Johannesburg – In a city grappling with rising living costs, a unique retail concept is proving incredibly popular: Best Before stores. These outlets, specialising in discounted food and household goods nearing their "Best Before" dates, are not only attracting bargain-hunting consumers but also offering a solution to the significant problem of food waste in South Africa.
The brainchild of Alain Soriano and Mark Gordon, the first Best Before store opened its doors in 2017. The stores' success is built on a simple yet effective premise: offering products at prices significantly lower than those found in mainstream supermarkets.
"It's because we make the unaffordable affordable," explains Soriano, managing director of Best Before.
"All products in these stores are on average between 20% and 50% cheaper than in supermarkets."
This remarkable price advantage stems from their sourcing strategy. Best Before purchases products from suppliers who are looking to offload items approaching their "Best Before" dates – dates indicating quality, not safety. Soriano clarifies that it's perfectly legal to sell products past their "Best Before" date, as long as they are still safe for consumption. The "Best Before" date is a manufacturer's indication of optimal quality, not a food safety deadline. He contrasts this with "Use By" dates, which apply to perishable goods and are crucial for safety.
This approach is supported by independent research. The StillTasty website, for example, notes that dry pasta can easily last a year or two past its "Best Before" date, and chickpeas can remain usable for three to five years. A Harvard Law School and Natural Resource Defense Council study in America highlighted the significant amount of food wasted annually due to misunderstandings about "Best Before" dates.
Best Before isn't just about rescuing near-expiry products. Approximately 65% of their stock consists of new products secured at discounted prices from suppliers. This allows for a wide variety of goods, from everyday essentials like tissues and cleaning products to popular brands such as Pepsi, Serena pasta, and Avroy Shlain skincare. The stores even display the original supermarket price alongside their discounted price, allowing for easy comparison.
The stores' popularity is undeniable. In the past year, they've sold 3 million items, averaging 62,500 per month. Remarkably, fewer than 50 items have been returned, with full refunds provided in each case. The average basket cost is around R380, with weekends and Mondays (pensioners' day, offering an additional 10% discount) being particularly busy. Popular items include chocolate, soft drinks, and canned goods. Best Before even serves as a clearance outlet for brands like Beyers and Lindt chocolate.
The business model also benefits suppliers. Many large retailers only accept products with at least six months until their "Best Before" date. Best Before provides an alternative for suppliers with products closer to their expiry date, helping them avoid waste and recoup some of their investment. This mutually beneficial arrangement is attracting more and more suppliers, leading to a constantly evolving range of products.
The success of Best Before isn't just about financial gain; it's also about addressing a significant social issue. Soriano notes that the concept initially aimed to combat food waste, but quickly realised the strong demand from consumers facing financial pressures. This resonates with the broader context of food waste in South Africa. The World Wildlife Fund estimates that 10 million tons of food are lost annually, representing one-third of total production.
Major supermarket chains are also actively involved in reducing food waste. Shoprite, for instance, employs artificial intelligence to predict sales, and has implemented efficient ordering and stock replenishment systems.
They also distribute surplus food to non-profit organisations, providing millions of meals annually, and process food waste into animal feed. Pick n Pay similarly works with partners to minimise waste and efficiently distribute surplus food, reporting a significant decrease in food waste in their latest financial year and donating substantial quantities to charity.
Best Before's expansion reflects its growing success. Starting with a six-month rent-free trial in a vacant retail space, the business now operates six stores in Johannesburg, with a seventh slated to open in Pretoria in November.
Their strong online presence, with 100,000 Facebook followers, and a loyalty card programme further contribute to their success. The stores prominently display signage explaining their concept, ensuring transparency and building trust with customers.
