Green Monday Launch in Singapore
(Singapore, 16th November 2018) Green Monday, a social venture originating and based in Hong Kong promoting sustainability and plant-based lifestyle, officially launched in Singapore today. Committed to championing a wholesome plant-based diet to reduce environmental footprint and improve public health, the movement successfully shifts 1.6 million Hongkongers to adopt such a diet at least one day per week. Its venture arm Green Common makes plant-based dining accessible to the masses by introducing sustainable, nutritious and innovative food2.0 inventions, such as Beyond Meat, Omnipork, Gardein and Daiya. The synergistic model of Green Monday is recognized internationally as it has been featured in Forbes, Bloomberg and CNN. In September, Founder David Yeung was awarded Social Entrepreneur of the Year by World Economic Forum/the Schwab Foundation.
The United Nations has recently urged the world to consume less animal products to mitigate climate, hunger and poverty issues. In light of the imminent catastrophic consequences of climate change, Green Monday has been raising public awareness of the correlation between diet and the environment since its launch in Hong Kong in 2012. Having catalyzed the plant-based movement in its home city, it is striving to replicate the success of Hong Kong in other regions.
Founder David Yeung explains choosing Singapore as the next target market, “Given the striking similarities economically and socially between Hong Kong and Singapore, not to mention the latter being one of the leading energy and technology hubs in Asia Pacific, Singapore is a natural choice for us to further spread the plant-based movement. We are extremely delighted to see how the plant-based sphere in Singapore has been gaining momentum since the launch of the game-changing Beyond Burger in August. We are excited that Singaporeans truly embrace this lifestyle for environment, health and animal reasons and we plan to bring our movement to other South East Asian countries next year.”
Singapore ready for plant-based innovation
Mezza9 at Grand Hyatt Singapore was the first F&B outlet to launch the Beyond Burger in August and it proved to be a big hit. In just three days, a whopping number of over 3000 burgers were sold at the food truck set up at the hotel driveway.
In an attempt to make plant-based dining easier for the public, Green Monday has rolled out the restaurant programme which works with F&B partners to provide at least 2 plant-based options on their menu. Thanks to the rising interest in and demand for plant-based fare in Singapore, about 20 restaurant/hospitality groups with over 80 outlets have already enrolled in the programme, including hospitality groups Grand Hyatt Singapore, Mercure Singapore on Stevens, Novotel Singapore on Stevens, Plaza Premium Lounge and The Fullerton Hotel Singapore, restaurant chains Cedele, PizzaExpress, Prive and SaladStop!, Michelin-recommended Whole Earth, fast food joints Hello Baby and Wolf Burgers as well as independent eateries Carvers X, HRVST, Open Farm Community and Original Sin. These restaurant partners also feature food2.0 inventions, such as The Beyond Burger and Omnipork, in some of their dishes.
In addition to partnering with restaurants, Green Monday strives to make plant-based home cooking much easier by introducing food2.0 retail products to Singapore. Beyond Meat will be available at sales points Four Seasons Organic Market, Habitat, honestbee online and RedMart later this year while Omnipork will be on sale early next year.
Green Monday also leverages the network of corporations to catalyse the workforce towards more sustainable and healthier lifestyle. Global investment management firm BlackRock and leading co-working space provider JustCo support the plant-based movement by engaging their employees and members in a number of Green Monday initiatives. BlackRock is also the venue sponsor at Asia Square Tower One for a charity event on November 19 organized by Carvers X for underprivileged kids from MILK, fully supported by Green Monday. At the event, participants will sample Omnipork sandwiches and learn about the Green Monday movement. This would hopefully inspire other companies to incorporate plant-based elements in their corporate social responsibility.
To download high resolution images of the launch ceremony & dish photos,
please refer to: http://bit.ly/greenmondaysg