Company/Organization

Green Monday Group

Case name

Green Monday: Building an ecosystem for future food

Project description

Among the many actions environmentalists advocate to mitigate climate change and reduce the environmental impact of the food system, transitioning to a more plant-based diet is considered by many to be a crucial step. Hong Kong's Green Monday Group was launched to address these environmental concerns. While Hong Kong's vegetarian and vegan population is relatively small, Green Monday's strategy of popularizing plant-based food is credited with contributing to the eightfold increase in the number of flexitarians that Hong Kong has seen over the past eight years.

From its beginnings as a social impact campaign calling on residents to eat plant-based once a week to its growth into a large multi-brand business platform and innovator of plant-based meat alternatives, Green Monday has adhered to its core mission of achieving sustainability. Step by step, Green Monday has established a comprehensive engagement system to promote plant-based diets in universities, corporations, restaurants, supermarkets and retail shops, and other segments of the food industry.

Green Monday stands out among the many plant-based brands in Asia as a pioneer in its field, and also as a business with an exceptionally macroscopic perspective and comprehensive approach to popularizing plant-based diets and developing Asia's plant-based industry ecosystem.