A month-long open sandwich pop-up has opened in Selfridges Food Hall on Oxford Street, London, in conjunction with London Food Month. Gourmet condiment brand Rubies in the Rubble has unveiled the Surplus pop-up, where everything on the menu will be sourced with a story – it is rescued from surplus, plentifully in season or it uses a normally overlooked ingredient.
'We are so excited to be hosting our pop-up at Selfridges for London Food Month. Highlighting our range of condiments that are on sale in store, the pop-up pairs each condiment with a special, resourcefully sourced meal,' says Jenny Costa, founder of Rubies in the Rubble.
Edward Goodman, Selfridges director of Food Buying and Merchandising, adds: 'We are strong advocators of sustainability, whether through buying better in our fashion department, we champion ideas such as this one and look forward to inviting our customers to try something unique and delicious.'
What Rubies in the Rubble hopes to impart onto its customers is their belief that all good food should be cherished – a third of food produced worldwide goes to waste. The company works directly with UK farmers to source fresh fruit and vegetables from surplus produce.