Fighting Food Insecurity: The Story Behind still good's 10% Donation Model

Food insecurity in South Africa has reached crisis levels, with approximately 15-16 million people experiencing inadequate or severely inadequate access to food. At the same time, perfectly edible surplus food is discarded daily across retail and production chains. still good's 10% donation model directly addresses both sides of this equation—connecting customers with affordable nutrition while funding critical food relief through partnerships with SA Harvest and local food banks.

The reality of food insecurity in South Africa

Understanding the scale and nature of South Africa's hunger crisis reveals why every purchase matters.​

• 19.7% of households experienced moderate to severe food insecurity in 2023, up from 15.8% in 2019—a worsening trend driven primarily by access issues rather than food availability.

• Almost 20% of households consumed fewer than six food groups, indicating poor dietary diversity and nutritional inadequacy.

• Female-headed households face disproportionately higher food insecurity rates compared to male-headed households.

• Income remains the barrier: South Africa produces abundant, high-quality food and is a leading agricultural exporter, yet access remains the fundamental challenge for households without regular income.​

How the 10% donation model works

Every Still Good purchase directly supports hunger relief through a transparent, measurable system.

The mechanics

• 10% of proceeds from every Value Bag sale is allocated to food security initiatives, primarily through partnerships with SA Harvest and community food banks.

• Direct impact: These contributions fund meal delivery, logistics support, and warehouse operations that enable food rescue organizations to scale their reach.

• Multiplier effect: Donations support the infrastructure needed to rescue and redistribute surplus food beyond what Still Good itself handles, extending impact across the entire food rescue ecosystem.

Transparency and accountability

• Quarterly reporting: Still Good tracks and reports donation totals, meal equivalents funded, and partner organizations supported.

• Partnership verification: Donations flow to registered non-profit organizations with proven track records in food security and hunger relief.

• Customer connection: Every purchase receipt includes information about the contribution made through that transaction.

Partnership spotlight: SA Harvest

SA Harvest operates as Still Good's primary hunger-relief partner, addressing food insecurity through systematic food rescue and distribution.

Their model and impact

• Food rescue focus: SA Harvest rescues nutritious surplus food from producers, retailers, and manufacturers, then delivers it to over 80 beneficiary organizations across South Africa.

• Scale achieved: To date, SA Harvest has delivered the equivalent of over 6.2 million meals, rescuing more than 1,820 tonnes of food that would otherwise have gone to waste.

• Logistics expertise: The organization operates warehouses, refrigerated transport, and distribution networks that enable efficient food rescue at scale.

Strategic partnerships

• Corporate donors: Tiger Brands, Indigo Fruit Farming, and other major food producers donate near-dated stock and surplus inventory through SA Harvest.

• Logistics support: Companies like Meridian Logistix, Maersk, Waterford Carriers, Unitrans, and Bulldog Hauliers provide transportation to move rescued food efficiently.​

• Community feeding: SA Harvest supplies food banks, soup kitchens, shelters, orphanages, and community feeding programs with reliable nutritious food.

The dual benefit: customers and communities

Still Good's model creates value on both sides of the transaction.

For customers

• Affordable nutrition: Access to quality groceries, bakery items, fruit, vegetables, and household essentials at 25-60% below retail prices.

• Conscious consumption: Every purchase directly supports hunger relief without requiring additional charitable giving.

• Transparent impact: Clear communication about how purchases translate into meals and community support.

For communities in need

• Immediate relief: Donations fund meal delivery to organizations serving South Africa's most food-vulnerable populations.

• Nutritional diversity: Food rescue programs provide protein, fresh produce, and varied food groups that improve dietary quality beyond just calories.

• Systemic change: Support for food rescue infrastructure enables organizations to scale operations and reach more communities.

Why businesses donate surplus

Understanding corporate motivations reveals how the entire ecosystem functions sustainably.

Social responsibility drivers

• Ethical alignment: Companies recognize the moral imperative to feed people rather than discard edible food.

• Brand reputation: Public commitment to hunger relief and sustainability enhances corporate image and stakeholder relationships.

• Employee engagement: Food donation programs create meaningful volunteer opportunities and boost team morale.

Financial and operational benefits

• Tax incentives: Food donations qualify for tax credits in many jurisdictions, reducing the net cost of giving.

• Reduced waste costs: Donating surplus eliminates disposal fees and landfill expenses.

• Supply chain efficiency: Systematic surplus management improves forecasting and inventory practices over time.

Beyond immediate hunger relief

Food rescue partnerships create ripple effects throughout communities.

Health improvements

• Better nutrition: Access to diverse food groups reduces diet-related health issues linked to nutritional deficiencies.

• Child development: School feeding programs and family meal support improve cognitive function and educational outcomes.

• Chronic disease prevention: Adequate nutrition reduces risks of diet-related conditions like diabetes and hypertension.

Economic mobility

• Budget relief: Families receiving food assistance redirect limited income toward rent, transport, education, and healthcare.

• Employment stability: Adequate nutrition improves work performance and reduces absenteeism linked to hunger.

• Community resilience: Food security support stabilizes households during economic shocks and unemployment periods.

Real stories, real impact

Behind the statistics are families and communities whose lives change through food access.

Beneficiary organization perspective

• "SA Harvest enables us to provide nutritious meals consistently—families know they can count on us each week".

• "The quality of donated food is excellent; we serve fresh produce and protein that our community rarely accesses otherwise".

• "Reliable food supply lets us focus on other support services—education programs, healthcare, and job training—rather than constantly scrambling for donations".

Customer perspective

• "Knowing my grocery savings help feed others makes every purchase feel purposeful".

• "I'm stretching my own budget while contributing to hunger relief—it's the most practical form of giving".

• "Still Good turned grocery shopping into an act of community support without asking for extra money".

The food waste and hunger paradox

South Africa's food system produces abundance while millions go hungry—this isn't a scarcity problem but a distribution challenge.

Production vs. access

• Agricultural strength: South Africa is Africa's leading agricultural exporter with sophisticated production and quality standards.

• Surplus reality: Millions of tons of edible food are discarded annually due to cosmetic standards, date labelling, packaging changes, and forecasting errors.

• Distribution gaps: Infrastructure, logistics, and funding limitations prevent surplus from reaching food-insecure communities efficiently.​

How Still Good bridges the gap

• Customer funding: Revenue from Value Bag sales provides the capital needed to operate food rescue logistics.

• Dual distribution: Still Good directly supplies paying customers while funding organizations that serve those unable to pay.

• Systemic solution: By proving commercial viability of surplus redistribution, Still Good demonstrates scalable models for other players.

Measuring social impact

Effective hunger relief requires rigorous tracking and transparency.

Key metrics

• Meals funded: Translation of donation amounts into meal equivalents using industry-standard calculations.

• Beneficiaries reached: Number of organizations supported and individuals served through partner networks.

• Food rescued: Total weight and variety of food kept out of landfills and redirected to consumption.

• Geographic coverage: Distribution of support across provinces and communities, with particular focus on underserved areas.

Long-term outcomes

• Food security improvement: Tracking changes in household food insecurity levels within served communities.

• Nutritional impact: Monitoring dietary diversity improvements among beneficiary populations.

• Community resilience: Measuring economic and health outcomes linked to consistent food access.

How to maximize your contribution

Every Still Good purchase matters, but strategic shopping amplifies impact.​

Purchase patterns that help most

• Regular buying: Consistent purchases create predictable donation flows that partner organizations can rely on for planning.

• Category diversity: Buying across bakery, fruit and veg, and grocery categories supports varied nutrition in donated meals.

• Share the mission: Spreading awareness brings more customers into the model, multiplying collective impact.

Beyond purchases

• Volunteer opportunities: Many food rescue partners welcome volunteers for packing, sorting, and distribution.​

• Direct donations: While purchases fund operations, additional contributions to SA Harvest and food banks extend reach.

• Advocacy: Support policies that incentivize food donation, improve food rescue infrastructure, and address systemic food insecurity.

What's next for Still Good's social impact

The first phase proved the model's viability; the next phase focuses on scale and deeper partnerships.

Expansion goals

• Partner diversification: Building relationships with additional food banks and community feeding programs to extend geographic reach.​

• Category expansion: Adding more product categories to increase both customer value and donation potential.

• Impact transparency: Enhanced reporting tools that let customers track cumulative contributions and community outcomes.​

Systemic advocacy

• Policy engagement: Working with government and industry to improve food donation frameworks and logistics infrastructure.

• Model sharing: Demonstrating commercial viability of social-impact retail to inspire similar initiatives across sectors.

• Community partnerships: Deepening collaboration with local organizations to ensure donations reach the most vulnerable populations.

Every Still Good purchase does double duty—feeding your family affordably while funding hunger relief across South Africa. Together, we're proving that surplus food belongs on plates, not in landfills, and that commercial success and social impact can grow hand in hand.