In this episode of Independent Minds by Pictet, Rushil, co founder of Urban Greens, shares how three friends left successful corporate careers to build one of London’s most recognisable healthy fast food brands.
Urban Greens was created to change how people think about fast food by proving that healthy, fast and great tasting food can coexist on the high street. What started as an idea during their corporate years became a carefully built brand focused on quality, experience and long term sustainability.
We explore how Rushil balanced a demanding finance career while building Urban Greens, why the founders waited years before going all in, and what it really takes mentally to become an entrepreneur in the food and beverage industry.
From branding and customer experience to pricing strategy, digital growth and social media awareness, this conversation goes deep into what it means to build a food brand designed to last rather than chase hype or exits.
This episode is about patience, calculated risk, resilience and creating something meaningful in a highly competitive market.
In this episode you will learn
What Urban Greens is and how it redefined healthy fast food in London
Why fast food in the UK has traditionally been associated with unhealthy choices
How the founders built the brand while working full time corporate jobs
When and why Rushil decided to leave finance and go all in
The mental pressure and resilience required to be an entrepreneur
Why grit often matters more than having a perfect product
How Urban Greens approached branding store design and customer experience
Why UK consumers respond differently to food brands than US consumers
How social media builds awareness rather than instant revenue
Why Urban Greens prioritised steady growth over fast expansion or exits
TIMESTAMPS AND CHAPTERS
00:00 Intro Who is Rushil and what is Urban Greens
00:35 What Urban Greens is and why healthy fast food was missing in London
01:40 Why fast food in the UK had a negative reputation
02:55 Finding inspiration from Europe the US and Scandinavia
04:10 Building Urban Greens while working corporate jobs
05:20 Using networks instead of consultants to build the business
06:45 Balancing finance careers with startup calls and negotiations
07:40 When the idea shifted from side project to full commitment
09:05 Deciding to leave stable careers to build a salad brand
10:30 The mental toll of entrepreneurship and uncertainty
12:05 Why grit and resilience matter more than perfection
13:40 Educating the market and pricing healthy food confidently
15:20 Branding psychology differences between the UK and the US
17:05 Designing Urban Greens as an experience not just a product
19:00 Influences from Scandinavia Japan South Africa and California
21:15 Social media awareness versus direct sales
23:00 Why Urban Greens prioritised steady sustainable growth
24:30 The problem with exit driven entrepreneurship culture
26:10 Fulfilment money and redefining success as a founder
28:00 Risk taking calm decision making and long term thinking
30:00 Final reflections on building something that lasts
Follow Urban Greens
LinkedIn: Urban Greens
Website: https://www.urbangreens.co.uk
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