Innovation in Food Waste Reduction
A new startup in the UAE, Peekabox, has rapidly gained traction since its launch, achieving over 50,000 downloads and topping the App Store’s food category within days. The application facilitates the rescue of surplus food from various food outlets across the country, preventing it from going to waste.
Behind this initiative are British brothers Hasan Sarwar, 25, and Omair Sarwar, 24, who spent most of their lives in Dubai. Both pursued careers in investment banking before deciding to embark on a more purposeful venture. Hasan explained, “We wanted to do something a bit more meaningful,” which led them to develop a food-tech platform connecting food businesses with consumers to sell unsold food at the end of each day.
The Genesis of Peekabox
The inspiration for Peekabox stemmed from a common observation: perfectly good food often remained on shelves in cafes and supermarkets at closing time, destined for disposal. Hasan noted, “I can’t remember the last time I was in a grocery store and saw a clean bakery section, a shelf that was emptied at the end of the day.”
Recognizing that businesses were discarding edible products daily while consumers sought affordable options, the brothers devised Peekabox. The app allows users to purchase ‘surprise boxes’ of surplus food from participating outlets at a 50-70% discount. Hasan described it as a “win-win” situation: businesses generate revenue from otherwise wasted products, customers receive discounted food, and overall food waste is reduced.
How the Platform Operates
Upon downloading the Peekabox app, users can browse listings from participating restaurants, bakeries, and grocery stores offering discounted surprise boxes. Each listing provides information about the outlet, the collection window, and the general type of items to expect, though the exact contents remain a surprise. Once a box is reserved and paid for via the app, users collect it during the specified pickup time. This system enables customers to enjoy fresh food at reduced prices while helping businesses minimize waste and potentially attract new clientele.
Overcoming Initial Hurdles
Despite the app’s recent launch, the groundwork for Peekabox began over a year prior. The brothers dedicated months to convincing restaurant groups, cafes, and grocery chains to join a platform that was still in development. Hasan emphasized the extensive effort required, stating, “We wanted customers to open the app and see all their favourite brands on day one.”
Convincing partners and investors without a launched product or track record proved challenging. Omair shared, “Convincing brands to be part of a platform that hadn’t launched yet was difficult. Convincing investors to invest in a platform that hadn’t launched was difficult too.” They employed various outreach methods, finding that direct phone calls were the most effective. By launch, Peekabox had secured agreements with nearly 1,000 stores, with an initial rollout covering approximately 250 locations across the UAE. The company maintains a lean team of fewer than ten members.
Brotherhood in Business and Dubai’s Startup Ecosystem
The collaboration between Hasan and Omair was a natural progression, given their shared educational and professional backgrounds. Hasan, finding it challenging to build the startup alone, chose his brother, citing trust as a key factor. Their responsibilities are divided, with Hasan focusing on operations and technology, and Omair managing partnerships, growth, and expansion, leveraging their complementary skill sets.
Building the company in Dubai’s startup ecosystem also provided significant advantages. Peekabox is incorporated through the DIFC Innovation Hub, which offers streamlined processes and incentives for new businesses. Hasan highlighted the exceptional support available in the UAE, stating, “The support here is incredible. You have these people at very high places helping young founders, willing to support and open doors for you, make introductions and share advice.” This access to support proved invaluable for the first-time entrepreneurs.
Contributing to National Sustainability Goals
Peekabox’s rapid growth aligns with the UAE’s national strategy to reduce food waste, a key pillar of its broader sustainability agenda. The nation aims to halve food loss and waste by 2030, in line with UN Sustainable Development Goals. Initiatives like Ne’ma, the National Food Loss and Waste Initiative, and the UAE Food Bank are actively working to address waste across the food value chain and redistribute surplus food to those in need. Hasan noted that Peekabox addresses a specific stage within this larger challenge.
Future Outlook
Following its initial success, Peekabox’s immediate challenge is to meet demand, as most surprise boxes have sold out daily. The company is actively expanding its partner network and focusing on refining the customer experience through feedback and reviews. While the early momentum has been significant, the brothers are committed to ensuring the app’s financial viability and continued growth, driven by its commercial opportunity and positive impact.
Source: Original Article