Rebel supermarket brand that puts people and the planet first

Ruth Anslow was a pioneer of social enterprise businesses twelve years ago when, together with her sister, Amy Denro, she embarked on a remarkable journey – launching a rebel supermarket brand that puts people and the planet first.

Joined by Jack Simmonds in the year of its launch, HISBE (How It Should Be) is a beacon of light for a growing number of consumers who want local, seasonal food and packaging free options from a retailer and producers committed to ethical practices. With stores in Brighton and Worthing, HISBE is an award-winning business that is not afraid to put its people, sustainability and animal welfare before profit. The concept has been remarkably successful, with many other brands now following its example.

We spoke to Ruth about being a woman running a purpose-led enterprise and discussed how International Women’s Day can be a launchpad for women with new ideas.

You are a recognised leader in purpose-led businesses, what are you doing to inspire others to follow the same path?

Through our Bootcamp scheme, I mentor and help other food businesses. I also support social enterprises through business clubs, including Coast To Capital, the Small Business Charter, Power To Change and the Impact Hub. I also founded The Good Business Club with my friend, Sara Osterholzer, to help purpose-led entrepreneurs connect, work and learn together. It’s close to my heart. I know it is difficult to run a business at the best of times, but purpose-led businesses have unique challenges. We’ve seen that collaboration is key to creating a lasting impact. The Club happens to have a lot of female members from a very broad range of sectors. We support those with businesses that have sustainability goals. What unites our members is that they are in business for more than just money. They want to make a contribution to society and the environment. I mostly support food shops and food brands, because I’ve already made the mistakes they are going to make. We talk about staffing, finances, getting customers and all the personal stuff like self-belief, confidence and burnout. 

What has been your biggest achievement so far?

Getting the first HISBE shop open. In the beginning it was just myself and my sister in a flat in Brighton with an idea. It took three years to get that idea off the ground and there were a lot of people around us at that time telling us we wouldn’t do it. It was a wonderful day. Brighton MP Caroline Lucas cut the ribbon. We had created a following before the shop opened and a lot of people turned up to support us. Many of them had participated in our crowdfunding scheme – we raised £30,000 through that channel – and they had money-off vouchers to spend. People just wanted to come in and see lovely locally-made food and our other sustainably sourced products. It had been a hard journey, but that day I was elated. We got a lot of press and it felt like an enormous achievement.

What would you say to another woman thinking of starting a business?

The best time to start is before you are ready. Most people put it off, wanting everything to be perfect. I would encourage them not to wait; talk about it with as many people as possible and explain what your vision is. Get help from like-minded people who have done something similar. It’s all about having faith in your idea and taking that leap. For me, the idea for a business was based on a burning concern about food and the need to challenge “how it is”. Why are we flying food all over the world when local, seasonal options are available – especially when you consider the cost and environmental damage of using gas and oil? I was concerned there was a lack of transparency on things like food waste, slave labour and climate change. Our brand supports many local producers, who all have great back stories, and for some of them HISBE kept them going during the pandemic.

How do you see the future for social enterprises?

I see growth. Businesses have to go this way. There are now over 100,000 social enterprises in the UK. They contribute £60 billion to UK GDP and employee over 2 million people. I see social enterprises as the future of business – big business. It is about putting sustainable development goals at the heart of the economy – and women are at the forefront of the movement. 47% of social enterprises are led by women and 83% of leadership teams include a woman. This is far higher than other forms of business – only 6% of FTSE100 companies have female CEOs and only 18% of SMEs are 50%+ owned by a woman.

Was Brighton the best place to launch HISBE?

We looked at Brighton and we looked at Bristol. There were several places where we could have started; places where there was food activism and ethical concerns about food. But, we said: ‘If it doesn’t work in Brighton, it is not going to work at all.’ And, for us, it really was the best place to launch. 

What does International Women’s Day mean to you?

International Women’s Day showcases what women can do – all their great work and achievements. It is inspirational because it shows other women that they can be successful too.