WeGen farming is a sustainability initiative of Maxim's Group in partnership with local farms.

Food safety and traceability have become growing trends among the general public, along with eco-friendly agriculture practices. And Maxim’s Group responded with the WeGen farming project to meet this urging demand. Since 2022, we have been working closely with our local farm partners which deploy eco-friendly regenerative farming techniques, growing produce with zero pesticide and zero chemical fertilizer. These crops are then served in the Group’s restaurants as high-quality and healthy dishes. This project results in a circular model that achieves a win-win situation for customers, farmers as well as the environment.

The name “WeGen farming” combines the concepts of "We" and "Regenerative" to invite people from all walks of life to savour the seeds of change.

Maxim's Group is committed to promoting the concept of “circular economy” in the food and beverage sector. Through collecting and upcycling pre-consumer food waste, WeGen farming realises waste reduction at source, resource recycling, and reduces the burden on the environment through building a sustainable business model.

Features of WeGen farming:

1. Collection of pre-consumer food waste and transformation into enzymes to enhance soil nutrition and prevent pests;
2. Zero pesticide and zero chemical fertilizer, preserving the best taste and nutrition;
3. Eco-friendly farming practices aligning with the seasons to protect the environment and maintain biodiversity;
4. Maxim’s chefs incorporate WeGen produce into menus to promote high-quality and healthy dining;
5. Supports local low-carbon agriculture and builds a circular economy.

Participating brands: