Simon co-founded DIRTEA, a purpose-driven wellness brand on a mission to help people reclaim the power of their health by reconnecting with one of nature’s greatest untold secrets: functional mushrooms. His mission is simple, to bring the power of functional mushroom to the mass making the world healthier one cup at a time. Every DIRTEA product is carefully crafted to elevate daily routines and support the mind, body, and spirit with intention—making ancient wisdom accessible, effective, and enjoyable. Built around community, Simon has crafted DIRTEA to become a platform for content, education, and shared experiences—allowing for people to explore what it truly means to be well, guided by the wisdom of nature and the rigour of modern science.