Designing a Sustainable Future: How Hachem Mahfoud is Leading Replate's Mission to Combat Food Waste in the MENA Region
In this compelling interview, Hachem Mahfoud, MENA Region Director of Replate, opens up about his journey from a background in architecture, design, and strategy to leading a groundbreaking initiative in food sustainability. With over a decade of experience and an MBA in Design Strategy from California College of the Arts, Hachem is a visionary leader who thrives on innovation, collaboration, and challenging conventional norms. His deep-rooted passion for sustainability has driven him to spearhead Replate’s mission to turn surplus food into impactful social opportunities. As he shares his experiences expanding Replate’s operations to the UAE, Hachem highlights the innovative strategies and partnerships that have been crucial in reducing food waste and ensuring that nutritious meals reach those in need.
The inspiration for Replate is rooted in your personal experiences growing up. Can you tell us a bit about that?
My brother, Maen Mahfoud, founded Replate in 2016, inspired by the values we both share from our upbringing. Our mother regularly set aside food for us to share with neighbors who were facing challenges, whether due to illness or difficult times. In our household, food was always meant to be shared. These acts of kindness, deeply rooted in our culture, instilled in us a strong commitment to giving back—one that continues to drive our work today.
Maen immigrated to the United States and was devastated by the level of food insecurity he witnessed there. He brought together a talented team and launched Replate as a tech-enabled platform to connect surplus food from businesses with those in need, rapidly expanding its operations through strategic partnerships and technological innovations. I joined the company in 2021 when Replate was invited to participate in Expo 2020, contributing to its growth and business development. My role has been instrumental in scaling Replate’s impact.
When did you begin your operations in the UAE, and what factors influenced your decision to choose this location, given that you were based in the US?
In 2021, we had the privilege of being invited to Expo 2020, where our offices are now located. With Cisco as our guarantor, we spent six months collaborating with the UAE Food Bank and Expo Sustainability to run a successful food rescue program. Since then, we have proudly continued our partnership in supporting food rescue initiatives in the community.
What does the Replate process look like, from pickup to donation delivery? How involved are you in each stage of the process?
Replate, a social enterprise based in the United States, helps businesses donate surplus food to communities in need. By leveraging technology, we track the environmental and social impact of these donations. Clients can request pickups through our website, "replate.org," after which our team collects the food and delivers it to the nearest recipient, effectively serving as a technological bridge between donors and those in need.
When expanding to the UAE, we partnered with the UAE Food Bank under Dubai Municipality, taking on the role of intermediary between food donors and recipients, with the Food Bank overseeing distribution.
Our process begins with an operational audit to identify surplus food sources, which can vary depending on the location, such as malls, airports, or hotels. Based on our findings, we either connect the client with a charity for food pickups or install fridges to facilitate convenient donations. We manage the entire project, providing ongoing support and detailed reporting throughout the process.
In my role, I consult on identifying surplus channels and designing food rescue programs, including their operational setup and branding. We offer tailored operational support to align with each client’s needs, providing a "white glove" service for those seeking end-to-end management, including onboarding, education, and workshops. The process is fully customized, with technology playing a pivotal role in tracking and reporting. This allows us to scale our involvement according to the client’s size and level of engagement.
You offer a unique consulting service in the UAE. Can you give us some insights into this and an example of a business that became more sustainable using your consulting services?
While our work at Expo is noteworthy, we've also achieved significant success with our fridge model, particularly through the "Feed It Forward" pilot program at YAS Mall in Abu Dhabi. Over three months, 85 F&B vendors donated surplus food daily, which was packaged and placed in fridges for the mall’s workforce, including security personnel, cleaners, and delivery drivers. This approach not only promoted sustainability by keeping the food onsite but also enhanced employee welfare, enabling them to save money and access more nutritious meals. The positive impact on all stakeholders has been incredibly rewarding.
Do you think other service providers offer this kind of service, or would you say that Replate is the only food donation partner doing this in the UAE?
I believe that addressing surplus food requires the involvement of many stakeholders, as the scale of food waste in the UAE and globally is immense. While other players exist, the model needed in the UAE must be highly adaptable, varying significantly from one client to another. In the U.S., companies benefit from incentives like tax cuts and legal protections for food donations, fostering a more mature ecosystem. However, in the UAE, each project is unique, shaped by different factors. I see other players not as competition but as collaborators; success hinges on everyone working together. These efforts must be permanent solutions, not just temporary measures during events like Ramadan. Given the complexities of rescuing surplus food, collaboration, transparency, and mutual support are essential.
You have partnered with major corporations like MAF and Rove Hotels. What factors allowed you to acquire this impressive roster of partners?
I believe our clients inherently recognize the value of participating in these projects, which has facilitated smoother discussions. Our close collaboration with government and semi-government entities like the UAE Food Bank, the Municipality, and Ne'ma has also added significant credibility to our efforts. Moreover, our international experience in food rescue programs—understanding the nuances of policies, incentive structures, and system development—has allowed us to effectively localize and adapt these programs for the UAE. Our strategy has always been to pilot and test these initiatives, and as these programs are relatively new, the tangible results we’ve achieved on the ground give our clients the confidence to see them as scalable, long-term solutions.
What is the average amount of food (in kilograms) donated by a single business partner per month? What types of businesses generate the highest amount of surplus food?
The amount of surplus food varies depending on the type of business, such as a hotel or mall, and the frequency of their surplus. On average, a hotel might donate around a thousand meals per month, translating to roughly 500 to 600 kilograms of edible surplus food. This number can differ for malls. For example, during the "Feed the Future" campaign last Ramadan, which we conducted in partnership with Majid Al Futtaim and the UAE Food Bank, we collaborated with multiple malls, each donating close to 2,000 kilograms of surplus food, equivalent to 4,000 meals.
When it comes to impact and education, malls typically offer greater opportunities for outreach and raising awareness. However, hotels, with their buffet services and centralized operations, often generate more surplus food. Additionally, industries like hospitals and universities also hold considerable potential—not only in the volume of food they can donate but also in their capacity to educate the public and emphasize the importance of reducing food waste.
You collaborate with the UAE Food Bank. In what ways have you contributed to the mission of the UAE Government, and how do you strike a balance between social responsibility and entrepreneurship?
A significant portion of our work aligns with government initiatives. Dubai has set ambitious targets to reduce CO2 emissions by 50% by 2030 and to ultimately achieve zero emissions by 2050. Since food waste contributes up to 9% of global CO2 emissions, addressing this issue is critical. Through our food rescue efforts, we not only support these government goals but also create meaningful social impact by ensuring more people have access to food.
Water conservation and the reduction of CO2 emissions are two of your primary objectives. How does food donation help these causes? Can you quantify Replate’s efficiency in reducing CO2 emissions?
When we rescue food, our focus is on three key metrics: the number of meals saved, the amount of water conserved, and the reduction in greenhouse gas emissions. These metrics account for the entire food production process—from planting and production to transportation.
We pay particular attention to CO2 emissions, especially methane. Methane is significantly more potent than CO2 as a greenhouse gas and is released when food decomposes in landfills. By rescuing food, we prevent these emissions.
The environmental impact varies depending on the type of food rescued. For instance, a kilogram of meat has a different impact compared to a kilogram of vegetables in terms of both water usage and CO2 emissions, due to the differing resources required for their production.
As a general rule, rescuing a kilogram of food can: Provide approximately 2.2 meals, reduce around 2 kilograms of CO2 emissions, save over 2,000 liters of water.
Each meal saved makes a substantial difference in these metrics. It's important to note that these metrics can vary from one country to another. While we follow established guidelines from the United States, we work closely with local organizations such as the UAE Food Bank, as well as policymakers and semi-government entities. This collaboration allows us to customize these metrics to meet local client and government needs, ensuring our food rescue efforts are both effective and relevant in different contexts.
What metrics do you use to measure the social and environmental impact of your clients’ donations? How do you evaluate the accuracy of these metrics?
For the social impact, we measure the number of meals provided and assess their quality. On the environmental side, our focus is on reducing CO2 emissions and conserving water per kilogram of food recovered. The accuracy of these metrics is grounded in research from the UN Food & Agriculture Organization, which we reference. We also customize and adjust these metrics based on the specific country, policies, and location in which we operate.
In addition, we leverage technology to scale and monitor donations. Each client reports their donations through our platform, detailing the number of meals, the type of packaging (tray or package), and the contents. This approach provides us with deeper insights and valuable data. Clients not only learn the number of meals they've donated but also gain insights into trends, such as the most frequently donated items (e.g., brown bread) and donation patterns (e.g., peaks on weekends). This data helps clients better understand their operations and learn how to prevent and reduce food waste in the long term.
Was it a big challenge for you when you first began operations in the UAE, given the differences in climate and other conditions here?
One of our biggest challenges, even before considering the climate, was creating an incentive program to encourage tenant participation. It can be difficult to ask clients to pay for surplus food collection, as this work is often seen as charity, which is typically expected to be free. To address this, we leverage technology to scale operations, track client activities, support government initiatives, and boost employee engagement. Companies engaged in mission-driven projects often see higher employee retention, as people prefer to work for organizations that give back. This approach provides significant value to clients, with each effort contributing to the larger mission.
Saving surplus food is a complex process involving the coordination of food movement, collaboration with multiple entities, ensuring proper distribution, and thorough documentation. Raising awareness and helping clients understand the importance of this work was a key focus of our initial efforts, even before addressing technology, PR, or CSR strategies. The biggest challenge was building an incentive program, as it required financial considerations. Clients need to see how they can offset costs or secure funding, especially with rising government costs for hauling organic waste. Reducing waste can save money, which can then be reinvested into food rescue programs.
While it's a challenging proposition, having the right mindset and finding a champion within the organization who believes in and understands our mission makes it more feasible. Ultimately, it's about doing what's right, not just what makes immediate financial sense.
Have you found the right people, and what factors do you use to identify the right kind of people to run this operation?
When approaching clients, we often discover that many lack a dedicated sustainability department or a specific individual responsible for such initiatives. Consequently, we frequently position our efforts from a marketing perspective, framing them as awareness campaigns or corporate initiatives before introducing the sustainability aspect. Through education and ongoing engagement, we identify key individuals who show genuine interest. We then focus our efforts on these champions, as their involvement becomes crucial when finalizing proposals and implementing programs.
Expo City Dubai serves as an exemplary case study. We began our journey there three years ago and have maintained our presence since, even relocating our offices to the site. This long-term collaboration underscores our belief that Expo City Dubai is genuinely committed to fostering a unique environment as a sustainability hub for the UAE. Their ongoing support and dedication to sustainable practices demonstrate the potential for successful partnerships in this field.
Are you a non-profit organization? If so, how do you generate operational revenue, and what keeps the business running?
Replate operates as a nonprofit in the U.S., where all profits are reinvested into technology, operations, and related activities. When we expanded to the UAE, we faced initial uncertainty about our operational model. We began with a six-month project in a specific environment and eventually obtained a license as a delivery company to support our operations.
In the UAE, we are not a nonprofit but operate more like a B Corp—a for-profit organization with a strong mission and vision. Our model continues to evolve based on market needs, policies, and our collaborations with the government.
Typically, our fee structure consists of two components:
- A one-time setup fee: This is determined by the scale of the client's engagement.
- A monthly fee: This covers reporting, access to our platform, and any necessary on-the-ground support.
This fee structure is flexible and varies depending on the client. For instance, our approach differs when working with a small restaurant compared to a hotel planning to scale up across multiple locations. Initially, we keep the fees modest to demonstrate the effectiveness of our solution. As we progress, we establish Key Performance Indicators (KPIs) based on these pilot projects to ensure long-term success.
Can you give us insights into your pricing strategy? How have you adapted it to suit the UAE market?
There are notable differences between our operations in the United States and the UAE. In the U.S., we manage our own operations and logistics, with established incentive programs in place. However, in the UAE, we rely on third-party partnerships and have had to develop different incentives to engage clients and encourage them to pay for our services.
Our strategy has evolved significantly over time. On the positive side, we've seen considerable progress over the past three years. Clients are increasingly recognizing the value of our services and how they align with government initiatives, leading to greater traction and engagement
While there's still much work to be done, the progress has been encouraging. We continue to adapt our approach to meet the unique needs and challenges of the UAE market.
What are your criteria for deciding who receives the donations? Do you have a fixed list of recipients, or do you track the social demand for donations on a real-time basis?
Our model incorporates two primary approaches: an external model and an internal, circular fridge model. In the external model, we connect clients with charities, primarily the UAE Food Bank. The internal model focuses on local redistribution.
In the external model, the UAE Food Bank collects most of the surplus food and manages distribution to designated recipients. Approximately 70% or more of these recipients are from work camps, particularly construction labor camps, and other specialized locations. The food bank meticulously ensures that donations reach the most vulnerable recipients, considering various factors such as the donation's location.
For the fridge model, we collaborate closely with clients to determine the most efficient distribution method. In some cases, the food bank manages the pickup, while in others, the food may be recirculated to support the workforce at a mall or other local facilities. The key objective is to prevent food waste. While the food may not always immediately reach the most vulnerable recipients, our priority is effective utilization and smooth operations. This approach allows us to progressively focus on targeting those most in need and ensuring the surplus is put to the best possible use.
How many tons of food have been rescued in the UAE so far, and how many meals do you provide daily to those in need, on average?
Since our inception at Expo 2020, we've successfully rescued over 150,000 meals across various projects, with a significant portion coming from our intensive six-month operation during the event itself.
As we continue to scale up and attract more client participation, our impact grows exponentially. Collaboration has been key to our success, and we're proud to have recently received government certification recognizing our projects as mission-driven by the UAE government. This level of collaboration and accreditation serves as a powerful motivator for clients to engage with and trial our initiatives. In my experience, once they do, approximately 90% of the time, these trials evolve into more permanent solutions.
You collaborate with the UAE Food Bank. In what ways have you contributed to the mission of the UAE Government, and how do you strike a balance between social responsibility and entrepreneurship?
In our approach, social responsibility and entrepreneurship are inextricably linked. Operating a food rescue program is far more than charity; it demands significant operational expertise, logistical planning, technological integration, and collaborative efforts to ensure food safety and program effectiveness. To scale our impact, we need increased private-sector involvement and financial sustainability.
Our journey began with Replate in the U.S., where we managed our own operations. In the UAE, we've partnered with third parties like the UAE Food Bank and introduced innovative solutions such as smart fridges and other approaches tailored to the local environment. Scaling this complex work requires both unwavering commitment and a sustainable business model.
Our next initiative, "The Food Rescue Program 2.0," which we plan to launch at Expo City, involves creating a food rescue unit akin to a café. This unit will assemble surplus food from various sources into complete meals, maximizing food value and minimizing waste. We aim to achieve a zero-waste mentality, potentially incorporating reusable packaging. This approach streamlines food rescue operations, addressing common hesitations about donating single items like rice or bread.
By transforming surplus into complete meals, we can scale the initiative more effectively and integrate it into larger organizations. While this presents significant operational challenges, we believe it's a crucial step in evolving our food rescue efforts and creating a more sustainable, impactful model.
You have your own web-based platform. How much investment has Replate made in technology to streamline food donation processes in the MENA region, and where did that budget come from?
We are currently in an ongoing process of scaling and learning from diverse custom projects. A substantial portion of our investment has been dedicated to enhancing and refining our data customization methods to deliver greater value to clients. This includes adapting to multiple languages and integrating with the smart fridge ecosystem to expand our offerings.
A significant share of our budget has been allocated to testing new ideas and collaborating with various stakeholders to fine-tune these models. This investment has been largely supported by our clients, who have partnered with us in these tests and pilot projects, demonstrating their commitment to our innovative approach.
You are the preferred food donation partner for many well-known brands. Have you considered extending your expertise to small restaurants around Dubai?
Our primary focus is currently on targeting clients that generate the largest surplus, such as hotels, mixed-use developments, airports, and other specialized locations. This approach allows us to maximize our impact and efficiency in the short term.
Looking ahead, we aim to refine our operations and strengthen our incentive structures to a point where we can effectively engage smaller restaurants. We recognize that these establishments typically have smaller budgets and generate lower surplus levels, which presents unique challenges. However, we believe that as our model evolves and becomes more robust, we'll be able to create solutions that make participation viable and attractive for these smaller-scale operations as well.
You also accept donations via cash and cryptocurrency. What proportion of your total donations come from these streams, and what prompted the unconventional payment mode of cryptocurrency?
The concept of accepting cryptocurrency donations emerged during the crypto boom, a period when many individuals were realizing substantial profits and felt motivated to support nonprofits, particularly in the U.S. Replate aimed to enhance inclusivity by accepting various forms of support, including grants and cryptocurrency.
However, this initiative was relatively short-lived and has since diminished in prominence. The proportion of donations received in cryptocurrency was minimal, driven primarily by the temporary hype surrounding digital currencies and the potential tax benefits for donors.
You have over a decade of experience in design and architecture. How does that knowledge translate into the success of Replate UAE?
Initially, I believed I was venturing into an entirely different field. However, I quickly discovered that my background in design and architecture, particularly my experience with malls and mixed-use developments, was incredibly valuable at Replate. My understanding of building operations, layouts, and the movement of waste and food allowed me to rapidly grasp our work and effectively demonstrate our solutions to large clients.
Furthermore, my experience in managing large-scale projects and collaborating with diverse stakeholders has proven crucial in coordinating efforts at Replate UAE. This skill set has been instrumental in navigating the complexities of our operations and building strong partnerships.
In retrospect, my architectural background has been a significant factor in our success. It has provided me with a unique perspective on spatial logistics and operational efficiency, which directly translates to more effective food rescue strategies. This unexpected synergy between my past experience and current role has been a key driver in our ability to innovate and expand our impact in the UAE.
What are the toughest challenges in the logistics of food donation? How do you overcome those bottlenecks?
My insight into the operations of various facilities—malls, airports, and others—revealed an opportunity to streamline our process. Instead of organizing individual pickups, we strategically placed central locations for receiving donations. This concept evolved into the development of the fridge system, which later advanced into smart fridges.
Now, we're taking this idea a step further by planning to introduce small cafés within organizations. This new initiative aims to ensure that absolutely no food goes to waste, creating a more efficient and comprehensive food rescue system.
Running an organization like Replate comes with its own trials and tribulations. Can you recount a specific moment or experience that reaffirmed for you that all your hard work and dedication are truly making a difference?
One memorable experience from our partnership with Krispy Kreme stands out: after their shifts, workers at places like the Mall of the Emirates or Yas Mall would pick up surplus donuts. The joy on their faces as they enjoyed a sweet treat was incredibly rewarding. I vividly recall one worker's reaction when he saw the our smart fridge—he smiled and said, "This is awesome, thank you."
These moments of direct social impact are powerful and highlight the unique ability of food rescue programs to bring people together. While the environmental benefits are essential, it's the human connection—seeing people appreciate the surplus and knowing that we’re making a difference—that truly drives us. In the end, it’s about brightening someone's day, and that’s what makes all the challenges worthwhile.
In the UAE, which Emirate is your primary location for operation?
Dubai is our primary location, but we're gaining significant momentum in Abu Dhabi. We also have several upcoming projects in Sharjah and are planning to expand to other Emirates as well. Recently, we received certification from ‘MAJRA,’ a government entity, which will enable us to launch a one-year project covering all Emirates. More details will be shared in the coming months, but consider this a sneak peek.
Finally, do you plan to achieve a net-zero impact with all your clients? Can you give us a projected timeline for such results to materialize in Dubai?
Achieving a net-zero impact is possible, but it requires a significant commitment. We are dedicated to aligning with government goals as we scale, with a strong focus on promoting zero-waste events, activations, projects, and initiatives. By demonstrating that these goals are both achievable and valuable, we hope to inspire more clients to join us in these efforts. While it's difficult to project a specific timeline, we are diligently working to make our operations as close to zero-waste as possible—ensuring not only effective food recovery but also that the food reaches the most vulnerable recipients.
*This interview was conducted by journalist Shameena Shaffi, with videography by Pashmita Keni.