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Sustainability: the word is so frequently trotted out by brands, ambassadors, campaigns and countless initiatives that we start zoning out whenever someone attempts to preach on the subject. Instead of talking the talk, Benny Leung is here to make a difference with his coffee brand NOC.
A hospitality-industry veteran, Benny Leung embarked on a mission to create the ultimate coffee experience by satisfying consumers’ varied preferences on taste and texture. Recognising the growing trend of drinking coffee at home, Leung and team have designed a series of recyclable retail products that ensure anyone can brew a quality cup in their own kitchen.
How do you ensure your brand runs sustainably?
We trade directly with coffee farms to ensure quality and also to have visibility over their production. We partner with charities as frequently as we can on community programmes that educate and encourage the public to partake in product recycling. Our stores are gradually growing into plastic-free operations; our renovations for new store locations use mostly recycled materials.
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Are there any difficulties with sustainable practices that are unique to Hong Kong?
It’s heart-warming to see how far public awareness has grown for sustainable practices, but Hong Kong is still far behind. A lot of people, including myself, are still learning what steps can be taken to do our part for the environment. Government support and education can help speed things up, so I’m hoping to see advancement in this area soon.
Are there any areas of improvement that could make your brand more sustainable?
There’re many things we can do. We just opened our retail store and are running reward programmes and discounts to encourage customers to bring our products – namely our new instant coffee cups – back to the store for recycling. We’re also in discussions with local recyclers to maximise our recycling efforts. It’s important to me that we achieve real results rather than use ESG goals as PR messaging. With everything we do, we’ll share our real progresses to show that sustainability isn’t a shiny badge of honour but really a long-term objective to improve quality of life for everyone.
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