Rubies in the Rubble

Rubies in the Rubble

Rubies in the Rubble founder, Jenny, started reading about the problem of food waste after seeing the amount of discarded produce at fruit and veg markets across London. Beautiful mangoes, cranberries & tomatoes all headed for landfill, often because they simply didn't look right.

Although much of the discarded produce is perfectly edible, much is thrown away due to aesthetic imperfections, over-forecasted demand or inefficiency in storing & distributing.

The scale of the problem of food waste got Jenny thinking about what could be done with all this surplus product. Surely there was a way of creating delicious, first-class product using excess produce?

Armed with some family recipes and car-bootful of rescued fruit and veg from New Covent Garden market, the experimentation in the kitchen began! It wasn't long before...

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