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.