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Food for thought: turning rubble into rubies – Jenny Costa, Founder, Rubies in the Rubble

About This Episode

Jenny Costa is the founder and CEO of Rubies in the Rubble, the food business that sees wonder where others see waste. Since launching in 2012, Rubies in the Rubble with Jenny at the helm has become one of the pioneering voices in food sustainability, with an award-winning range of “gooder” condiments created from products that would otherwise go to waste.

With a brand that is now stocked nationwide, in just a decade the company has saved more than 350,000 individual pieces of fruit and vegetables from the bin, taking food diamonds in the rough and turning them from rubble into rubies.

Jenny Costa, Founder, Rubies in the Rubble

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Lockdown List

What is a book that has changed your life?

Waste by Tristram Stuart

What are you watching at the moment?

Ted Lasso – so heartwarming and funny. Never judge a book by its cover.

Who is your biggest inspiration?

In work – Paul Polman. Making change from within and being brave to go against those around him.

In one sentence, describe your ‘new normal’.

A better balanced me.


What is your best tip for life?

Listen to your gut. The best decisions you will make in life are not made on facts.

A quote for life?

Don’t hold on to things too tightly.

What five tracks made up your current soundtrack?

  • There will be time – Mumford & Sons & Baaba Maal
  • Gamble for a Rose – King Charles
  • Alaska – Maggie Rodgers
  • If I should fall behind – Dusty Springsteen
  • Guiding Light – Mumford & Sons

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