From Wiki:
According to an ancient legend, in ancient times the Turks captured this town and wanted to taste a local delight - borst. One Ukrainian agreed to prepare lunch for the invaders, but the dish with something (possibly using non-chalical pork) did not come to the taste of the captain, who began to crush the woman. He screamed until the Ukrainian got angry and struck him on the head with a pumpkin, and then drowned the offender in the borst. Therefore, the town was named in honor of the dish that caused the death of the unnourished enemy.

Probably since then, the men and loved the borst.