkshire), treating conditions including skin disorders, digestive complaints, stress-related disorders, women's health issues, circulatory disorders, and arthritic conditions through a professional services fee model with prices quoted on enquiry.

The second revenue stream consists of pre-booked educational experiences — wild food foraging walks, mushroom forays, herb identification walks, and wild wine/beer making courses — typically running approximately three hours each and often culminating in cooking and tasting of finds. These events, which leverage Launder's 25+ years of personal experience collecting wild mushrooms, are delivered in person across the UK and include private group bookings. There is no proprietary technology, no digital product, and no app; the entire offering rests on in-person delivery of expert human knowledge.

The go-to-market is direct-to-consumer via the jesperlaunder.com informational website, a Facebook page (consultingmedicalherbalist), word-of-mouth referrals, and co-marketing of courses through the strategic alliance with Neal's Yard Remedies (from whose premises Launder practices in Manchester). The business has six employees, is founder-owned with no institutional investors, has no disclosed revenue, and is registered as a sole proprietorship operating from the United Kingdom serving individuals in England.

Name

Wild Food

Legal name

Jesper Launder

Website

https://jesperlaunder.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Wild Food is the sole-practitioner herbal medicine and wild food foraging business of UK Medical Herbalist Jesper Launder, offering one-to-one clinical consultations across three UK clinics and ticketed foraging walks, mushroom forays, and herbal medicine courses for individual learners.

Ownership category

akta.pro rank

Product category

Herbal Medicine Services

akta.pro primary industry

Culinary Walking & Market Tours (THAJAGAA)

Keywords

• Herbal medicine consultations
• Wild food foraging
• Mushroom identification walks
• Holistic healthcare services
• Plant-based remedies

Headquarters

HQ city

Didsbury, Manchester

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Herbal Medicine Consultations: One-on-one clinical consultations with a Medical Herbalist treating a wide range of conditions including skin complaints, digestive disorders, stress-related disorders, women's health, circulatory disorders, and arthritic complaints. Revenue generated through consultation fees.
2. Foraging Walks and Educational Courses: Revenue from ticketed/fees for wild food foraging walks, mushroom hunts, herb identification walks, and courses such as wild wine-making. Walks last approximately three hours. Private bookings are also available for groups.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Wild Food is a service-based practice operated by Medical Herbalist Jesper Launder, offering one-to-one Herbal Medicine consultations to treat a wide range of conditions (skin complaints, digestive disorders, stress-related disorders, women's health, circulatory disorders, arthritic complaints) alongside outdoor educational experiences including Wild Food Walks, Mushroom Forays, and Herb Identification Walks. The practice also delivers Herbal Medicine Courses and Talks in conjunction with Neal's Yard Remedies.

Product overview

Wild Food is a service-based practice operated by Medical Herbalist Jesper Launder, offering a portfolio of interconnected nature-based health and education services. The core offering consists of one-to-one Herbal Medicine consultations for treating various medical conditions, complemented by a suite of outdoor educational experiences including Wild Food Walks, Mushroom Forays, and Herb Identification Walks that teach foraging and plant identification skills. The business also offers Herbal Medicine Courses and Talks, which share knowledge about medicinal plants and wild food preparation. All services are connected through Jesper's expertise in herbal medicine and his 25+ years of experience collecting and eating wild foods. The practice operates from three clinic locations in Buckinghamshire, Manchester, and Hebden Bridge.

Differentiator

Problem solved

Functional benefit

Products and services

• Herbal Medicine Consultations One-to-one clinical consultations with a Medical Herbalist treating a wide range of conditions including skin complaints (Psoriasis, Eczema, Acne, Urticaria), digestive disorders (IBS, Crohn's disease, Ulcerative Colitis), stress-related disorders (Anxiety, Depression, Insomnia), women's health (PMS, Menstrual irregularities, Menopausal symptoms), circulatory disorders, and arthritic complaints using plant-based herbal remedies. Delivered at three UK clinic locations.
• Wild Food Walks Educational foraging walks teaching participants to identify and harvest edible wild plants and fungi from Britain's fields, hedgerows, and woodlands, with emphasis on safety and correct identification. Walks last approximately three hours.
• Mushroom Forays Guided fungi identification walks focused on edible and medicinal mushroom species found in the UK, with cooking and tasting of finds at the end of sessions. Special emphasis on Wild Mushroom hunts in autumn.
• Herb Identification Walks Walks through the wild focused on identifying medicinal and edible herb species, teaching participants to distinguish edible plants from poisonous look-alikes.
• Herbal Medicine Courses and Talks Educational courses and talks on herbal medicine topics, including wild wine and beer making courses, delivered in partnership with Neal's Yard Remedies.

Named customers4 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Neal's Yard RemediescoreStrategic or Co-development PartnerJesper has close ties with Neal's Yard Remedies and currently practices from their clinic at their Manchester branch. In conjunction with Neal's Yard Remedies, Jesper runs a variety of herbal medicine courses and talks, providing educational content through their platform.
• National Institute of Medical Herbalists (NIMH)coreOthersThe professional body of Medical Herbalists in the UK. NIMH is the governing body ensuring high standards of practice. Entry to the Institute may only be gained following successful completion of three or more years of training. Jesper is a fully insured member.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• River Cottage: River Cottage is a broad UK food and outdoor-education brand spanning cookery, food growing, and nature-based experiences. It serves similar experiential customers but is much broader than a specialist herbal and foraging practice.
• A.Vogel: A.Vogel is a UK herbal-remedies and natural-health brand with broad consumer reach. It overlaps with the plant-based treatment market addressed by Wild Food, while operating at substantially greater scale and through products rather than appointments and walks.
• Neal's Yard Remedies: Neal's Yard Remedies is an established UK natural-health retailer and educator with herbal remedies and related courses or talks. It overlaps with Wild Food’s botanical-health positioning and is also an explicitly documented partner.
• Pukka Herbs: Pukka Herbs is a scaled herbal and botanical wellness brand selling plant-based products to natural-health consumers. It is comparable in botanical-health customer positioning, but its product-led model differs from Wild Food’s consultation and field-education services.

Others

• The Organic Herb Trading Company: The Organic Herb Trading Company supplies organic herbs and botanical ingredients to health, food, and personal-care businesses. It is an adjacent ecosystem comparator for the botanical expertise underlying Wild Food’s services, rather than a direct service competitor.

Direct peers

• Wild Food UK: Wild Food UK provides UK wild-food and mushroom-foraging education, including identification walks, courses, and food-focused experiences. It directly overlaps with Wild Food’s educational foraging walks and mushroom forays.

Regional players

• Galloway Wild Foods: Galloway Wild Foods offers wild-food education and foraging experiences in Scotland. It is a strong regional comparator for the same mushroom, plant-identification, and wild-food learning activities.
• Forage London: Forage London organizes wild-food walks, tastings, and educational experiences for consumers. It is comparable in service format and target audience, although it is more concentrated in the London market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/consultingmedicalherbalist
• LinkedInlinkedin.com/company/wild-food

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wild Food