Maxim’s and 7-Eleven join forces to turn surplus food into crops

Maxim’s Group has joined forces with 7-Eleven and Hung Yat Farm to convert pre-consumer food waste into environmentally friendly crops, introducing an innovative initiative that supports sustainable agriculture and reduces waste.

The "WeGen farming" regeneration agriculture programme involves transforming pre-consumer food waste into enzymes and cultivating pesticide-free and fertiliser-free premium crops for its restaurants. This technology not only enhances agricultural yield but also extends to improving soil health, disease prevention, and applications in aquaculture, creating higher value outputs from local kitchen waste. 

An independent assessment commissioned by Maxim's also reveals that locally produced cherry tomatoes and salad greens have a carbon footprint 16% to 51% lower than imported ones. This reduction is due to shorter transportation distances, improved carbon sequestration from regenerative farming, and lower greenhouse gas emissions from avoiding kitchen waste landfilling.

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In fact, the programme follows last year's collaboration to transform 7CAFÉ coffee grounds into BOB Coffee Beer. This time, with support from 7-Eleven, the coffee grounds given to Hung Yat Farm are converted into enzymes for cultivation and used to develop three new "Grounds to goodness" 7-SELECT products, now available at all 7-Eleven stores. They include "7-SELECT pumpkin soup", "7-SELECT fried rice with pumpkin, diced chicken, and salted egg," and "7-SELECT bitter melon and beef rice," all made with regeneratively farmed Okinawan bitter melon and cream pumpkin.

Since the launch of "WeGen farming" at over 70 Maxim’s outlets in 2024, and its expansion to partner institutions and cafeterias in early 2025, Maxim's has supplied more than 48 tonnes of pre-consumer food waste (including fruit peels, strawberry tops, and coffee grounds) to Hung Yat Farm. The farm converts this waste into nutrient-rich bio-enzymes that significantly boost the growth and flowering of crops such as cherry tomatoes, bitter melons, and pumpkins. 

The regenerative agriculture has also attracted research interest from Jack Ip, assistant professor at Lingnan University. His findings indicate that fruit peel enzymes can improve photosynthesis in diseased tomatoes, potentially preventing fungal spread. A six-month trial with these enzymes in aquafeed showed increased fish growth and weight, suggesting reduced feed costs and environmental impact.

Pippo Au, head of supply chain of Maxim’s Group, said: "Our various circular economy projects have successfully avoided about 43 tonnes of greenhouse gas emissions. We will continue promoting sustainable development through waste reduction at source and waste-to-resource policies. We are honoured to have 7-Eleven's support in transforming coffee grounds into enzymes and through their retail network, allowing customers to enjoy high-quality, healthy agricultural products and experience the concept of regenerative agriculture."

Patrick Lui, managing director of 7-Eleven Hong Kong and Macau, said: "In the third phase of ‘Grounds to green’, we are fully committed to 'grounds to goodness’. By partnering with Maxim's and WeGen farming, we transform coffee grounds into enzymes to grow local vegetables and upgrade them into new products, integrating sustainable elements into our offerings.”

“This cross-sector collaboration demonstrates 7-Eleven's commitment to promoting regenerative agriculture and preconsumer food waste recycling, setting new industry benchmarks and fostering sustainable development. We will continue to explore green recycling possibilities,” Lui added. 

MARKETING-INTERACTIVE has reached out to Maxim’s and 7-Eleven for more information. 

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