Waste Not, Want Not: How Ros Heathcote Created a Broth Revolution
From kitchen experiments to creating a thriving brand, Ros’s journey with Borough Broth is all about turning passion into purpose. What began as a personal love for broth and a desire to reduce food waste has grown into a business that’s reshaping the way we think about nourishment. Ahead of her keynote at The Startup Summit on 21st May, Ros opens up about the reality of bootstrapping, breaking into retail and why staying true to your values is non-negotiable.
1. What inspired you to start Borough Broth?
Borough Broth started in my own kitchen. I’d been making broth for years at home, just because I loved it and how it made me feel. One day I was chatting with a butcher who told me how many organic bones were going to waste. It stuck with me. These amazing British ingredients were being thrown away. That’s when the idea sparked. I didn’t have a business plan or anything, just this sense that I could turn something that was being wasted into something nourishing and proper. That was the start.
2. You bootstrapped the business from your kitchen. What was that journey like in the early days?
It was full-on. I borrowed £6,000 from a friend, rented a tiny kitchen in East London, and started producing broth while still working full-time in IT. I partnered with a small catering company who helped with the cooking, labelling and deliveries. I’d send them a daily plan, then spend my evenings managing stock and mapping out sales. At weekends, I’d join them in the kitchen. I didn’t pay myself for two years, and I moved into a flatshare to keep things lean. When Selfridges came on board, that was a massive moment. It felt like the hard graft was starting to pay off. Those early days were intense, but they laid the foundations for everything that came after.
3. Borough Broth is known for its focus on British, organic ingredients. How important has that been to the brand’s DNA?
It’s been essential. From day one, I wanted to work with British farms and certified organic suppliers, not just because it made the product better, but because it felt right. We work with farms that focus on proper animal welfare and soil health. That care gives our broth its depth and integrity. It’s not just about flavour, it’s about doing things the right way. Becoming a B Corp didn’t change how we worked; it just confirmed what we were already doing.
4. Your growth over the past year has been phenomenal (+115%). What’s driven that momentum?
It’s a mix of timing and trust. More people are looking for real food, made with proper ingredients. There’s a shift happening; people are tired of ultra-processed everything. Our commitment to British, organic sourcing really resonates, but more than that, the product delivers. It tastes good and it feels good — and that’s what keeps people coming back. Our return customer rate is insanely high, which says a lot. If something’s genuinely nourishing, people come on the journey with you. Behind the scenes, we’ve also worked hard to build the right team and get the systems in place, so we’re not just growing fast, we’re growing well.
5. Borough Broth is now in major retailers and top indies. How did you approach those retail conversations, especially early on?
I started with emails, LinkedIn, sometimes Instagram if that’s where buyers were active. Time was precious, so I focused on what was scalable and worthwhile. One great retailer can boost a brand, but not if it costs you half a day you can’t afford to lose. Cold calling rarely works, and showing up uninvited isn’t how you win favour.
Planet Organic, for example, took nearly two years. We went through at least five rounds of packaging and shelf life improvements, and eventually moved from frozen to chilled before they were seriously interested. That kind of thing takes time, patience, and iteration.
Every buyer is different. You’ve got to understand their timing, ask what’s blocking a listing - is it price, packaging, messaging, use case? Take the feedback seriously, but only make changes if they make sense for the whole business. It’s easy to overcorrect for one buyer and lose sight of the bigger picture.
In the end, it’s about building relationships, staying consistent, and holding your ground when it matters.
6. As a female founder navigating manufacturing, retail and funding, what have been your biggest challenges?
There were definitely moments where I felt out of place, especially in manufacturing. I’ve been in meetings where people assumed I wasn’t the founder. You learn quickly to back yourself. It wasn’t always easy, but bootstrapping and being independent gave me the freedom to build the business the way I believed it should be even when I was repeatedly told it doesn’t work that way. Things are improving though, and there’s now a brilliant network of female founders helping each other through.
7. What’s one thing you wish you’d known when starting Borough Broth?
That building something sustainable takes time. I also wish I’d known that saying no is part of it too. Not every opportunity is the right one. And finally burning out is not impressive, you have to look after yourself and prioritise it. You can’t do good work if you’re always running on empty.
8. If someone’s on the fence about going all-in on their food idea, what would you say to them?
Start small. Make it. Sell it. See how it feels. Talk to people. Don’t worry about making it perfect, just start. And if it still excites you, even when it’s hard, then trust yourself and go for it. It won’t be a straight path, there’ll be setbacks and challenges, but if it matters to you, that’s what will keep you going.