For the founders of Still Good, making a difference didn’t mean reinventing the wheel; it meant rethinking what we throw away.
Johannesburg, South Africa (29 October 2025) – It started with a simple thought… what if “still good” food could still make a difference? Today, that thought has grown into a national movement helping South Africans save millions, cut food waste and feed hungry families.
It’s clever, it’s kind and it’s making a real impact.
Launched in May, Still Good connects shoppers with nutritious groceries nearing their sell-by date, offering discounts of up to 65%. In just six months, the platform has helped South Africans save close to R4-million on grocery bills, while reducing the amount of perfectly good food that would otherwise go to waste.
“We are helping South Africans beat food price inflation over the past six years – a remarkable achievement when you consider that 63.5% of households in South Africa experience food insecurity,” says Steffen Burrows, CEO and one of the four co-founders.
With food prices soaring and millions of families struggling to afford essentials, the initiative couldn’t have come at a better time. According to the Human Sciences Research Council, 2.7 million children under six live in households unable to meet basic nutritional needs. Beyond hunger, more than 1,000 children die each year from preventable malnutrition. Still Good is changing that narrative… one bag at a time. Their innovative “Value Bags” are surprise bundles of groceries. Aything from fresh produce and bakery items to pantry staples. All still perfectly safe to eat but approaching their sell-by date. Meat and deli products are excluded for safety reasons but the idea has taken off.
“We sell 95% of the available bags offered for sale on our web platform. Some stores sell 50 bags in two minutes, we can’t keep up with demand,” says Burrows.
The movement now includes over 100 retailers across South Africa, from Pick n Pay and Spar to Food Lovers Market franchises and independent stores, in provinces such as Gauteng, KwaZulu-Natal, Northern Cape, Eastern Cape, Western Cape, Free State and North West.
For many, it’s not just about saving money but being part of something meaningful. Johannesburg resident Chanté-Leigh Hendricks has been buying Still Good bags since July.
“My family loves the element of surprise, opening a bag in anticipation, not knowing what will be inside. I’ve also tapped into my creative side learning to cook what we receive. I resonate with what the brand stands for, eating well while saving money and reducing waste,” she says.
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Customers can see both the normal retail and discounted prices before purchasing, pay securely through Yoco and collect their bags in-store at the end of the day. Many have turned into loyal regulars, checking their regional WhatsApp channels for instant notifications when new Value Bags drop.
One shopper from Kenilworth in Cape Town has already saved over R40,000 in six months.
While the idea of buying surplus groceries has gained traction globally, Still Good has uniquely adapted it for South Africa by focusing directly on the retail sector, where the majority of food waste occurs.
“Previously, much of this stock was wasted, taking up valuable municipal landfill airspace that is close to capacity,” explains Burrows.
And because this is a social enterprise with heart, Still Good donates 10% of its earnings to feeding schemes through SA Harvest and other food banks, ensuring that every purchase goes even further to support those in need.
What started as a simple, sustainable idea has quickly become a movement of mindful shoppers, conscious retailers and South Africans coming together for something that matters: helping families eat better, spend less and waste nothing.
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