Former hedge fund employee Jenny Dawson, was inspired to create her business after reading an article on food waste. Every day one billion people go to bed hungry yet, worldwide, we discard one third of our food when an estimated 60% of which is avoidable.
After seeing the surplus first hand at London’s food markets, Jenny sought to create a business that turned it into something of value whilst simultaneously making consumers think. Rubies in the Rubble launched in 2012 and sells jams and chutneys made from fruit and vegetables that would otherwise be thrown away because of supply and demand imbalances or failed aesthetic standards.
In the early days Rubies in the Rubble sourced jam jars from restaurants and fabrics for the lids from fashion houses, it also engaged disadvantaged women to make the jams. Today it sells 1,500 jars weekly from 200 outlets including Ocado, Waitrose, Selfridges, Harvey Nichols and Fortnum & Mason, along with its Borough Market stall. Future launches include stewed fruit compots, soups and juices and there are hopes to partner with food sustainability charities and organisations.