Our Story

Sobra® started with a simple but urgent question: how can the hospitality industry deal with food waste in a smarter way?

The idea was sparked during an IBX Events content session, one of the initiatives developed by our parent company, CoCoA H2H®. With senior voices from across the travel and events sector in the room, the conversation turned practical: what if hotels and venues could turn their leftovers into something useful, right on site?

That conversation became a pilot — now underway in several venues — to turn organic waste into certified compost. It’s early days, but the response has been strong enough to earn us a spot in the BEFuture Accelerator, recognising our work as one of 15 projects selected nationally for its potential to scale circular solutions.

Sobra® isn’t about radical reinvention. It’s about helping hotels and venues take a real, manageable step toward sustainability — starting with something as everyday as food waste.