Consumer

Rubies in the Rubble

Rubies in the Rubble (Rubies) was founded by Jenny Costa in 2012 with the aim of becoming the go-to brand for sustainable condiments.

Date of investment
July 2019
Cost of investment
£1,300,000
% of ownership
15.7%
Latest valuation of Pembroke investment
£500,000

Rubies in the Rubble is a remarkable company born out of a founder’s realisation and concern about the wastage of perfectly edible produce. The founder was inspired during a visit to New Covent Garden Market, where she witnessed the staggering amounts of unsold fruits and vegetables being discarded. Motivated to address this issue, she decided to take action and find a way to give new life to these discarded ingredients.

In its mission to combat food waste, Rubies in the Rubble has achieved remarkable milestones. For example, the company has saved an impressive 231 tonnes of fruit and vegetables from being needlessly disposed of. This significant achievement highlights the substantial impact that a single enterprise can have in addressing the global issue of food waste.

To put their accomplishments into perspective, Rubies and the Rubble quantifies the impact of its products per 100kg basis. By selling this amount, they estimate that they save approximately 9,500 tomatoes, 2,200 onions, 460 bananas, 1,100 apples, 860 pears, and 701 cucumbers from going to waste. These numbers are staggering and underline the scale of food waste that can be mitigated through conscious and sustainable practices.

A third of the food we produce goes to waste, but it doesn’t have to be that way.
Jenny Costa, Founder at Rubies in the Rubble
231 tonnes
Amount of fruit + veg saved from being disposed of by Rubies

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