Our Mission


We're here to make you a hero in the fight against food waste.

How? By shopping with HeroGo, you’ll not only save money on fresh fruit and veg, but you’ll be helping to revise the current grocery ecosystem where a third of the food grown globally is wasted.

In the UAE alone, 1 million tonnes of perfectly good food is wasted every year, often because of the 'ugly problem’ - this bit of veg is 'too big', that one is 'too small', and that one has a 'funny shape'. 

Other reasons might be:  

  • Food is too close to its sell by date  
  • It’s excess produce that’s not needed 
  • The packaging is out of date 
  • Other cosmetic reasons, like unusual colouring  
  • Imported produce at risk due to change in demand. 

When these groceries go in the bin, not only does it waste the food, but it also wastes the energy, water and resources that went into growing it. 

We believe this must stop!

At HeroGo, we embrace this food and we rescue it. We make it affordable then deliver it right to your doorstep in only one click, saving you time and making your grocery bill cheaper. Plus, for every box delivered, we'll provide meals for two people facing hunger.

By choosing to shop with us, you’re the real hero! You’ll be saving food, saving resources and fighting inequality too. 

Get ready to make a positive impact on our planet – one carrot at a time.