Sustainable. Innovative. Wholesome. Responsible.
Since its inception in 2012, social enterprise Green Monday has been reducing our carbon-footprint one meal at a time by raising awareness of the livestock industry’s towering impact on global warming and changing the F&B landscape in Hong Kong. Today, at least 1.6 million Hong Kongers are practicing some routine of vegetarianism. The public are starting to realize and exercise the power of their dietary decisions on the planet.
Green Monday’s co-founder David Yeung has always wanted to do away with the misconceptions that meatless means a lack of choice and inferior nutrition, pointing to the global trend where plant-based diets are already an integral part of the mainstream. For instance, Americans and Europeans are shifting to Food 2.0 – an umbrella term covering a multitude of innovations that can replace animal products altogether. Admittedly, Asia still has a lot of catching up to do. This is why Green Monday is opening the first plant-based concept store of its kind – Green Common –to bring Food 2.0 and a revolutionized food mindset to Hong Kong. Our mission is to make it a norm to eat in a way that is good for ourselves, good for others, and good for the planet. In other words, we want Green Common to be where common good becomes common sense.
The Food 2.0 Revolution
You are what you eat. Food doesn’t only affect your body. It also defines who you are. Today, at least two out of every three farm animals in the world are factory farmed, which means heavy use of antibiotics and chemicals. To many, factory farming is an inhumane way to raise animals. Not to mention that it is also environmentally devastating. In Europe and America, a new breed of supermarkets such as Whole Foods Market and Eataly have arisen, ushering in a reformed philosophy of sourcing, quality control and customer education. Along the same thought process, Green Common decides to take this one step further by opening a 100% plant-based concept store.
The four maxims behind Green Common’s selection process are: sustainable, innovative, wholesome and responsible – which is what Food 2.0 is about. We are introducing “the future of protein” to Hong Kong, made by groundbreaking technology that recreates the texture and taste of meat with plant molecules whilst being nutritiously superior. In addition, you will find and learn how to eat superfoods at Green Common – fruits and veggies that pack large doses of antioxidants, polyphenols, vitamins and minerals, such as quinoa, kale, coconut, beetroot and aloe vera. Green Common is a one-stop concept: from snacks to fresh produce to staple foods, you will find everything here to satisfy a whole family. We empower you with choices to show how tasty and diverse plant-based dishes can be just as they are nutritious, ecological and fair.
To cater to individual needs, such as the dietary practices of different religions, intolerances to eggs, lactose or gluten, we have also implemented a comprehensive labeling system so that you have all critical information at a glance.
From Mindful Eating to Mindful Living
Mindfulness is a consistent theme throughout Green Common: from the Climate Change Gallery, to enlightening quotes, stories behind different foods, the sharing zones of recipes, books, reusable shopping bags and free refills of water bottles, every detail seeks to inspire a more holistic mindset towards food. Eating is not simply an act to fill our stomachs. Every meal is an opportunity to learn about the interdependence between us and the ecosystem.
To reinforce the learning experience, Green Common will also hold regular educational events, including Veggie Mom Christine’s cooking classes (a master vegetarian chef who has a large number of fans online), raw food culinary classes and free monthly seminars on food labeling.
In order to best present the store concept, Green Common invited local design and production company Greentrooper Design Studio to take up the interior project. Green Common also invited Mr. Wong Chi-chung, a famous radio program host to pick the playlist inside the store to make the shopping experience more enjoyable.
The Two CSR’s: Corporate Social Responsibility and Customer Social Responsibility
David has always emphasized the importance of the two CSR’s: Corporate Social Responsibility and Customer Social Responsibility and that they should go hand-in-hand. Hence Green Common incorporates numerous social elements into our operation.
For example, we will launch a “Green Monday Cook Easy Pack” at Green Common – a joint project by Veggie Mom Christine and the social enterprise Cook Easy (under Tung Wah Group of Hospitals). While busy Hong Kongers can benefit from these convenient food packs with recipes designed by Veggie Mom, they are also supporting the creation of job opportunities for people with disabilities at Cook Easy.
Another social project which Green Common supports is the Food Angel x Green Monday "Rice for Gift" initiative. 1% of each transaction at Green Common goes to "Rice for Gift", where every HK$1 completes a lunch box with rice to be delivered to people in need.
In addition, to support local businesses, we give priority to products sourced from Hong Kong organic farms, social enterprises, SMEs and fair-trade organizations.
Special thanks to Hopewell Holdings, whose support has been vital to the birth of the first Green Common. Situated at Hopewell’s Garden East in Wan Chai, our concept store can utilize their 2,000 sq ft back garden for events and we are also studying the possibility of setting up an urban farm. The location is set to become a buzzing venue for everything green and social.
Green Common: Where Common Good becomes Common Sense.
Address: Shop 2, 222 Queen’s Road East, Wan Chai, Hong Kong
Telephone: +852 2263 3152
Opening Hours: Monday to Saturday – 9:30am – 8:30pm
Sunday – 10:00am – 8:30pm