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Rubies in the Rubble

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Award-winning condiments made from wonky and surplus ingredients. Welcome to the food waste revolution!

112%
 - 
Funded 9 Jun 2023
£500,002 target
£564,777 from 316 investors
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Business overview

Location Dorchester, United Kingdom
Social media
Website rubiesintherubble.com
Sectors Food & Beverage Mixed Digital/Non-Digital Mixed B2B/B2C
Company number 07931505
Incorporation date 1 Feb 2012
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Investment summary

Type Equity
Valuation (pre-money) £6M
Equity offered 8.63%
Tax relief

EIS

Co investor Pembroke VCT

Pembroke is a venture capital trust focusing on growth stage companies in the design, education, food, beverage & hospitality, wellness, digital services and media sectors.

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Business highlights

  • We're a pioneering FOOD WASTE FIGHTING brand in the UK
  • We're one of the FASTEST GROWING ketchups in the category*
  • We've so many Great Taste Awards - we're a GREAT TASTE PRODUCER
  • We're LISTED in over 1000 sites nationwide
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Key features

  • Secondary Market
  • Nominee investment min. £11.40 +
  • Direct investment min. £50,000.00 +

Idea

Introduction

Hi, we're Rubies in the Rubble - a sustainable brand dedicated to doing Gooder.

We believe in food that isn't just good for you but also good for our planet.
We call this our pursuit for Gooder.

Gooder for your plate,
Gooder for you
and Gooder for our planet

So, knowing that food production is the single largest contributor to climate change and we are wasting 1/3 of it - We made it our MISSION to change it!

Our award winning condiments are packed with delicious ingredients that would otherwise go to waste, often simply for being the wrong shape, size or colour – meaning less waste, more taste.

Having built a trusted brand and grown our distribution in Waitrose, Ocado, Coop, Marriott, The Pig and many others, we've already saved over 720 tonnes of fruit & veg from going to waste!
But this barely scratches the surface of the problem.

The condiment market is over £100 billion globally and whilst millions of tonnes of food are wasted each year - we have our work cut out...

We are hitting the mainstream and we need your help to get Gooder Sauce on every plate.

*based on Ocado sales data from 2022

Substantial accomplishments to date

Since Rubies began we have been focused on inspiring people to celebrate food through our award winning range - transforming a meal & act as a little reminder to value all you have.

Here are a few great milestones from along the way!

And a few awards to celebrate our innovations and acheivements..

AWARDS
So many Great Taste Awards we were awarded The Great Taste Producer Award
Food Matters Live Innovation WINNER
Causal Dinning show Innovation WINNER
Global Shaper – World Economic Forum (attending Davos to speak on Food Waste Panel)
Everline Future Business Award 2016.
Food Star 2015
Investec Food and Drink Award Entrepreneur, 2014
Veuve Clicquot New Generation Business Women Award 2014
Marie Claire “Women at the Top 2014’
Good Housekeeping Food Hero Award 2013
Winner of Ben and Jerry’s Sustainable Business Award Join our Core Campaign 2012

Monetisation strategy

The ketchup market is over £430M in the UK alone.

We aim to take 3% of the UK ketchup market in the next 3 years as well as exploring opportunities for an expansion into overseas markets.

In the UK, 97% of the ketchup market is in squeezy formats therefore we have created a NEW, 100% recycled & recyclable squeezy to compete with the mainstream market.

We have already seen double the rate of sales in ketchup from switching from glass to squeezy formats* and our mayo range (plain, garlic and chilli) will join in squeezy format this summer too.

We are focused on winning in both the off and on-trade market and have developed a range of formats to service all needs including front of house pumps for canteens, table top refill bottles, ramekins and back of house bulk.

*based on Ocado sales data taken between August 2021 and August 2022

Today, we have a multi-channel distribution strategy focusing on:

- Major + Independent Retailers
- Food Service (including restaurants, contract catering, cafes, pub groups)
- Food Box Delivery Services
- Wholesale Distributors

Our existing range of ketchup and mayos continue to grow year on year. We expect continued growth in 2023 having just won a listing with a large retailer & distributors including Bidfood and Brakes.

Use of proceeds

It is an incredibly exciting time to get involved in Rubies in the Rubble and join us in the fight against food waste.
We have established our brand, built an amazing team and developed a range of branded formats to win in multiple categories - giving us a fantastic platform for growth.

The proceeds from this raise will be used to accelerate our sales and marketing reach through:

• Sale activation & trail: We have a strong repeat purchase rate with current customers therefore our focus is on trial and raising brand awareness.

• People: We have a lot of interest for our products therefore we need to grow our sales team to reach more sites.

• Brand awareness: People that hear about our brand, fall in love with it.
We need to reach more people and convert them to the Gooder sauce.

We have the brand, we have the product, we have the team.
We now just need you to back us for the next stage!

Together we can make change.
Join us in getting Gooder sauce everywhere!

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If you successfully purchase a share lot of this business, you will be granted access.

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Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Investing involves risks, including loss of capital, illiquidity, lack of dividends and dilution, and should be done only as part of a diversified portfolio. Please read the Risk Warnings before investing. Investments should only be made by investors who understand these risks. Tax treatment depends on individual circumstances and is subject to change in future.

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Tax Relief (SEIS)

This business is eligible for SEIS relief - providing qualifying investors with income tax relief of 50% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Tax Relief (EIS)

This business is eligible for EIS relief - providing qualifying investors with income tax relief of 30% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Valuation (pre-money)

Valuation rounded from £5,976,585

This is the fully-diluted pre-money valuation of the business (i.e. before the new investment comes in and including issued options and other equity interests). In contrast, the post-money valuation is based on inclusion of the new investment in the value.

It is calculated as the pre-money valuation plus the amount of new investment. e.g. If Company A is ascribed a pre-money valuation of £1,200,000 by prospective investors investing £300,000, its post-money valuation is £1,500,000.

The investee business is responsible for setting its own valuation, it has not been prescribed by Seedrs.

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Custodian

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Secondary market

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Direct investment

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Payment options

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Business Involvement

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Payment options

We are not able to accept Pay by Bank payments for investments into this sector. You can pay for your investment with a card payment, by creating a bank transfer or by using funds in your investment account. Your investment will only be completed once the funds have reached our account.

Drawdowns

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Security Token

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