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Pioneers of the anti-food waste movement, Rubies in the Rubble, has launched a £500k crowdfunding campaign to take its condiments made from surplus ingredients to the next stage, offering investors the chance to be part of a leading UK sustainable food brand.

  • Expanding reach across the UK, backed by leading retailers and restaurants including Waitrose, Tesco, Ocado, Slug & Lettuce and The Pig amongst others.
  • Accelerating strategy to increase share in the £430m UK ketchup market to circa 3% over a three-year period.
  • Focused on becoming the sustainable alternative to mainstream condiments and making food waste history.
  • Plans to expand internationally.

Founder, Jenny Costa, said: “I started Rubies in the Rubble in 2012 using surplus from Borough Market, after realising that a third of all food produce is wasted, contributing to 8% of our greenhouse gases. Ten years and 730 tonnes of fruit and veg later, we are proud of the impact our products have made in tackling the UK’s food waste problem.

“However, with over seven million tonnes of food intended for consumer consumption going to waste each year, we’ve still got a job to do in raising awareness and rescuing perfectly good produce that can be turned into tasty condiments. The good news is that our nation’s awareness of food waste is on the rise, with nine in 10 millennials saying they would switch to a brand associated with a cause and 44% of UK consumers thinking more about the environmental impact of their food and drink compared to five years ago.

“With this background and having proven that a business can be both sustainable and successful, we are inviting investors to join our thriving, sustainable food brand as we look to take Rubies to the next level and become part of the change we all want to see in the world.”

Rubies makes award-winning condiments by using rejected ingredients that would otherwise go to waste, such as a pear-shaped pear or curly cucumber that may not fit in regular supermarket packaging and get rejected before leaving the farm. Since its inception, the business has won several ‘Great Taste’ awards, expanded its gluten/nut free, vegan/vegetarian friendly product range, and developed sales channels across the UK to include major retailers and restaurants such as Waitrose, Tesco, Ocado, Morrisons, The Pig and Marriott Hotels.

With sustainability at its core, the company uses 100% recycled and 100% recyclable squeezy bottles for its key products, ketchup and mayonnaise, and multiple formats to take on the restaurant and on-the-go market – focusing on expanding its reach within the UK’s £430 million ketchup sector.

Rubies CEO, Nick Turner, said: “Raising £500k at a £6 million pre-money valuation ahead of a larger institutional raise in 2024 will enable us to accelerate our strategy, focused on increasing our share in the UK ketchup market to circa 3% over a three-year period – and building out new, exciting products that uphold our strict sustainability values. Furthermore, we also plan to expand internationally, which we see as a huge opportunity. This is an exciting period for Rubies, and we look forward to welcoming new investors on our journey.”