In this episode of Why Care?, host Nadia Nagamootoo speaks with Ryan Panchoo, the Founder of Borough 22, a pioneering doughnut brand built on the principles of inclusion, representation and authenticity. From his early days balancing family needs with business ambitions to breaking into iconic retailers like Selfridges, Ryan shares his inspiring journey of resilience and innovation. He discusses why designing for the minority is true inclusion, how visibility matters as a Black Founder, and his mission to redefine what’s possible in the food industry. With reflections on representation, expansion, and creating treats everyone can enjoy, Ryan’s story is both uplifting and thought-provoking.
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Guest Bio
Ryan Panchoo is the Founder of Borough 22, a pioneering free-from doughnut brand that has transformed the UK’s perception of gluten-free and vegan indulgence. Originally developed in his home kitchen for his children with multiple allergies, Ryan has built Borough 22 into a category-defining business that’s now stocked in Selfridges, ships nationwide, and appears regularly at high-profile pop-ups and festivals.
A self-taught baker turned entrepreneur, Ryan has consistently pushed boundaries in the free-from space, blending product innovation, brand storytelling, and strategic growth to carve out a loyal and ever-growing customer base. His leadership has seen Borough 22 featured in major media publications including Vogue, GQ, and The Guardian, whilst also attracting retail partnerships and expansion opportunities across the UK and beyond.
As a Black founder in the food and beverage space, Ryan is a vocal advocate for representation, inclusion, and building businesses with purpose. With a sharp eye for market trends and a deep connection to his brand’s mission, he continues to redefine what it means to be a challenger brand in today’s food landscape.
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