At Rubies in the Rubble, we’ve always believed the most powerful form of marketing isn’t flashy, expensive, or algorithm-led. It’s real people talking honestly about things they love. So when we spotted a recent mention on LinkedIn from Bryce Cunningham of Mossgiel Organic Farm – without a single prompt or paid ad in sight – it reminded us why we do what we do.
In a post calling out brands for greenwashing, Bryce shone a light on companies doing it right. Among them was us. He called Rubies “the best in class”, and, we’ll admit, we were chuffed. Not just because it’s a lovely thing to hear – it really is – but because it came from a place of trust. No ad budget. No influencer contract. Just someone who’s passionate about food and ethics saying we’re doing a good job.
This kind of recognition is gold dust for a purpose-led brand. In a world full of filters, bots and sponsored posts, there’s something refreshing about old-fashioned word of mouth. It’s people talking to people, based on experience – not incentives. It’s powerful and contagious.
When someone recommends Rubies, they’re sharing more than just a condiment tip. They’re backing our mission to fight food waste, to champion sustainability, and to shake up the status quo of sauce. Every jar of ketchup or sriracha saved from surplus fruit or veg isn’t just a product – it’s a story. And when someone shares that story, whether over a BBQ, in a sandwich review, or on a LinkedIn post, it spreads the ripple further.
We know paid media has its place. But honestly? We’d choose an honest shout-out over a billboard any day. Because trust can’t be bought, and neither can community.
So here’s to everyone who shares the love for the small brands doing things differently – whether it’s telling a friend about a brilliant hot sauce, tagging a sustainable bakery or posting about your favourite upcycled jam. These simple gestures might seem small, but they make a world of difference to independent brands putting their hearts into what they do.
Word of mouth keeps the good stuff going. Not just for Rubies, but for all the passionate people out there building better businesses, one product (or pickle) at a time.
Thank you. Let’s keep lifting each other up – and spreading the word, one bite at a time.
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