7-Eleven cares deeply about environmental conservation and community development and is committed to corporate social responsibility. Last year, it launched Hong Kong’s first sustainable green cycle of care initiative – the ‘Grounds to Green’ Coffee Grounds Upcycling Program – 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. Coffee BOB won Bronze at the Hong Kong International Beer Awards 2025 (Speciality Beer – Non-Aged), recognising its quality and taste and generating strong positive industry feedback.

More than a year on, 7-Eleven is expanding the programme’s circular impact. This September, phase three will fully drive the ‘Farm to Table’ cross-sector collaboration: in partnership with Foodlink Foundation and local social enterprise New Life Farm, used 7CAFÉ coffee grounds are turned into fertiliser to cultivate fresh, seasonal vegetables at New Life Farm; these have been crafted into two new 7-SELECT juices – Cucumber Kiwifruit Apple and Beetroot Apple.

‘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.

Driving ‘Farm to Table’ to advance the circular economy

“‘Farm to Table’ harnesses the power of upcycling to promote low-carbon, healthy eating,” said Mr 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.”

Ms 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.”

Ms 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!”

The new 7-SELECT juices launch on 10 September – share the taste of ‘Grounds to Goodness’ and make everyday choices that are kinder to the planet.