7-Eleven HK’s coffee grounds now fuel fresh juice and fresh starts

7-Eleven Hong Kong has partnered with Foodlink Foundation and local social enterprise New Life Farm, to turn used 7CAFÉ coffee grounds into fertiliser to cultivate fresh, seasonal vegetables at New Life Farm.

These vegetables have been crafted into two new 7-SELECT juices – cucumber kiwifruit apple and beetroot apple. The new 7-SELECT juices are available from 10 September at physical stores across Hong Kong. 

The initiative comes after the brand launched the ‘Grounds to green’ coffee grounds upcycling programme – converting used 7CAFÉ coffee grounds into natural fertiliser to grow fresh vegetables. The produce is donated to local charities such as Pei Ho Counterparts, where it is prepared into hot meals for people in need. Building on this, phase two saw 7-Eleven partner with Maxim’s Group to release Coffee BOB, a canned craft beer supporting surplus food and coffee grounds recycling. 

This time, ‘Grounds to green’ extends environmental action into social responsibility, aligning closely with the vision of New Life Farm. As Hong Kong’s only farm-based vocational rehabilitation service centre, New Life Farm provides agricultural rehabilitation training for people in recovery from mental illness, helping them regain confidence, reintegrate into society and become more self-reliant.

This cross-sector collaboration gives both coffee grounds – and people in recovery – a meaningful second life, connecting customers to the possibilities of circularity and advancing a low-carbon, healthy "farm to table" model.

In conversation with MARKETING-INTERACTIVE, a spokesperson from 7-Eleven said as it moves into the third phase of this program, 7-Eleven is committed to further strengthening sustainability and addressing community mental health in partnership with New Life Farm. "Foodlink's extensive network allows us to reach more individuals in need, while New Life Farm's focus on vocational rehabilitation aligns perfectly with our vision of giving back to the community."

The partnership targets environmentally conscious consumers, families seeking healthier choices, and individuals interested in supporting local and socially responsible initiatives, added the spokesperson. "By collaborating with charitable organisations, local farms, and our customers, we create a sustainable cycle of care that gives back to society and the planet."

The initiative is promoted via a 360-degree marketing strategy, leveraging a variety of channels, including impactful social media campaigns, appealing reels videos and robust in-store promotions to reach the target audience. 

“‘Farm to table’ harnesses the power of upcycling to promote low-carbon, healthy eating,” said Patrick Lui, managing director, 7-Eleven Hong Kong & Macau. “7-Eleven has long championed upcycling coffee grounds. The first two phases of ‘Grounds to Green’ received strong support and delivered a positive sustainability impact. In phase three, we are taking ‘Farm to table’ further with local social enterprise New Life Farm and Foodlink Foundation – using coffee grounds to grow seasonal crops that become ingredients in 7-Eleven own-brand products, giving customers a wider range of planet-friendlier choices."

"This initiative embeds sustainability and corporate social responsibility, reflecting 7-Eleven’s commitment to the environment and society. Looking ahead, we will continue to explore the limitless possibilities of green circularity and open a new chapter in the circular economy," Lui added.

Chris Wong, head of professional services, (vocational rehabilitation, employment services and autism spectrum disorder services, New Life Psychiatric Rehabilitation Association (NLPRA), said: “We’re delighted to collaborate with 7-Eleven – it’s an important breakthrough for New Life Farm. 7-Eleven’s strong commitment to sustainability is inspiring. By turning coffee grounds into organic crops, this project gives people in recovery a rare chance to see their harvest transformed into new products for the market – a tremendous sense of achievement. I hope this is just the beginning, with more opportunities to co-create new products with 7-Eleven so even more people can enjoy the results of our partnership."

Aurea Yung, head of operations at Foodlink Foundation, said: “We’re delighted to leverage Foodlink’s network to further support 7-Eleven’s ‘Grounds to Green’ Coffee Grounds Upcycling Program. Phases one and two received very positive feedback, and phase three strengthens sustainability while extending its impact into community mental health in partnership with New Life Farm. It’s an innovative and meaningful programme. We look forward to continuing to work hand in hand with 7-Eleven to drive sustainability across multiple areas!"

Take your brand to new heights with cutting-edge AI strategies, innovative technology, and data-powered experiences. Don’t miss Digital Marketing Asia 2025 in Hong Kong on 20-21 October, where 200+ marketing leaders will explore game-changing trends, proven successes, and bold ideas shaping the future.

Related articles:

Maxim's and 7-Eleven HK introduce Coffee BOB to promote upcycling
7-Eleven HK redefines convenience retail with new concept store