We’re in the final quarter of the year, and I’m sure I’m not alone in wondering how on earth we got here so quickly. With the festive season fast approaching, budgets to set, plans to sign off, and personal commitments stacking up, it’s easy to race through these last months without taking the time to end the year well — both with our team and our partners.
With that in mind, we held our annual strategy day a little earlier than usual this year, hoping to finish 2025 in a calmer, more intentional way. We reflected on the year so far, and how we can build on those learnings in our plans for the year ahead. But we also made space to think about how we’d like to close out the year – how to celebrate, connect and give back.
At Rubies, we believe businesses have a responsibility to support the communities and environment around them. And what better time than Christmas to turn that belief into action? It’s a season of plenty for many, but also a stark reminder that millions of people across the UK face food insecurity, while tonnes of perfectly good food is going to waste. It’s a broken system that needs more hands, more ideas and more businesses willing to step in and help.
This year, our festive focus is on exactly that – working with food waste and food redistribution networks to help get good food to people who need it most. For every bottle we sell in December, we will donate 10p to food waste charities and food banks and our team will be rolling up their sleeves to volunteer time and energy where it counts most – helping distribute that food to people across the nation.
We’re proud to play even a small part in helping support families living on the food poverty line. Because while millions of us tuck into Christmas dinner, one in five people in the UK are facing food insecurity - and at the same time, an estimated 4.2 million Christmas dinners are thrown away each year [Waste Mission]. That, to us, is more than just a bit wonky.
So, as you think about how to wrap up your own year, why not use this season to give back in a way that reflects your brand’s purpose – and brings your team together in the process? Let’s all do things a little Gooder this Christmas, and spread some extra cheer – for people, for the planet, and for one another.
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