JCR’s commitment to green agriculture and gastronomy

June 28, 2023

Maxim’s Group’s Japanese Chain Restaurants (JCR) division has been an influential presence in the Hong Kong food and beverage industry for decades, witnessing the evolution of authentic dining culture

JCR manages renowned Japanese restaurants such as Genki Sushi and sen-ryo in Hong Kong, with a presence in Southeast Asia too.

As a leading restaurant chain, the company upholds its corporate social responsibility by actively pursuing sustainable development solutions, fostering innovation, supporting the local economy and community, and promoting education for a better tomorrow.

JCR says it is committed to creating a sustainable world, with sustainability being a guiding principle in every aspect of its operations. The company firmly believes that its actions today will shape the world for future generations. Together with its stakeholders, it aims to contribute to the establishment of a sustainable future.

Sustainability campaign

JCR has implemented additional initiatives to further its commitment to sustainable development and raise environmental awareness. In alignment with the World Earth Day theme of “Invest in Our Planet,” the company launched the “Be Green, Live Green” campaign in April.

As part of this campaign, JCR brands offer a diverse range of “Green Choice” menu items, providing customers with greener dining options. The campaign simplifies the adoption of a green lifestyle, encouraging diners to consume more vegetables and reduce meat consumption to minimise their carbon footprint, ultimately contributing to a greener planet.

Another significant initiative involves JCR’s participation in a pilot project supporting local regenerative farming. By partnering with a Hong Kong-based farm, the firm actively supports the adoption of regenerative and sustainable farming practices. This collaboration aims to benefit both human health and the environment.

Reducing Waste, Preserving Resources

The pilot project focuses on transforming food waste into organic fertilisers, nutrient enhancers, and natural pest repellents, effectively creating a circular economy. Through this process, JCR helps produce high-quality vegetables devoid of pesticides and chemical fertilisers. The initiative not only mitigates the strain on landfills but also reduces the risks of air and water pollution through fewer chemical applications.

Continuous Improvement: JCR’s Focus on Innovation for Sustainability

JCR recognises the importance of educating both its teams and the community on sustainable practices.

Active participation in sustainable initiatives is crucial to fulfilling its societal responsibility and sustainable vision in all aspects of its development. By collaborating with various sectors of the community, the company aims to promote environmental protection and foster a better future for future generations.

JCR’s Role in Encouraging Sustainable Practices

JCR’s commitment to sustainability extends beyond providing environmentally friendly food options. The company is dedicated to integrating sustainable practices into its daily operations and engaging its staff members.

Moving forward, the company will uphold its commitments to sustainable initiatives, including ongoing education for its teams, community involvement activities, and more. Building a sustainable future requires action today, and JCR is determined to take significant strides towards a greener and more sustainable future for all.

See also: Rising demand for protein-rich food and changing lifestyles drive market growth

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