The FoodHero app is a great way to find deals on surplus products, while also doing your part in helping reduce food waste. This program launched nationwide at multiple Empire banners in 2024 including Sobeys, Safeway, Foodland & participating CO-OPs, and Thrifty Foods.
Meet FoodHero
There’s a new superhero at Sobeys that is working towards fighting food waste and empowering shoppers with markdowns on surplus items. FoodHero provides great deals on items that are nearing their best before date, helping shoppers do their part in helping reduce food waste.
The third-party mobile app allows Sobeys to sell near end-of-life (but still perfectly good and delicious) products at a marked-down price for customers across Canada.
The Start: A ‘Eureka’ Moment
The FoodHero app launched in Montréal in 2019 and stemmed from a very apparent need.
“In 2016, I had another tech company I was in the process of selling,” says FoodHero creator Jonathan Defoy. “So, I was looking for a new project, but if I were to start a new company, I absolutely wanted to start a business that would have a big positive impact on society.”
“And then, one Sunday morning, I remember turning on the TV and there was a documentary about food waste. Instantly, after seeing how huge the numbers were, I got the ‘Eureka’ and all the ‘dots connected’ in my head.”
Defoy says his vision – and even the name FoodHero – appeared very clearly to him.
“The rest, as they say, is history,” says Defoy.
How it Works
Participating stores update their inventory daily on the app – filling it with grocery store products of all varieties – and customers buy items directly through the app.
It’s all accessed by a few simple taps. Even those shoppers who assert they aren’t “tech people” will find the FoodHero app simple to navigate and use.
“We spent a great deal of time when we originally launched the app to design it in the most user-friendly way possible,” says Defoy.
Defoy says that new customers are pleasantly surprised by the quality and quantity of inventory available on the app.
“Participating stores are serious and dedicated in their mission to help reduce food waste, which means our customers have the opportunity to save this still perfectly edible food in exchange for good discounts,” says Defoy.
Customers who download the FoodHero app will receive $5 off their first order and they receive an additional $5 off for each friend referred.*
Championing Sustainability
The FoodHero app is just one way Empire and its banners are demonstrating their commitment to sustainability and to doing their part to help reduce food waste.
“Many of our stores across the country have long standing relationships with local charities, whereby they donate surplus food that helps feed people facing food insecurity,” says Heidi Ivosevic Manager, Corporate Sustainability at Sobeys. “Recently, Sobeys established a national food rescue program, in partnership with Second Harvest that supports over 1100 charities coast to coast.”
The adoption of the FoodHero app is another tool in Sobeys’ sustainability commitment.
“As part of our sustainability commitment, Sobeys is continually seeking ways to help reduce surplus food waste and we are making good progress towards reaching our goal to reduce food waste by 50% by 2025,” says Ivosevic.
“We partner with community experts, service providers and support groups to find innovative solutions to help send less food to landfills, and we are proud to be at the forefront of implementing these innovations.”
FoodHero is just one of those innovative solutions. As the saying goes, “not all heroes wear capes.” Some swap the cape for a phone case.
