Rubies in the Rubble Launches £500k Crowdfunding Campaign

Rubies in the Rubble, a UK condiment producer known for their sustainable practices and multiple awards, has initiated a crowdfunding campaign to raise £500,000. The London-based company creates its products by using surplus food from Borough Market.

Having already managed to attract big-name retailers and restaurants as their stockists, now, the company is looking for and inviting investors to join its sustainable food brand and aid in its business expansion.

Rubies: How did they start and what do they do?

Founded by Jenny Costa in 2012, Rubies in the Rubble is dedicated to reducing food waste, and has been for over a decade. It may come as a surprise to know that food waste is a major cause of global warming, contributing to 8% of greenhouse gases.

To contribute towards the fight against food waste, this company finds special and delicious ingredients that are often rejected and left over by marketers and shoppers because of their irregular appearance. 

These can be anything from “pear-shaped pears” to “curly cucumbers”, and rather than allowing them to go to waste, Rubies transform these ingredients into tasty condiments for all to enjoy.

In the past, Rubies products have won multiple esteemed awards, such as Great Taste awards, and are currently available at various locations including Waitrose, Tesco, Ocado, Morrisons, The Pig, and Marriott Hotels

Though, its aim now is to further expand its reach to additional retailers and foodservice operators, with the new crowdfunding campaign.

Prioritising sustainability

Rubies in the Rubble proudly prioritises sustainability in its business practices. 

The company specifically uses squeezy bottles that are 100 percent recycled and 100 percent reusable for their primary and most popular products, which are ketchup and mayonnaise.

By sourcing its ingredients from surplus food, Rubies not only helps to reduce food waste but also supports local farmers and reduces the impact of food transportation on the environment.

What is the goal of the crowdfunding campaign?

The new crowdfunding campaign aims to take Rubies in the Rubble’s sustainable mission and award-winning products overseas, with the intention to use the investments to grow its existing sales channels and introduce its products into new markets.

By investing in the business, investors can show support for a cause they believe in and become part of a sustainable food company that’s making a difference in the industry. It should be an exciting opportunity for those who get involved.


With its crowdfund campaign, Rubies in the Rubble seeks to expand its mission of tackling food waste and reducing negative environmental impacts, but on a larger scale. If successful, the campaign may help revolutionise how the world views surplus food and make it easier for consumers to purchase products that are sustainable and ethically sourced.

By choosing to invest, individuals can help Rubies expand internationally, ultimately broadening their reach. Also it will help in continuing to tackle the issue of food waste by offering a contribution to a more sustainable food future, while additionally being able to benefit from a potential financial return, making this campaign a win-win for all involved.

It will be interesting to see how this venture pans out and the kind of impact it will have, but whatever happens, it is clear that Rubies in the Rubble has come a long way from its humble beginnings, and thanks to its sustainability practices and innovative approach to reducing food waste, everyone can only hope for more success in the future.

News Credits: Rubies in the Rubble launches £500k crowdfunding campaign

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