HeroGo

What HeroGo does

HeroGo is a direct-to-consumer subscription e-commerce operator that delivers rescued surplus produce and ethical-brand grocery staples to households in the UK and UAE, positioning groceries at up to 25% below supermarket prices. The company sources from UK and European farmers, cooperatives, and wholesalers carrying surplus or cosmetically imperfect stock, and pairs each box with a commitment to donate two meals to someone in need via partnerships with food redistribution organisations and community kitchens. The core product is a flexible weekly or fortnightly subscription with a 2–6 day customization window, skip/pause functionality, and a personalization layer that builds boxes around seasonal produce and customer preferences; supporting modules include a loyalty program (HeroGo Points), digital gift cards, a bilateral referral scheme, and a packaging return Reuse Programme.

The technology stack is a web-based storefront hosted on AWS and Cloudflare, with PostHog used for analytics and A/B testing; no proprietary AI/ML systems, mobile applications, or enterprise integrations are disclosed. HeroGo markets through its own blog, organic social channels (Instagram, Facebook, LinkedIn, Twitter), email newsletters, and community-led referrals, with no third-party resellers or physical retail. The company is privately held, dual-entity (HeroGo Ltd in London, HeroGo FZ LLC in the UAE), employs 1–10 people, was founded in 2020 by Daniel Solomon, and has raised a single disclosed seed round of approximately $155,186 in August 2024 led by Oraseya Capital with AngelSpark.

Name

HeroGo

Legal name

HeroGo Ltd

Website

https://herogo.ae

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

HeroGo operates a direct-to-consumer subscription e-commerce platform delivering rescued surplus produce and ethical grocery brands to households in the UK and UAE, offering groceries at up to 25% below supermarket prices through flexible weekly or fortnightly subscription plans.

Ownership category

akta.pro rank

Product category

Subscription Grocery Delivery

NAICS

All Other Specialty Food Retailers (445298)

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Scheduled Delivery & Subscription Grocery (CRAHAIAC)

akta.pro secondary industries

Meal Kits & Recipe Box Delivery (AFAIAMAE), Bulk Food Buying Clubs & Cooperative Bulk Programs (CRAHAMAM)

Keywords

• Rescued grocery delivery
• Surplus food subscription
• Food waste reduction
• Online grocery delivery
• Ethical food sourcing

Headquarters

HQ city

Abu Dhabi

HQ country

United Arab Emirates

HQ region

Middle East

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Grocery Subscription Sales: HeroGo generates revenue through recurring weekly or fortnightly subscription deliveries of rescued and surplus groceries, produce, and pantry items. Customers pay for their customized boxes which are delivered on a scheduled basis with automatic renewal. The subscription model provides predictable recurring revenue while offering groceries at up to 25% less than supermarket prices.
2. Gift Cards: HeroGo sells digital gift cards in denominations of £20, £50, £100, or custom amounts that are delivered via email to recipients. Gift cards can be used for grocery purchases on the platform.
3. Individual Product Sales: Customers can purchase individual grocery items at discounted prices (e.g., Potatoes at 28.7% off, Eggplant at 41.17% off, Pumpkin at 55% off, Onions at 20% off) within their subscription box customization or as add-ons.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels6 records

Core offering

HeroGo operates a subscription-based e-commerce platform that rescues surplus, imperfect, and excess food from UK and European farmers, cooperatives, and food producers, then delivers curated grocery boxes to consumers' doors for up to 25% less than supermarket prices. Customers choose flexible weekly or fortnightly delivery plans with customization windows, and the platform personalizes boxes over time based on preferences. For every box sold, HeroGo commits to donating two meals to someone in need through partner food redistribution organisations.

Product overview

HeroGo is a subscription-based grocery delivery platform that rescues surplus, imperfect, and excess food from UK and European farms, cooperatives, wholesalers, and food producers. The core offering is the HeroGo Subscription Grocery Service, a flexible weekly or fortnightly delivery plan that delivers rescued produce and pantry staples for up to 25% less than supermarket prices. The platform learns customer preferences and allows customization during a shopping window. The product portfolio includes the core subscription service supplemented by the HeroGo Points loyalty program for earning and redeeming discounts, HeroGo Gift Cards for gifting, the Referrals Program for word-of-mouth growth, the HeroGo Reuse Programme for sustainable packaging returns, and This Month's Produce highlighting seasonal availability. Every box sold includes a commitment to donate two meals to someone in need.

Differentiator

Problem solved

Functional benefit

Products and services

• HeroGo Subscription Grocery Service A flexible subscription-based grocery delivery service that delivers rescued surplus and imperfect produce, pantry staples, and cupboard essentials from UK and European farmers directly to consumers' doors for up to 25% less than supermarket prices. Customers choose weekly or fortnightly plans and customize their boxes within a shopping window.
• HeroGo Gift Cards Digital gift cards available in denominations of £20, £50, £100, or custom amounts, delivered via email to recipients. Recipients can redeem the gift cards for grocery purchases on the HeroGo platform.

Quantifiable outcome

• Up to 25% savings compared to supermarket prices
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Food Redistribution Organisations and Community KitchenscoreOthersHeroGo partners with food redistribution organisations, community kitchens, and social enterprises to fulfill their commitment of providing two meals to someone in need for every box sold. This partnership enables the company to redirect rescued food to communities experiencing food insecurity while supporting their social impact mission.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Imperfect Foods: Imperfect Foods is a US subscription grocery service that delivers 'imperfect' produce and pantry items that would otherwise go to waste at lower prices than traditional grocers. It shares HeroGo's subscription model, produce-box curation, and rescue-mission branding.
• Misfits Market: Misfits Market is a US online grocer that delivers 'ugly' produce and sustainable pantry staples on a subscription basis. It closely mirrors HeroGo's combination of rescued produce, subscription delivery, and discount pricing for quality food.
• Oddbox: Oddbox is a UK subscription-based delivery service that rescues surplus and 'wonky' fruit and vegetables directly from growers and delivers them to households. It is one of the closest direct competitors to HeroGo's UK subscription box model, with comparable weekly/flexible delivery mechanics.
• Too Good To Go: Too Good To Go is the world's largest B2C surplus food marketplace, operating a mobile app that lets consumers buy surplus food from restaurants, bakeries, and grocery stores at discounted prices. It is a direct competitor in the food-waste rescue category, operating across the UK and many EU markets where HeroGo also serves customers.
• Olio: Olio is a UK-based sharing app that connects neighbours and local businesses to share surplus food and other items to reduce waste. While the model is sharing rather than subscription, Olio overlaps with HeroGo in addressing household food waste through a UK consumer base.

Broad incumbents

• HelloFresh: HelloFresh is the world's largest meal-kit subscription company, offering weekly deliveries of pre-portioned ingredients and recipes to households. While its core product is meal kits rather than rescued produce, it competes for the same DTC subscription grocery wallet share and household logistics slot.
• Riverford Organic Farmers: Riverford is one of the UK's largest organic vegetable box subscription services, delivering seasonal produce from its own farms to households nationwide. It represents a broader incumbent in the produce box subscription category with deeper vertical integration than HeroGo.
• Abel & Cole: Abel & Cole is an established UK organic grocery subscription box service offering weekly deliveries of fresh produce, meat, and pantry items. It is a broader incumbent in the UK subscription grocery space with longer operating history, larger catalog, and broader customer base than HeroGo.

Emerging players

• NoWaste: NoWaste is a household food management app that helps users track pantry inventory, reduce waste, and shop more sustainably. It is an emerging adjacent player that addresses household food waste from the consumption side, overlapping thematically with HeroGo's mission.

Regional players

• Carrefour UAE: Carrefour UAE operates one of the largest grocery retail and online delivery businesses in the Emirates, including subscription-style offerings for fresh produce. It is a regional player serving the same UAE household market that HeroGo targets via herogo.ae, representing both a competitor and a potential surplus-supply partner.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/herogomena
• LinkedInlinkedin.com/company/herogo-inc
• Instagraminstagram.com/herogo
• Facebookfacebook.com/HeroGoInc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HeroGo