Ruby Cup

Small Ruby Cup Purple

Ruby Cup is a social business venture, founded in 2011. It can be classified as a social enterprise^[1] based on its applied commercial strategies and commitment to sustainable social objectives. Ruby Cup sells and donates menstrual cups - terming their product Ruby Cup. Menstrual cups are a longer-lasting alternative to other sanitary products, and are considered to be a safer menstruation solution, with no health risks or complications yet associated. Ruby Cup combines the benefits of a healthy menstrual product, with a positive social and environmental impact. The product is linked to an ongoing social mission in developing countries that aims to tackle the restrictions and overcome the barriers that menstruating women and girls often face. Lack of available and affordable menstrual products can present a monthly struggle for girls, and subsequently they are absenting from school, and missing education opportunities.^[2] Through tying global sales to menstrual cup donations, Ruby Cup endeavor to improve menstrual hygiene for women and girls, making a positive change to education, gender equality and the future potential of young women.^[3]

Product

Ruby Cup was designed in Denmark and is made of 100 percent medical grade silicone. The Ruby Cup comes in two sizes, medium and small and in four colors, namely blue, pink, purple and classic (transparent). The Ruby Cup can be used as an alternative to tampons or sanitary towels. As with other menstrual cups, a Ruby Cup is worn inside the vagina and collects menstrual fluid, rather than absorbing it. Owing to their durability, they are reusable for up to ten years, making them an environmentally, ecologically sound option.^[4]

Company history

Ruby Cup is made by Ruby Life Ltd., an award-winning social business based in the UK. Ruby Cup was founded in 2011 by Maxie Matthiessen, Veronica D'Souza and Julie Weigaard Kjær at the Copenhagen Business School. Their business plan combined product innovation with social, financial and environmental sustainability. The first steps were to conduct initial surveys to assess local needs in Kenya where the product could provide sustainable and healthy solutions for women.^[5] In the same year, development and production of a sustainable product began. At present, the company is managed by Julie Weigaard Kjær. Ruby Cup is currently based in Barcelona, Spain.

Ruby Cup

Enterprise model

Ruby Cup as a social enterprise, refers to many of the principles of social entrepreneurship.^[6] The term social entrepreneurship^[7] matches this particular enterprise model, but is a wider term that relates to both business and nonprofit sectors which have broad social, cultural and environmental goals.^[8] Ruby Cup describe themselves as a social economic enterprise^[9] and their social mission has a specific focus on Eastern Africa.^[10][11] They offer menstrual cups on a "Buy One, Give One" basis, i.e. "buy one, donate one", which means that in developed countries, for each menstrual cup that is sold, one is donated to a girl in Eastern Africa. Initial stages of the company's social focus have looked at Kenya and other African countries, where research has been conducted to explore the viability of distributing menstrual cups, and supplemental education to women and girls.

Social Mission

School girl in Kenya explaining how to use a Ruby Cup

In many countries across the world, menstruation can be a problem, as women and girls may have no access to hygiene products, or simply cannot afford them.^[12] These women often experience exclusion from society, and school or work can be disrupted or restricted due to lack of available solutions. Investigative studies identify one of the main causes of early school leaving as the lack of hygiene products available for menstruating women and girls.^[13][14][15] As a result, menstruation has a direct economic and educational impact. The problem is also tied to (and is an essential part of), achieving the Millennium Development Goals.^[16] Menstrual cups are a solution that can help girls and women to be integrated back into their social lives. Ruby Cup is a product and a social strategy that offers women in developing countries a lifelong solution and support. Below a girl describes her life with a menstrual cup:

"When my mother had no money, I was using rags and staying at home, because I was ashamed to go to school. I was afraid that my friends will know I am menstruating and I became very shy. I am very very glad that I now have Ruby Cup, because now no one will notice that I have my period, not even my mother. I love Ruby Cup with all my heart because it helps me so much. " - Valentine Atieno : Letters to Ruby Cup^[17]

Due to the longevity of the product an environmental objective is also achieved.^[18][19] Conventional hygiene products can only be used once, require disposal and also have additional chemicals in their products.^[20] Where purchasing disposable menstrual products is not an option, materials or fabrics are reused, posing the issue of thorough washing and outdoor sunlit drying. This is not always possible, and menstrual cups can provide an alternative option. The use of menstrual cups has also been considered a healthier option, with less risk to health through exposure to chemicals and toxins. The bacteria induced illness toxic shock syndrome, which although rare, has been associated with the use of tampons, but no such connection has yet been made to the use of menstrual cups.^[21]

Awards

Ruby Cup has won several awards for its social commitment. It won The Global Social Entrepreneurship Competition 2012 (U.S.), Venture Cup 2012 (Denmark), Sustainia100 Solution, and were also nominated in Germany for the German Prize for Civic Engagement 2013.^[22]

Partners

Ruby Cup is working with different companies and organizations, including the Femme International, Womena and Golden Girls Foundation.

References

External links

• Official company website