About Us

How It All Began

Urban Leaf started with a simple but ambitious idea: bring a healthier, more sustainable food system to the masses. Urban Leaf does this by providing simple and affordable ways for anyone to enjoy indoor gardening. Our team of plant scientists, engineers and food enthusiasts are united by a passion to create a more sustainable planet by reducing the impact that our food choices make. By sharing the joys of gardening with people like you, our hope is to motivate, encourage and inspire a healthier and more sustainable way of life. 

All our products come with a Green Thumb Guarantee – which means if at first you don’t succeed with them we will refund or replace them free of charge. We do this not because we think our products are perfect, or they are incapable of failing. They’re not. We do this because gardening and growing ones one food is a journey, not a destination. It involves both high, and lows. We want more than anything to make a successful gardener out of you, and for this to be a hobby you keep up. We offer a Green Thumb Guarantee because if at first you don’t succeed we want you to try again. 

Meet The Founders

Determined to build something that would make his future grandchildren proud, Nate left the finance industry in 2015 and began dreaming up the idea for Urban Leaf. When he’s not getting to know Urban Leaf customers and ensuring they have a great experience, Nate’s in the kitchen. A true foodie, Nate has been cooking for most of his life. The first dish he ever learned how to cook was spaghetti bolognese at age 9, and he’s taken cooking classes all over the world, even earning a Certificate of Culinary Arts in Toronto. Thai and Vietnamese are his favorite culinary regions, and he once spent a month exploring the Central Highlands of Vietnam by motorbike in search of the perfect bowl of Banh Hoi (it’s all about the fresh herbs!!)

Rob was raised on a wood farm in southeastern Massachusetts. Since moving to NYC, he has made it his mission to make the city a bit greener. His Ph.D. dissertation focused on Vegetated Infrastructure, which means he’s an expert in incorporating plants into built environments. Rob is in charge of dreaming up new products for Urban Leaf and refining our tools to make indoor gardening as simple as possible. But he’s really known for his “Upper Westo Pesto” (fortunately, he’s always got a good supply of fresh basil on hand.)


We believe that finding ways to grow food in urban environments solves a huge number of problems facing people and the planet. Growing your own food shortens supply chains by putting fewer miles between food and eaters, decreases waste through less packaging, and produces food with a higher nutritional density. However, growing food in urban environments is not without its challenges either. As New Yorkers living in 600 square foot apartments, we know these challenges firsthand. There is a lack of time, space, and know how. By making growing food at home fun, easy, and affordable we are overcoming these obstacles. Our first product is an eco-friendly beginner hydroponic unit that’s designed for the complete beginner. It essentially allows plants to water themselves through a patented hydroponic process.


If you’re interested, you can read more about how founders Nate and Rob got started and why we are so passionate about Urban Farming.