In a powerful demonstration of corporate responsibility intersecting with strategic growth, Glovo, a leading on-demand multi-category delivery platform, and community-based organisation Haba Na Haba have announced a compelling milestone: the successful rescue and distribution of 2,712,061 meals to food-insecure communities since their partnership began in March 2024.
While the achievement was celebrated on World Food Day as a win against food waste and hunger, it also offers a compelling case study on how impactful social initiatives can significantly contribute to a company’s long-term goal of harnessing a bigger market share in a competitive digital landscape.
Power of Technology for Social Good
The core of the partnership leverages Glovo’s fundamental asset: its robust technological platform and extensive courier network.
Haba Na Haba rescues perfectly good food from local markets, and Glovo’s system is then used to swiftly distribute the nutritious meals on the same day to beneficiaries.
“Our technology was built to connect people with possibilities, and our partnership with Haba Na Haba is one of the most powerful examples of this mission in action,” said Ivy Maingi, General Manager, Glovo Uganda.
Maingi’s statement underscores a strategic understanding: in today’s market, consumers are increasingly choosing brands that align with their values.
By demonstrating that its technology can solve critical social problems, Glovo is building a brand reputation that goes beyond convenience; it is becoming synonymous with community commitment.
Scaling for Impact and Market Growth
The rapid expansion of the food rescue project directly correlates with a growing physical and digital footprint for Glovo. According to Maingi, the partnership has been instrumental in the rapid growth of Haba Na Haba’s operations, expanding its delivery network from an initial 9 routes to a current 27 routes.
Expanded Network
By using its couriers to service a wider range of distribution points for rescued meals, Glovo is actively mapping, testing, and optimising its logistics network in areas it might not have traditionally prioritised for commercial delivery. This logistical testing and physical presence lay the groundwork for future commercial expansion and greater operational efficiency.
Deepening Local Trust
This tripling of routes means Glovo is directly engaging with a wider cross-section of the Ugandan community. Gaining trust as a reliable partner in social welfare can translate into consumer preference when those communities eventually adopt digital delivery services.
Opportunity for Growth
Despite the impressive milestone, the partners highlight a crucial bottleneck that points directly to a massive opportunity for further growth and deeper integration into the local economy.
Jessica Bagenda, Co-Founder at Haba Na Haba, confirmed that the volume of food donations available from local markets exceeds what its current volunteer capacity can manage.
According to Bagenda, this immense availability of rescuable food presents a unique opportunity for Glovo to deepen its commitment, further integrating the social mission into its operational model.
She noted that by intensifying volunteer recruitment and potentially dedicating more internal resources to the logistics of food rescue, Glovo can:
Reinforce Brand Loyalty
By further solidifying its position as a socially conscious leader, thereby differentiating itself from competitors.
Unlock New Supplier Relationships
Rescuing food from local markets builds rapport and operational linkages with local food vendors, paving the way for potential future commercial B2B relationships.
Surpassing 2.7 million meals is a powerful metric of social success. Crucially, it demonstrates that Glovo’s core technological and logistical capabilities can be a powerful force for social good, all while strategically expanding the company’s operational reach, brand value, and path toward a significantly larger market share in Uganda.