7-Eleven Hong Kong is advancing its sustainability efforts with a new cross-sector collaboration that turns used coffee grounds into new meals. Partnering with Maxim’s Group and its sustainable farming initiative, WeGen farming, the “Grounds to Goodness” project expands coffee-ground recycling to grow pesticide-free local vegetables, which are then upcycled into three new 7-SELECT ready-to-eat products.
The initiative collects spent grounds from 7CAFÉ locations. WeGen farming converts this waste into natural enzymes that enrich soil for regenerative agriculture. This method helps conserve water and soil, sustains biodiversity, and produces vegetables without pesticides or chemical fertilizers.
For this launch, 7-Eleven selected two seasonal vegetables grown using these coffee-ground enzymes: Okinawan bitter melon and butternut pumpkin. These ingredients form the basis of three new convenience meals, giving the upcycled produce a “second life” on store shelves.
The new products now available are:
- 7-SELECT Bitter Melon & Beef Rice (HK$33)
- 7-SELECT Fried Rice with Pumpkin, Diced Chicken & Salted Egg (HK$27)
- 7-SELECT Pumpkin Soup (HK$22)
This project builds on the success of 7-Eleven’s earlier “Grounds to Green” initiatives, which recently earned the company two ESGBusiness Awards for its contributions to upcycling and the circular economy. The collaboration aims to offer customers convenient, tasty choices that are also kinder to the planet.
The three new 7-SELECT upcycling products are available now at 7-Eleven stores across Hong Kong.