Finding Roots

Press Coverage

For any press or media enquiries please contact Finding Roots via email:


From more than  7,000 entries, Finding Roots won the NatWest 10K Challenge.

Judge’s Comments: We were so impressed with Lilidh’s self-awareness and understanding of how congested and challenging a market she operates within… Lilidh’s ability to tap into a timely opportunity in her market, capitalise on it and fundamentally bring joy to people is why she is our winner. An entrepreneur who champions climate sustainability through joy is a wonderful thing.

Tuesday 2nd March 2021

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Angel News

“Finding Roots, a ‘micro-garden’ subscription service for those living in built up urban areas has been crowned the winner of a nationwide competition to find the country’s best entrepreneurial pitch.

Thursday 25th February 2021

Business Money

Julie Baker, head of enterprise, climate engagement and partnerships, NatWest said:

“It was an extremely tough decision, but we chose Lilidh and her business Finding Roots because we felt that her clear and compelling pitch, combined with a sustainable business agenda, makes for a formidable proposition for investors and customers alike.”

Wednesday 24th February 2021

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FinTech Finance

“NatWest names micro-gardening entrepreneur UK’s best pitch

Wednesday 24th February 2021

Horticulture Week

“Former Wyevale veg & herb plant buyer Lilidh Matthews is now running plant subscription business Finding Roots

Monday 11th January 2021

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Enterprise Nation

“The entrepreneur helping plant lovers find their roots

No Garden but love plants? Never fear. Finding Roots can help!

Friday 8th January 2021

Dougal Shaw BBC

“A lot of new companies focus on people’s new needs in lockdown. Gardening and connecting to nature, especially in cities, is one such area.” 

The #ceosecrets series about startups during the pandemic.

Tuesday 1st December 2020

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Oxford Foundry (OXFO) White Paper Featured in The Times

Contribution to the Oxford University’s Foundry of Entrepreneurship White Paper, written by Ana Bakshi (Executive Director of Oxford Foundry) and endorsed with a foreword by Reid Hoffman (Entrepreneur, Investor & Strategist) on why it’s vital government and the private sector help scale entrepreneurship centres across the UK. 

“Two Prince’s Trust ventures, [including] Finding Roots, founded by Lilidh Matthews, pitch in the All Innovate 2020 final. All Innovate is supported by Oxford Sciences Innovation (OSI).” 

Lilidh Matthews: ‘By investing more into entrepreneurship, you take a risk on leaders who may not have  otherwise had the opportunity, but have the potential to make the most impact in solving our country’s problems. By increasing resources across the country, entrepreneurs need dedicated spaces where they can connect with mentors, receive industry guidance, upskill across a range of business needs, build their team and receive the mental support necessary
to drive innovation forward, solve our problems and boost our economy.’ 

Feature in The Times “Starting a business is easier why you’re among friends

Monday 5th October 2020