A new online grocery store, Still Good, sells discounted, near-expiry, and surplus groceries in South Africa at up to 65% off retail prices.
The platform launched in May 2025 and, in just six months, the company noted that it had saved shoppers nearly R4 million.
Still Good now operates in more than 174 Pick n Pay, Spar, and Food Lovers Market stores, as well as several independent retailers.
Still Good is available in Gauteng, KwaZulu-Natal, the Northern Cape, the Eastern Cape, the Western Cape, the Free State, and the North West—with the exception being Limpopo.
Speaking in an interview with CapeTalk, Still Good CEO Steffen Burrows said the company’s online store is a direct response to rising living costs and growing demand for cheaper groceries and household items.
He explained that the business started with a focus on reducing food waste. Burrows said his time in retail highlighted how much perfectly good food gets thrown away.
“I spent a bit of time at Pick n Pay, and saw the big food waste problem that exists in retail. In some stores, 10% of the store’s food is wasted per day,” he said.
This led to Still Good’s original model, which is selling discounted “mystery bags” filled with unsold food nearing its sell-by date.
“That was our core business, which was providing an avenue for that food to find a second home,” he said.
The company has now expanded into an online marketplace offering a wider range of discounted products, with prices, on average, 60% cheaper than retail.
“Our online store offers hugely discounted groceries and food, just on the more non-perishable side,” Burrows said.
Each mystery bag contains a surprise selection of still-edible groceries, from fresh produce and bakery items to dry goods. Meat and deli products are excluded for food safety reasons.
How it works
The platform includes groceries, snacks, toiletries, cosmetics, electronics, and perfumes. “It’s a mix of everything, from food to household cleaning products. You can even buy yourself a pair of earbuds,” he said.
Products come from wholesalers and suppliers looking to clear excess or slow-moving stock. “Some of the stock is problematic in that they ordered too much or it’s short-dated on the food lines,” Burrows explained.
He stressed that consumers often misunderstand food date labels. “The best before date is when the product is at its best quality. It doesn’t mean you cannot use or sell it after that date,” he said.
Most of Still Good’s non-perishable items fall within a limited window around that date and remain safe to use.
Burrows said the model benefits everyone involved. “It’s a win for the customer, a win for the manufacturer, and a win for the planet,” he said.
Without a resale channel, many of these goods could go to waste. “We provide an incentive to move these goods and not dump them.”
Normally, customers collect bags in-store during a designated pick-up window, which is usually near the end of the day.
However, Burrows said that the store now offers delivery in partnership with The Courier Guy’s nationwide locker system.
“We use The Courier Guy’s locker system. You can go to the locker within 48 hours, put in your PIN, and collect it,” Burrows explained.
He noted that this method has become very popular and added that the approach is both convenient and cost-effective.
Interestingly, Burrows noted that customer data shows demand for these discounted products across income groups, with most orders coming from wealthy areas.
“Our biggest orders are in the slightly more affluent suburbs, but we’re also seeing a big increase in a new customer base,” he said.
Still Good – Photos
