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  • December 2021
  • Case
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Green Monday

By: José B. Alvarez, Billy Chan and Dawn H. Lau
  • Format:Print
  • | Language:English
  • | Pages:31
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Abstract

This case describes the entrepreneurial journey of David Yeung, from campaigning for plant-based diets to building Green Monday, a purpose-driven business and an ecosystem based in Hong Kong comprising a retail platform, an alternative meat brand (“OmniPork”), a non-profit foundation, and an impact investment arm. Green Monday had been reshaping the traditional concept of plant-based food into a modern and aspirational lifestyle by providing more food options to the growing number of flexitarian consumers in Hong Kong and beyond. But in fall 2021, challenges were emerging that could slow its rapid growth. Externally, the breakdown of the global supply chain caused by the COVID-19 pandemic was affecting the company’s expansion into new markets, such as mainland China, the U.S., and Southeast Asia. Internally, the strategy of operating multiple business models was testing the startup’s ability to find a balance between growing the business without diluting its strong mission and purpose. Given these constraints, Yeung had some important decisions to make regarding Green Monday’s growth plans. Should he continue the multi-business strategy or should he be more focused?

Keywords

Agribusiness; Plant-Based Agribusiness; Social Enterprise; Entrepreneurship; Business Startups; Business Model; Mission and Purpose; Growth and Development Strategy; Agriculture and Agribusiness Industry; Food and Beverage Industry; Retail Industry; Hong Kong; China; Asia

Citation

Alvarez, José B., Billy Chan, and Dawn H. Lau. "Green Monday." Harvard Business School Case 522-056, December 2021.
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About The Author

Jose B. Alvarez

Marketing
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  • Pairwise By: José B. Alvarez and Annelena Lobb
  • GHN and AhaMove: Last-Mile Delivery in Vietnam By: Kris Ferreira, Joel Goh and Dawn H. Lau
  • U.S. Retail Real Estate in 2020 By: José B. Alvarez, Jim Sylvia and David Lane
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