Business Technology

Rubies in the Rubble: The pioneering food brand reducing waste

2 min read

03 March 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. Her company has been chosen as one of 2016’s Everline Future 50.

Visit the complete 2015 Everline Future 50 list

Name: Rubies in the Rubble
Industry/sector: Food and drink
Date founded: 2012
Founders: Jenny Dawson
Location: London

Following a masters degree in maths and economics and a successful stint in asset management, Dawson moved into food.

Given that preserving is a traditional method of extending the shelf-life of fresh produce, she realised that chutney making was the ideal solution to this dilemma, and this inspired her first product, a Christmas chutney. Since then, the product range has expanded to include five different chutneys, including a London Piccalilli commissioned by Jamie Oliver.

Whilst we waste 1/3 of all food produced on our planet, Rubies in the Rubble is a brand dedicated to valuing our resources and getting the most out of what we have – taking fruit and vegetables that would otherwise have been discarded and making delicious tasting products. Rubies in the Rubble’s message is to treasure our resources and see all food as something precious & to be treasured; to be eaten and celebrated.

The brand has been showered with accolades including Good Housekeeping’s Food Hero certification and a Ben and Jerry’s Sustainable Business Award, while Dawson herself has been the recipient of a Veuve Clicquot New Generation Businesswoman prize. The Rubies in the Rubble founder has also been named an Investec Food and Drink Entrepreneur of the Year.

Dawson has also succeeded in getting Rubies in the Rubble onto the shelves of respected retailers including Waitrose, Whole Food and Fortnum & Mason – as well as into the hotdogs at Diner restaurant on Shaftsbury Avenue.

Building on this success, the founder of Rubies in the Rubble is now hoping to expand the range of products offered into other categories with the potential to benefit from previously unloved fruit and vegetables. 

And with many developed countries producing more than three times the amount of food the people living in them actually need, Dawson’s ethos is undoubtedly a game-changing one.

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