Pakistani startup SheKab has been selected as one of 12 startups to join the Norway-based Katapult Accelerator. Some of the other startups selected for Katapult this year include Sensewaves from France, OTTAA from Argentina, Needslist and ImpactMapper from the USA, and CodersTrust from Bangladesh.

When Jenny Dawson Costa began selling chutneys made from waste food she didn’t always get a positive response from fussy Borough Market customers. “At the beginning we’d tell people our products are made from fruit and veg that would otherwise go to waste and you could see them going ‘eurgh’,” she says. But banish any thoughts of rummaging through the bins. Dawson Costa’s company Rubies in the Rubble has been turning surplus food into high-end chutneys and relishes since 2011, using fruit and vegetables usually thrown away before they reach supermarket shelves.

Jenny Costa,Co-founder, Rubies in the Rubble, on selling burgers, ‘reading’ the FT and being like a rabbit

Jenny's Rubies in the Rubble cocktail uses her ketchups in an innovate way, created as part of the Diplomats of a New Era campaign with Diplomático

Set up in 2011, Rubies in the Rubble saves surplus fruit and vegetable produce from the rubbish heap by turning it into delicious jams, relishes, chutneys, ketchups and other condiments. It’s a smart, commercial solution to a growing food waste problem that big industry players are struggling to fix.