WeGen Initiative Surpasses 48 Tonnes of Food Waste Diverted

The WeGen Initiative — Hung Yat Group’s flagship circular economy partnership with Maxim’s Group and 7-Eleven — has surpassed 48 tonnes of pre-consumer food waste diverted from Hong Kong landfills.

Since launching in 2024, the initiative has collected fruit peels, coffee grounds, and other organic waste from over 70 Maxim’s locations across Hong Kong. Using proprietary microbiome technology, this waste is converted into nutrient-rich eco-enzyme formulations that replace chemical fertilizers entirely.

The resulting produce is sold back through 7-Eleven and Maxim’s outlets under the Grounds to Goodness brand, completing a fully circular supply chain.

Environmental impact

The programme has also avoided an estimated 43 tonnes of greenhouse gas emissions through optimised circular logistics — eliminating the carbon cost of landfill disposal while producing fresh, chemical-free food locally.

A replicable blueprint

The WeGen model is designed for replication. The compact geography and high food-and-beverage density of Hong Kong make it an ideal proving ground, and the model’s success with one of Asia’s largest conglomerates — Jardine Matheson, parent company of Maxim’s — provides a powerful credibility signal for expansion.

Rosewood Hotel has recently been introduced to the model through Maxim’s network and is evaluating the Regenovate system — a one-tonne-per-day food waste processing unit — as part of its sustainability roadmap.