The Moroccan startup ReFood aims to transform Moroccans’ relationship with consumption by fighting against food waste through a technological platform that combines impact, inclusion, and sustainability. Already boasting 2,500 active users and over 1,000 meals saved, the company intends to expand its model on a national scale.
Raising awareness and engaging through technology
ReFood connects food businesses and consumers via a mobile application that alerts in real-time about “surprise boxes” containing unsold food items. Each order allows users to track their avoided carbon footprint, while the platform also offers educational content on sustainability issues. Campaigns with influencers, events with NGOs, and mentoring programs strengthen community engagement around the initiative. Merchants find an outlet for their unsold goods and gain access to a new clientele that values responsible consumption.
A model based on three pillars
Sustainability, accessibility, and social impact are at the heart of the vision. Meals are offered at one-third of their original price, making the ecological act economically attractive. Merchants value their losses, while ReFood builds an engaged community, with 24/7 support, user ambassadors, and close ties with local NGOs. “It’s a movement more than an application,” says Ayman Jaradat, CEO and co-founder.
Financial support and technological innovation
In the pre-seed phase, ReFood is looking to raise funds to scale up. Already supported by Technopark, French Tech Miami, and recognized at the African CIO Awards, the startup wants to invest in artificial intelligence, forecasting tools, an integrated fintech solution, and B2B services. This funding will also be used to strengthen the team.
National ambitions
In the short term, ReFood aims to consolidate its operations in Casablanca while preparing for its expansion with major retailers like Marjane, Carrefour, and Ikea. It is developing predictive algorithms for food surplus and an infrastructure suited for managing large volumes. At the same time, it participates in the local entrepreneurial ecosystem through mentoring and partnerships with incubators.
ReFood thus illustrates how technology can become a concrete tool to combine inclusion, ecology, and economic development in emerging countries.