From Surplus to Solution: Meet the Startup Fighting Food Waste
Founded by Jakob Holbak, Refreshi is an innovative digital platform-based service that connects surplus food from supermarkets, coffee shops, bakeries, restaurants, and hotels to consumers at discounted prices in the form of “surprise bags.” As the name implies, it is indeed a refreshing solution to bring new life to food that would otherwise go to waste, at the same time, making food more accessible.
“We wanted to solve this mismatch,” Holbak shares. “There’s a triple win here because customers get affordable, quality meals and stores make additional income with minimal effort – and we reduce the environmental impact of food waste.”
The name Refreshi captures the spirit of renewal. Drawing inspiration from the word refresh – to reinvigorate, restore, and revive – and adding a playful “i” at the end, the name speaks to both their tech-driven approach and their mission to breathe new life into surplus food.
Breaking Through in a Conservative Market
One of the team’s biggest hurdles was convincing stores to join a platform centered around selling leftover food, a concept still relatively new to South Africa. Early outreach through emails and phone calls saw little traction. So, they hit the ground, visiting stores in person and speaking directly with owners.
“Once the stores saw that it worked, that bags were selling out daily, income was going up, and waste was going down, it didn’t take long for them to come on board.”
Although this startup is not based in Stellenbosch, it was a natural launchpad for the app which to date had only been made available in the CBD. With its vibrant student population, many of whom face food insecurity challenges, and openness to tech innovation, the town provides the ideal testing ground for a startup of this nature.
What’s in the Bag?
Refreshi’s “surprise bags” vary by day and store, but they’re always guaranteed to be great value, often sold for half the original price and packed with at least three items. So far, they’ve focused on baked goods, sweet treats, fresh produce, and flowers, with plans to add dairy and meat once systems are optimized for handling them safely.
And customers have embraced it with enthusiasm. Some even purchase multiple bags at once to donate to those in need. “We didn’t expect that,” Holbak admits. “But we love it. It shows how people want to give back, and Refreshi gives them a way to do that.”
Reshaping the Conversation Around Food Waste
Beyond feeding people and reducing waste, Refreshi is helping shift how local communities think about food. “We want to help ensure that every meal finds a home,” the founder explains. “People understand that food nearing its sell-by date doesn’t mean it should be thrown away. We’re just making the connection between surplus and need.”
Looking ahead, the vision is bold: national expansion, partnerships with major retailers, and adding around 10 stores to the platform every week. “In five years, we want to be in every major city in South Africa, with a map full of store locations,” he says. “We want to make access to affordable, sustainable meals convenient for everyone.”
Because sometimes, real change doesn’t start in a boardroom or a lab. Sometimes, it starts with a croissant in a brown paper bag, and a bold idea to do better.
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