Interview: Rubies in the Rubble founder, Jenny Costa

Posted by Gary Simmons on

Rubies in the Rubble make delicious condiments from fruit and veg that would otherwise be discarded. They believe all good food should be cherished as a precious resource and are on a mission to raise awareness of the need to value our food supply.

We speak to Rubies in the Rubble founder, Jenny Costa about her inspiration, favourite products and plans for the brand over the next 12 months.

Jenny Costa - Rubies in the Rubble founder

Tell us about yourself and what inspired you to launch the brand?

I was brought up on a farm in a very sustainably minded family. I then did a masters in Mathematics and took a job in a hedge fund but I soon realised I didn't have much passion for finance. One day, I read an article on food waste and became fascinated. I had not realised the scale or implications of food waste and on discovering it, I knew I wanted to create a sustainable solution that would also raise awareness about the need to value our food supply better.

Launching your own brand is full of challenges - what lessons did you learn and what advice can you offer to anyone wanting to start their own business?

It takes a lot of energy, time and passion to start your own business. If possible, trial your idea on a small scale to see if there is a market / demand for what you want to do - before spending too much time and money planning how it will work. Get great people around you, talk to everyone you meet and go for it!

Who are your products designed for?

To transform your meal - adding a blast of flavour to any dish. All our products are packed full of fresh fruit and veg, 100% natural, gluten free and incredibly versatile.

Rubies in the Rubble

What makes you different from your competitors?

We source all our ingredients direct from the farm - fresh from the field - then process by hand and make in small batches. They are a modern take on chutneys and relishes - packed full of fresh fruit and veg, 100% natural, gluten free and incredibly versatile.

What’s your favourite flavour in your range and why?

Our Spicy Tomato Relish.. It was one of my first recipes and its still my favourite today - I have it with everything but my favourite is with avocados on toast or a poached egg. Im obsessed!

Rubies in the Rubble - Spicy Tomato Relish

Talk us through your typical day.

Our days are not really typical - they vary from visiting farmers, pack-houses and manufacturers to developing new products, refining current flavours and doing the boring bits like paying bills and booking couriers.

We’re all about healthy snacking - do you have any healthy lifestyle tips for our subscribers?

Eat natural and well with a big emphasis on plant based foods.

What are your plans for the brand over the next 12 months?

We have just created a new ketchup range this summer which we keen to get more and more people to try! As well, we are developing a new product range which should launch early next year - we are very excited about this one but I cant share any more.

Rubies in the Rubble - Piccalilli

Do you support any charity or community projects? If so, which ones and why?

Every year have our Limited Edition Christmas charity chutney which is always very popular. Last year we paired with Fortnum and Mason to sell our Pear, Fig & Port chutney in store with £1 from every jar going to CentrePoint - a London charity focused on supporting young people in hard times or homeless.

Where can our subscribers stock up on your products?

Our website, Ocado, Waitrose London stores, COOK and many independent delis across the country.

Find out more about Rubies in the Rubble on their website here:

Older Post Newer Post


Follow us on Instagram for inspiration, offers and giveaways!


Your Ethical Kitchen subscription will change lives

We donate 50p out of our profit from every box to fund community projects through our charity partners in the UK and overseas. We are currently supporting The Point Foundation, who help empower the lives of vulnerable children within Africa.

Our projects