After all, the category is essentially dominated by one major player. Jenny costa, 32, started rubies in the rubble in 2012 fighting food waste with chutneys, ketchups and condiments created from her mothers recipes. With a degree in mathematics and a successful career in hedge funding, jenny dawson naturally has a head for numbers. Pure planet jenny from rubies in the rubble sustainable. We dont care if its too big, too ripe or just plain pearshaped. Jenny is the founder and ceo of rubies in the rubble, an organisation based in the uk, that is committed to the motto of finding flavour in flaw and abundance in waste. She called cafes and community centres in search of kitchens that were underused at evenings and weekends. Over 160m heinz bottles are sold annually and consumers guzzle down over 500t of the stuff every single day. She rescued produce from new covent garden market and started experimenting in the kitchen, determined to find a way to put these aesthetically imperfect but perfectly delicious ingredients to. Meet the founder of rubies in the rubble vevolution. Rubies in the rubble chutney the sight of decent but discarded veg at a market inspired jenny dawsons chutney business. Mar, 2014 sophie gorebrowne left and jenny dawson right in the rubies in the rubble kitchen. Set up in 2011, rubies in the rubble saves surplus fruit and vegetable produce from the rubbish heap by turning it into delicious jams, relishes.
Antonio olmos it is this unique branding position that is a driving force behind the companys. An ingenious london based startup with seriously ethical values, rubies in the rubble make a delicious range of condiments from ingredients that would otherwise be thrown away, often for being simply the wrong shape, size or colour. Claiming to make the tastiest chutneys in the nicest possible way, rubies in the rubble founder jenny dawson is as entrepreneurial as she is charmingly modest. Interview with jenny, founder of rubies in the rubble news. The more we sell, the more we can support farmers by creating a. This entrepreneurial chutney enthusiast is determined to prevent food going to waste, and heres how. Rubies in the rubble inspirational social enterprise just.
With a degree in mathematics and a successful career in hedge funding, jenny dawson naturally has a head for numbers but as she delved into the realm. London, england, united kingdom industries farming, food and beverage, food processing founded date 2012 founders jenny costa operating status active funding status seed last funding type seed number of employees 110. Here at serious food we are seriously impressed with our latest food hero supplier rubies in the rubble. Aug 30, 2015 rubies in the rubble, the company that makes chutneys from surplus fruit and vegetables, is looking for. Jan 11, 20 bbc news with rubies in the rubble reporting on food waste 10jan. Working out of a portacabin in spitalfields market back in 2010, little did jenny dawson costa know that rubies in the rubble would soon become one of the crown jewels in londons growing movement fighting food waste. Feb 18, 2012 jenny dawson and sophie gore browne, founders of rubies in the rubble talk about their chutneymaking venture that makes edible products from surplus fruit and veg while aiming to provide work to. Rubies in the rubble make gourmet condiments with a conscience. Jenny from rubies in the rubble sustainable new years resolutions. Bbc news with rubies in the rubble reporting on food waste 10jan.
I also asked hotels and cafes to donate jam jars, and for the labels we used cutoff material from fashion houses so that everything was recycled, she says. Jenny costa, rubies in the rubble purpose magazine. Rubies in the rubble have a range of awardwinning relishes, ketchups and mayos stocked in supermarkets and delis across the uk. I loved chatting to jenny about rubies in the rubble and hearing how her team are disrupting the food industry with their amazing products. Rubies in the rubble turning disregarded fruits and. Rubies in the rubble is a sustainable brand ive been fond of for a while. Jenny dawson and sophie gore browne, founders of rubies in the rubble talk about their chutneymaking venture that makes edible products from.
Mar 26, 2020 jenny is the founder and ceo of rubies in the rubble, an organisation based in the uk, that is committed to the motto of finding flavour in flaw and abundance in waste. Rubies in the rubble is different because all ingredients used just have to pass a taste test not a beauty contest. Thanks to our loyal fans, weve gone from concocting recipes in our home kitchens, to seling in some of the uks leading retailers. As a child in rural scotland, jenny grew up in an environment where excess crop was resourcefully turned into chutneys and jams to avoid waste. Rubies in the rubble is a sustainable food brand, making high quality relishes and jams out of surplus supplies. This is our 2nd column in the grocer, which will be published every 4 weeks sharing. We caught up with founder jenny costa to find out more about this unique company. Yesterdays leftovers, tomorrows chutney life and style. Rubies in the rubble founder jenny costa has been wanting to make a ketchup for years, but admits that it was an intimidating prospect. Rubies in the rubble, founded eight years ago by jenny costa, 34, uses discarded fruit and vegetables to make products such as plantbased mayo and banana ketchup.
We work with farms and collect the fresh fruit and vegetables that would otherwise go to waste due to aesthetic imperfections or imbalances in the supply chain. December 31, 2019 its time to get ready for a new year and a new decade. Whether its too big, too ripe for supermarket shelves, or just plain pearshaped, any fresh and tasty produce can be used for rubies delicious creations. Dec 02, 2018 rubies in the rubble make gourmet condiments with a conscience. Splash of cash for jenny costas ketchup startup rubies in.
The inspirational business idea came about around december 2010 when jenny used to visit spitalfields fruit and veg market in east london. Having grown up on a sustainable farm in scotland jenny already had the knowledge she needed to launch her awardwinning range of sustainably sourced condiments. We then turn them into delicious condiments with our unique recipes, simmering and blending until perfection. To put it simply, rubies in the rubble make condiments with a conscience. Jenny costa started rubies in the rubble in her kitchen, making chutneys and relishes from her mothers recipes. Jenny costa of rubies in the rubble has a few suggestions. Rubies in the rubble makes delicious, premium products from fruit and vegetables that would otherwise be discarded, due to failed aesthetic criteria or supply and demand imbalances. Rubies in the rubble is a sustainable food brand committed to making food for the future. They save surplus produce and turn it into a range of high quality relishes and jams. May 22, 2016 as awareness of food waste increases, so too do rubies in the rubble customers, as well as other entrepreneurial groups following in jennys footsteps with juices, snacks and compotes. We interviewed founder jenny costa to find out more. An interview with founder jenny costa author bethany posted on march 27, 2019 march 27, 2019 leave a comment rubies in the rubble are our second sponsor for the aprilmay issue of seedling magazine.
Rubies in the rubble founder jenny dawson was inspired to start a sustainable food business after a visit to new covent garden fruit and vegetable market alerted her to the amount of food thrown away for being the wrong shape or size. Feb 01, 2015 dawsons premium food brand rubies in the rubble was born in 2011. Antonio olmos it is this unique branding position that. The biggest piece of advice i was given when i started rubies, jenny says in her diplomat video, was to go for it fullheartedly. Fastforward eight years and rubies in the rubble is one of the pioneering voices in food sustainability, with an awardwinning range of ketchups, mayos and relishes, stocked nationwide. Sep 09, 2014 picture courtesy of rubies in the rubble. In 2012, she decided to take the idea from side hustle to centre stage. Ive even had the chance to interview the founder, jenny costa, in my behind the biz series. Mar 11, 2012 at rubies in the rubble, our aim is to make the tastiest chutney and fruitiest jams, in the nicest possible way. Feb 19, 2018 jenny costa, founder of rubies in the rubble set up in 2011, rubies in the rubble saves surplus fruit and vegetable produce from the rubbish heap by turning it into delicious jams, relishes. I launched rubies in the rubble in 2011 after visiting londons new covent garden market and noticing that the huge quantities of perfectly edible, beautiful quality, fruit and vegetables from all over the world were being thrown away if not sold.
With her recycled relishes, jams and chutneys, jenny costa has built a sustainable brand in sold in stores across the country. Introducing jenny costa, founder of rubies in the rubble and. What sets this business apart from the crowd is that their products are made from surplus ingredients, that would otherwise go to waste. Currently, rubies in the rubble sells a small range of chutneys at borough market and selected delis around london. Her company has been chosen as one of 2016s everline future 50.
And jennys advice to fellow entrepreneurs on growing a team, building a successful culture and her approach to work life balance. Mar 03, 2016 rubies in the rubble founder jenny dawson was inspired to start a sustainable food business after a visit to new covent garden fruit and vegetable market alerted her to the amount of food thrown away for being the wrong shape or size. Rubies in the rubble founder, jenny, started reading about the problem of food waste after seeing the amount of discarded produce at fruit and veg markets across london. Our purpose is built on championing sustainability, and due to the quality of our products, we have built a loyal and. The inspirational business idea came about around december 2010 when jenny used to visit spitalfields fruit and veg market in. Well these were just a few of the motivators for jenny costa when she founded rubies in the rubble in 2012. With pioneering products and a business plan built on foodie passion, jenny has successfully transformed her business into one of the leading firms salvaging produce that. After graduating with an ma in mathematics and economics, jenny worked at odey asset management in london before founding the sustainable food. The story of rubies in the rubble narrated by jenny dawson with the help of local kitchens, rubies in the rubble started making chutney in 2010 and selling it in farmers markets. Dawsons premium food brand rubies in the rubble was born in 2011. The idea for rubies in the rubble came after a very early morning visit to a wholesale fruit and veg market on my bike, one frosty day in november 2010. Jenny dawson, founder of rubies in the rubble, shares her. Rubies in the rubble has been rescuing fruit in a pickle since 2011. We think shes a glowgetter because she began her upcycling fruit and veg waste business with nothing apart from a.
At rubies in the rubble, our aim is to make the tastiest chutney and fruitiest jams, in the nicest possible way. Jenny dawson ceo of rubies in the rubble, uk interview by thai social enterprise office tseo asian social impact forum 4 march 2014 thai social. Jenny costa, founder of rubies in the rubble set up in 2011, rubies in the rubble saves surplus fruit and vegetable produce from the rubbish heap by turning it into delicious jams, relishes. We believe that what you put into life, is what you get out. As awareness of food waste increases, so too do rubies in the rubble customers, as well as other entrepreneurial groups following in jennys footsteps with juices, snacks and compotes. Rubies in the rubble is the uks leading anti food waste brand and a publicly acclaimed, awardwinning, sustainable food brand.
Rubies in the rubble how to combat food waste douglas. The more we sell, the more we can support farmers by creating a market for their produceand we can be more inventive. Rubies in the rubble makes delicious, premium products from fruit and vegetables that would otherwise be discarded, due to failed aesthetic criteria or. Buy rubiesintherubble produce and get it delivered to your. Our purpose is built on championing sustainability, and due to the quality of our products, we have built a loyal and authentic fan base of retailers, restaurants and food lovers. They work directly with uk farmers to source fresh fruit and veg from surplus produce. The idea for rubies in the rubble came after visiting a wholesale fruit and veg market on my bike very early one frosty november morning in 2010. As a child in rural scotland, jenny grew up in an environment where excess crop was resourcefully turned into. Early this year jenny dawson bagged the veuve clicquot new generation award for entrepreneurship for the success of rubies in the rubble the social enterprise she founded.
Jenny dawson costas company rubies in the rubble has been turning surplus food into highend chutneys and relishes since 2011, using fruit and vegetables usually thrown away before they reach supermarket shelves. Jenny costa founded rubies in the rubble in 2011 after being shocked by the amount of fruit and veg that is rejected because it doesnt look perfect. Jenny dawson is tackling global food waste in the tastiest way possible with her scrumptious social enterprise, rubies in the rubble. The idea for rubies in the rubble came after visiting a wholesale fruit and veg market on. Read about how rubies in the rubble is adapting to a new routine in jenny costas latest column in the grocer.
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