About Our Food
At HeroGo, it’s our mission to reduce food waste while making groceries more affordable. Want to know how? You’re in the right place!
Abundance on one end, scarcity on the other, while good food still gets thrown away. But at HeroGo, we're here to heal the broken cycle. Whether that means rescuing surplus fruit and veg that’s ‘too big’, ‘too small’, ‘wonky’, or simply didn’t meet supermarket standards.
Where does our food come from?
Most of our produce comes from UK and European farmers, cooperatives, and wholesalers with surplus stock.
We work closely with smaller farms whenever possible, but sometimes our mission to reduce food takes us to larger growers too. We also collaborate with high-tech farms, such as hydroponic and vertical farms that grow fresh produce year-round.
Beyond produce, we partner with regenerative and organic farmers, and ethical food brands to include sustainable pantry staples, snacks, drinks, dairy, and meat.
How do we choose the food?
We choose our food based on quality, quantity and taste, rescuing whatever deserves a second chance. Some of the food might look a little different, others might be surplus or nearing expiry – but everything we select is food worth saving.
Here’s why the food might’ve been at risk of being discarded:
It looks a little funny
Sometimes it’s too big, too small, a little wonky, or just the wrong colour. But we celebrate these natural imperfections. Nature grows its own way, and that’s okay with us.
Excess items
Farmers and producers often grow or make more than they can sell. We buy the excess to keep good food out of bins and on your plate.
Short shelf life
Perfectly safe and delicious, but too close to its sell-by date for supermarkets to stock.
Packaging or label changes
Misprints or outdated designs don’t affect quality, so we rescue these products too.
Cancelled or reduced retailer orders
Supermarkets sometimes change plans at the last minute, leaving perfectly good food behind.
Whatever the reason, every item we source is fresh, high-quality, and safe to eat. It just didn’t fit supermarket standards.
