Our mission

In the UK, around 9.5 million tonnes of food are lost every year (DEFRA). Food that’s been grown, picked or packed with care, but never eaten. It’s a loss for farmers, producers, and the planet alike. 

We’re here to heal a broken food system. One where there’s abundance on one end and scarcity on the other. And we don’t just step in when supermarkets reject a ‘wonky’ carrot, we start earlier. 

We work directly with local farmers, cooperatives and food producers across the UK and Europe to rescue high-quality produce that doesn’t make it to supermarkets. We also source excess food  from bumper harvests, and food that’s nearing its expiry date, has a misprinted label, is made up of leftover cuts, or is simply the ‘wrong’ shape, size or colour. Either way, it’s food that deserves to be enjoyed – not forgotten. 

By rescuing it before it’s lost, we deliver high-quality groceries to your door for up to 25% less than you’d pay at the supermarket. Plus, for every box sold, we commit to giving two meals to someone in need.  

Why we started 

We saw a system where good food was being left behind long before it reached the shelves. 

HeroGo was founded to change that. By connecting farmers and producers directly with households, we make sure that great food ends up shared, cooked and enjoyed. 

Healing the food system 

The current food and product system is built for abundance – with strict cosmetic standards and last-minute order changes that mean perfectly good food is discarded when it could’ve been enjoyed. 

HeroGo works differently. We rescue the food before it becomes a problem, giving farmers and producers a fairer, more reliable way to sell, and giving you fresh, affordable groceries you can feel good about. It’s a win for everyone, and for the planet. 

Join the movement 

HeroGo is more than a smarter way to shop, it’s a step towards balance. A food system that works for everyone, where nothing and no one is left behind.