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!

Where does our food come from?

At HeroGo, our philosophy is 'follow the waste'. 

Essentially, we rescue food from wherever we can, as long as the source meets our quality standards and has enough produce to satisfy our customers’ appetites.

When it comes to fresh fruit and veg, we work with smaller farms where possible, but sometimes our ambitious mission to reduce food waste means we have to source from larger growers too. 

Given that 80% of the UAE’s food is imported because of our arid land conditions, we often partner with international farmers and manufacturers to save food that they can’t sell. 

Rather than letting it go to waste, we rescue it, make it more affordable and deliver it to your door instead.

We also work with high-tech farms like hydroponic farms which grow produce year-round. 

How do we choose the food?

We’re all about getting the most from our food, whether that means rescuing items that were destined to be wasted or working with conscious food manufacturers to bring you the most sustainable produce.

Preventing food waste is at the heart of what we do, and there are a number of reasons why groceries can be overlooked:

• It looks a little funny
  Maybe it’s wonky, too big or small, or a funny colour. Often stores won’t accept these groceries, but we see the beauty in these imperfections!
• Excess items
  Sometimes suppliers end up with too much food. Rather than let it go to waste, there’s no reason why it shouldn’t end up in someone’s kitchen.
• Close to its sell-by date 
  …but still perfectly good to eat. That’s why we believe we should make the most of these delicious groceries!
• Packaging is out of date
  This won’t affect the quality of the food, so we’re determined to rescue these groceries from being thrown in the trash.
  
  We don’t judge - as long as the food’s tasty and perfectly good to eat, we believe it deserves a spot on someone’s dinner plate.
  
  
  Is HeroGo’s food organic?
  
  We offer a wide variety of produce including organic and non-GMO options which are clearly labelled on our website.
  
  Our goal is to ‘follow the waste’ so we rescue any high-quality food that meets our standards for freshness and taste, whether it's organic or conventionally grown.