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Rubies in the rubble


FOOD IS A VALUABLE RESOURCE AND YET IN THE UK AROUND 15MILLION TONNES IS THROWN AWAY EVERY YEAR – JENNY COSTA, FOUNDER OF RUBIES IN THE RUBBLE IS ON A MISSION TO HELP TACKLE THIS VERY IMPORTANT ISSUE.


WHAT INSPIRED YOU TO LEAVE YOUR ROLE AT A HEDGE FUND AND


START UP RUBIES IN THE RUBBLE? l 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. I fell in love with the market - such a diverse range of people living by night and sleeping by day; a world of farmers, wholesalers, restaurant owners and market sellers trading anything from durians to brussel sprouts. But just along from the bustle of the traders were the piles of unwanted fruit and veg- mange tout from Kenya, mangos from the Philippines, tomatoes from Turkey, cranberries from California which bypassed the bustle of traders and headed straight for the bin! What really saddened me was that much of these, though potentially with a


32 The Delicatessen Magazine


short shelf life, were perfectly edible! It got me thinking about the impossibility of matching supply and demand when you have unpredictable weather, unpredictable humans and supermarkets that aim to provide everything in plentiful piles throughout the year. I then buried myself in researching


food waste and realizing its scale and implications – both environmentally and financially. However, it was a simple fact that


compelled me to act: we are wasting 1/3 of all the food we produce, whilst 1bn go to bed hungry. This is not sustainable and I felt there must be improvements to be made to improve the current system. I wanted to make a brand that raised awareness and made use of perfectly good but otherwise discarded produce. And there it was. My part to play in the solution. A premium food brand making delicious products from fruit and vegetables that would otherwise be discarded.


TELL US MORE ABOUT YOUR MISSION: TO SERVE, TO PRESERVE


AND TO SAVE. l One third of all food produced globally is currently being wasted. Not only does this 1.3 billion tonnes of food waste have a financial and large carbon footprint but we are also chopping down forests and using up valuable resources to produce it.


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