Creating a new type of supermarket, powered by local people and a social enterprise business model.

HISBE, 'How It Should Be' is an innovative supermarket, powered by local people and community spirit. A social enterprise, it helps people understand the impact of their food choices and encourages them to buy from its dispenser range of unpackaged products, saving over 15,000 pieces of packaging every month. The company is on a mission to provide healthier and more ethical options for consumers, give suppliers a fair price for quality products, and make sustainable shopping more affordable. The HISBE Pilot Store has been trading for five years, turns over EURO5.5 million, serves 4,000 customers a week, and supports over 90 local suppliers. The founders are working on a resilient chain of 10 local stores in Sussex to help scale-up their suppliers and make good food more accessible for 30,000 local people.


Responsible Production Employment Hunger

Brighton, England, United Kingdom


Amy Denro

Amy Denro (Founder at HISBE Food) has been an Unreasonable Fellow since November 2018 and most recently participated in Unreasonable Impact UK & Europe 2018.

Unreasonable Impact UK & Europe 2018

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