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

Over 1/3 of All Produce never reaches our pates
trash

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.

READ MORE ABOUT FOOD WASTE

Preserving the planet

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

A dash of Experimentation
Experimentation

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

Rubies in the rubble hit the shelves