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

HISBE stands for 'How It Should Be'. Founded in 2010 by sisters Amy and Ruth Anslow, it is an innovative type of supermarket, powered by local people, community spirit, and a social enterprise business model. By encouraging people to buy from their dispenser range of over 100 unpackaged products, HISBE and their customers save over 15,000 pieces of packaging every month. HISBE helps people understand the impact of their food choices. They're on a mission to provide healthier and more ethical options for consumers, give suppliers a fair price for quality products, and make ethical and sustainable shopping more affordable for more people. The HISBE Pilot Store has been trading for nearly five years. It has turned over EUROEURO5.5 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 Anslow

Amy Anslow (Founder & Director 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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