7-Eleven and Maxim's expand upcycled coffee grounds food line

Building on its initial upcycling efforts, 7-Eleven Hong Kong has expanded its "Grounds to goodness" initiative in partnership with Maxim's Group and local agriculture platform WeGen Farming.

The programme turns used coffee grounds from over 760 7CAFÉ outlets into natural, enzyme-based fertilizers, which are then used to cultivate regenerative local crops for a new line of ready-to-eat products.

The expanded 7-SELECT product range spans five categories—rice boxes, soups, congee, onigiri, and bakery items—making circular economy produce accessible across all daily meal times. The latest lineup incorporates three local crops grown using these upcycled enzymes: chestnut-flavoured pumpkin, sweet corn, and Okinawan bitter melon, said the spokesperson from 7-Eleven Hong Kong & Macau. 

Independent research conducted by sustainability consultancy RESET CARBON found that the carbon footprints of the pumpkin, bitter melon, and corn grown via WeGen Farming's regenerative methods were reduced by 41%, 7%, and 37% respectively compared to conventionally farmed varieties.

Local grower Wong Chin Ming (Ming Gor), owner of Hung Yat Farm, noted that the natural enzymes significantly improved soil health and crop yields while eliminating the need for chemical pesticides and synthetic fertilisers.

Targeting mass consumers as well as eco-conscious shoppers, the campaign is supported by an integrated marketing push encompassing PR outreach, social media campaigns, in-store POSM, owned digital channels, and media/KOL engagements, added the spokesperson. 

Patrick Lui, managing director, 7-Eleven Hong Kong & Macau, said: "Grounds to Goodness has never been only about product innovation. It is about using 7-Eleven's retail network to turn sustainability from an idea into an everyday action."

"Over the past two years, we have turned coffee grounds into an agricultural resource. This year, we’re bringing the circular economy closer to customers' daily lives through a wider range of fresh food. With every purchase, customers support resource recycling and local farming, and help create environmental and social value together," Lui added.

Emmy Kan, chief operating officer (Hong Kong & Macau), Maxim's Group, said: "This collaboration shows how the circular economy moves from concept to scale. Through WeGen farming's circular regenerative model, we convert coffee grounds and other pre-consumed food waste into a range of natural enzymes, use them to grow local crops and bring those crops to customers' meals."

"It connects resource recycling, local farming and the consumer market. Working with 7-Eleven gives us access to a broad, large-scale retail network, allowing us to extend how circular regenerative produce is used and raise the value of local crops. It shows how the circular economy can deliver environmental, social and economic benefits," Kan added.

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