Think twice before you throw out your leftovers , those scraps could form the basis of a spiced apple chutney or a luscious raspberry jam . London-based company , Rubies in the Rubble , concoct luxury preserves out of food destined for the garbage can . Founder , Jenny Dawson , made her first batch of chutney out of leftovers in 2010 and since then the brand has flown off the shelves in high-end outlets such as Fortnum & Mason , Harvey Nichols and Selfridges . But how do you transform food waste into an in-demand product ? CNN : What inspired you to start the project ? Jenny Dawson : I was researching food waste in 2010 and realized the scale of it , the implications both financially and environmentally . I wanted to do something about it . With my own eyes , I saw mountains of mangoes coming in from Kenya which looked perfect to me but for some reason they were being thrown away . It evoked a reaction in me . I thought there must be something I can do with this - I want to make a brand that champion-s things that others overlook . CNN : What inspired to you to turn this project into a business ? JD : People were saying why do n't you become a charity ? But I was really passionate about becoming a business that solved social problems . We live in a capitalist society where businesses take change and I was hoping we could be an example of a business that really made a social impact throughout our supply chain . CNN : How has the response been so far ? JD : There 's been an amazing response to our product , people really get behind it . In general , the supermarkets as well as the UK government have really gone behind it - people talk about it now and are trying to address this . People are really aware of it ... they want to change and become responsible for what they 're consuming . WATCH : Funding 80 start-ups at once . READ MORE : Groceries sent right to the trunk of your car . READ MORE : 7 insider tips from the new startup cities .
Rubies in the Rubble is a luxury preserve brand that turns food waste into delicious chutneys and jams . The company was founded by two sisters who grew up on an organic farm in New York state. The business now sells a selection of preserves through high-end outlets such as Selfridges and Harvey Nichols .