More Good

What More Good does

More Good is a Hong Kong-registered charity (IR-File No. 91/18335) founded in 2021 by Brian Fung, Kenneth Chan, Matt Abergel, Tim King, and Kiyoshi Hoshimi-Caines. The organization operates from an 8,000 sq. ft venue in Chai Wan containing a professional chef-grade kitchen, an open-plan event space, and an outdoor terrace capable of hosting 80 seated or 180 standing guests. Its core program, More Good Meals, mobilizes volunteers in Monday/Friday/Sunday preparation sessions to cook and package nutritious meal boxes that are distributed — directly and through partner charities (ImpactHK, Justice Centre Hong Kong, Refugee Union) — to elderly, low-income, homeless, and refugee populations in Chai Wan, Jordan, Sheung Wan, and Tai Kok Tsui.

The organization's revenue and funding model blends charitable donations, corporate and event-driven fundraising, social-enterprise activity, and merchandise. Donation tiers range from HK$100 (covers 10 meals) to HK$15,000 (weekly education-plus-food programming), with tax-deductible status. The More Good Lunch Club sells corporate lunches from HK$100 per person with a 2:1 donation match (each purchased meal funds two donated meal boxes). Venue hire and branded events (e.g., Zou Zit Dinner at HK$2,800/seat, Lunar New Year Feast at HK$2,688/seat) generate profits routed to the foundation. The inaugural More Golf More Good Charity Classic in 2025 raised HK$1.24 million, with sponsorship tiers from HK$30,000. Notable impact metrics include 15,700+ meal boxes distributed in 2022, 460+ individuals served across four communities, and a 750-meal-per-week production capacity with a 25% expansion target.

More Good's go-to-market is community-led and event-driven, anchored by a high-prestige culinary partner network that includes Yardbird, ANDO, Mono, Amber, Little Bao, Hansik Goo, Ecriture, Roganic, Estro, and Embla, plus corporate partners across financial services (J.P. Morgan, BNP Paribas, Barclays, Fidelity, TPG, MSCI) and lifestyle brands (lululemon, Soho House, Rosewood). The organization received the 2023 Tatler Dining Impact Award. Distribution channels are domestic Hong Kong only, with no proprietary technology stack; operations are managed by a small core team with extensive volunteer support.

Name

More Good

Legal name

More Good Foundation Limited

Website

https://moregoodhk.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

More Good is a Hong Kong-registered charity that uses volunteer labor in a chef-grade kitchen to prepare and distribute nutritious meal boxes to elderly, low-income, homeless, and refugee populations across four neighborhoods, funded by donations, corporate Lunch Club orders, venue hire, and fundraising events.

Ownership category

akta.pro rank

Product category

Food Charity Services

NAICS

Community Food Services (624210), Caterers (722320), Food Service Contractors (722310)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Gala, Fundraiser & Nonprofit Event Catering (THAHAKAF)

akta.pro secondary industries

Sustainable Agriculture & Food Systems (Fair Trade, Food Access, Regenerative) (BPAGALAD), Event Catering (Weddings, Social, Private Parties) (THAFAIAB), Wedding & Social Event Catering (THAHAKAE)

Keywords

• Community meal programs
• Charity event hosting
• Volunteer meal preparation
• Social enterprise catering
• Corporate team building

Headquarters

HQ city

Chai Wan

HQ country

Hong Kong SAR China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Donations: Individual and corporate donations received through various payment methods including PayMe, credit card, FPS/bank transfer, and cheque. Donations are tax-deductible as the organization is a registered Hong Kong charity (IR-File No. 91/18335).
2. Lunch Club Corporate Orders: Corporate lunch orders where each meal box purchased results in two nutritious meal boxes donated to communities in need. Menu starts from HK$100 per person.
3. Event Tickets and Hosting: Revenue from hosted events including dinners, parties, and fundraising events. Ticket prices range from free to HK$2,800 per person depending on the event.
4. Merchandise Sales: Sales of branded merchandise including t-shirts and hats starting from HK$250.
5. Venue Hire: Profits from venue hire services for corporate events, team building, and private celebrations. The 8,000 sq. ft venue can host 80 seated or 180 standing guests.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

More Good Foundation Limited is a Hong Kong registered charity (IR-File No. 91/18335) that operates a social-enterprise model combining meal box donation with event hosting. Volunteers and professional chefs (including Matt Abergel of Yardbird and Head Chef Mike Silva) prepare high-quality, nutritious meals in an 8,000 sq. ft professional kitchen in Chai Wan, which are then distributed to elderly, low-income, homeless, and refugee communities in Hong Kong. Revenue-generating activities include the More Good Lunch Club (corporate lunch catering with 2:1 meal donation matching), Venue Hire for corporate and private events, branded merchandise sales, and the annual More Golf More Good Charity Classic.

Product overview

More Good is a Hong Kong food charity (Registered Charity IR-File No. 91/18335) operating a dual social enterprise model consisting of More Good Foundation (charitable entity) and More Good Events (social enterprise). The core offering is More Good Meals, a meal box donation program where volunteers prepare nutritious meals in a professional 8,000 sq. ft kitchen in Chai Wan for distribution to vulnerable communities. Supporting services include More Good Events (venue hire and event hosting), the More Good Lunch Club (corporate lunch ordering with 2:1 donation matching), Volunteer Sessions, the annual Charity Golf Classic fundraiser, and branded merchandise. All profits from events and venue hire are allocated to the More Good Foundation's food assistance programs serving elderly, low-income, homeless, and refugee communities across Hong Kong.

Differentiator

Problem solved

Functional benefit

Brands

• More Good Lunch Club: Corporate partnership program where companies can order healthy lunches, with 2 nutritious meal boxes donated to communities in need for each meal purchased.
• More Golf More Good Charity Classic

Products and services

• More Good Meals A meal box donation program where volunteers prepare high-quality, nutritious meals in a professional chef-grade kitchen under Head Chef Mike Silva and co-founder Matt Abergel (Yardbird). Meals are distributed to vulnerable communities including elderly, low-income groups, homeless individuals, and refugees in Hong Kong, with current output of 750 meal boxes per week and a target 25% weekly expansion.
• More Good Events Event hosting services including branded events, private celebrations, and cause-related events held at More Good's 8,000 sq. ft venue in Chai Wan. Past events include the Zou Zit Dinner (HK$2,800/person), Holiday Dinner with Yardbird (HK$1,088), Lunar New Year Feast (HK$2,688), and Cry Me To The Moon Vol.4 (HK$400), with profits supporting the charity's meal box initiative.
• More Good Lunch Club Corporate lunch ordering service where healthy lunches are prepared with quality ingredients. Menu starts from HK$100 per person, with free delivery for orders over HK$5,000. For each meal purchased, More Good donates 2 nutritious meal boxes to communities in need.
• Venue Hire Rental of More Good's 8,000 sq. ft multi-purpose venue featuring an open-plan event space, outdoor terrace, and professional kitchen that can host 80 pax seated and up to 180 pax standing. Available for corporate events, team-building workshops, and private celebrations, with profits supporting the More Good Foundation's charitable activities.
• More Golf More Good Charity Classic Annual golf fundraising event hosted by More Good Foundation as the charity's primary fundraiser. Features tournament play, multi-tier sponsorship opportunities (HK$30,000 for 4 players participation; HK$50,000 for 4 players sponsorship), and promotional activities through social media, email marketing, and PR.
• Victoria x More Good Merchandise Branded merchandise collaboration featuring apparel items including t-shirts (small to extra large) and hats starting from HK$250, with proceeds supporting the More Good Foundation's meal box initiative.

Quantifiable outcome

• 15,700+ meal boxes distributed in 2022
• +4 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

31 partnerships are on record, tiered major, core and minor.

• Golf Classic 2025 SponsorsmajorGTM or Marketing Partner · 1 January 2025Multiple sponsors supporting the More Golf More Good Charity Classic 2025, a scramble format tournament expecting 100-150 participants with goal of raising HK$1,200,000.
• ImpactHKcoreStrategic or Co-development PartnerImpactHK works closely with people experiencing homelessness to help them settle in safe homes and restore mental and physical wellbeing. More Good provides nutritious meals to these communities who often lack access to proper nutrition.
• Justice Centre Hong KongcoreStrategic or Co-development PartnerJustice Centre is a non-profit providing support to refugees and asylum seekers. More Good provides meals to be enjoyed during weekly group gatherings in Jordan.
• Refugee UnioncoreStrategic or Co-development PartnerHong Kong's only refugee-led society assisting refugees since 2014, working to safeguard refugee rights. More Good provides meal donations to support their community.
• ANDO (Chef Agustin Balbi)coreStrategic or Co-development PartnerAmbassador and organiser. Chef Agustin Balbi leads monthly volunteer sessions and coordinates restaurant collaborations for meal box donations, aiming for 2,000+ meal boxes in 2023.
• YardbirdcoreStrategic or Co-development PartnerCo-founded by Matt Abergel. Yardbird provides culinary expertise and hosts collaborative fundraising events like the Holiday Dinner.
• Mono (Chef Ricardo Chaneton)coreStrategic or Co-development Partner2 Michelin-starred restaurant participating in meal box donation collaborations and fundraising events.
• Amber (Chef Richard Ekkebus)coreStrategic or Co-development Partner2 Michelin-starred French fine dining restaurant participating in ANDO's meal box donation initiative.
• Little Bao (May Chow)coreStrategic or Co-development PartnerModern Chinese bistro by May Chow participating in meal box donation collaborations.
• Hansik Goo (Chef Steve Lee)coreStrategic or Co-development Partner1 Michelin-starred Korean restaurant participating in meal box donation collaborations.
• EmblacoreStrategic or Co-development PartnerContemporary Nordic fine dining restaurant participating in ANDO's meal box donation initiative.
• Ecriture (Chef Maxime Gilbert)coreStrategic or Co-development Partner2 Michelin-starred French-Japanese restaurant participating in meal box donation collaborations.
• Estro (Chef Antimo Maria)coreStrategic or Co-development PartnerElevated Neapolitan restaurant participating in meal box donation collaborations.
• Roganic Hong Kong (Chef Ashley Salmon)coreStrategic or Co-development Partner1 Michelin-starred and Michelin Green Star recipient participating in meal box donation collaborations.
• J.P. MorganmajorGTM or Marketing PartnerCorporate partner that has hosted client lunches and workshops at More Good venue, supporting the charity's mission.
• BNP ParibasmajorGTM or Marketing PartnerCorporate partner that has conducted volunteer days with More Good.
• lululemonmajorGTM or Marketing PartnerAthletic apparel brand that hosted internal workshops at More Good, integrating their values with the charity's goals of feeding those in need.
• Hong Kong Beer CominorGTM or Marketing PartnerHosted media days and trivia nights at More Good venue.
• Soho House Hong KongminorGTM or Marketing PartnerPrivate members' club collaborating on events like the Gather & Grill Fall Cookout.
• Fernet HunterminorGTM or Marketing PartnerSpirits brand that has launched products at More Good with portions of proceeds donated to the foundation.
• The Shed HKminorGTM or Marketing PartnerChildren's program co-founded by Tim King, collaborating on family day events.
• First Initiative FoundationminorGTM or Marketing PartnerFoundation supported through events like Cluck & Chug charity event.
• RALLYminorGTM or Marketing PartnerGiving circle for gender equality that partnered with More Good for Sip 'n Support fundraiser, raising HK$88k for girls' education charities.
• Chino (Chef Erik Idos)minorStrategic or Co-development PartnerChef Erik Idos hosted 'More Good Times' event with proceeds supporting More Good's social projects.
• ArcaneminorGTM or Marketing PartnerRestaurant/bar participating as sponsor and collaborator.
• Bar LeoneminorGTM or Marketing PartnerBar participating as sponsor and collaborator.
• Rosewood Hotel GroupminorGTM or Marketing PartnerLuxury hotel group listed as sponsor.
• South China Morning PostminorGTM or Marketing PartnerMajor newspaper supporting as media partner.
• The Executive CentreminorGTM or Marketing PartnerFlexible workspace provider listed as sponsor.
• EnrichminorStrategic or Co-development PartnerNGO for domestic helpers that participated in Filipino Fiesta event.
• HELP (Domestic Helpers)minorStrategic or Co-development PartnerNGO supporting domestic helpers that participated in community events.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Food Angel: Hong Kong-based food charity that prepares and distributes meals to underprivileged communities from a central kitchen. Operates a similar dual-impact model combining meal production, volunteer engagement, and food rescue in the same city and beneficiary segments as More Good.
• Feeding Hong Kong: Hong Kong food bank redistributing surplus food to charities serving vulnerable populations. Highly comparable geographic footprint and beneficiary focus (low-income, elderly, refugees), though More Good differentiates through chef-led fresh meal preparation rather than food rescue.

Broad incumbents

• OzHarvest: Australia's largest food rescue charity preparing and distributing meals to vulnerable communities. Operates at materially larger scale than More Good, with a chef-engagement model (e.g., celebrity chef ambassadors) that mirrors More Good's ANDŌ/Yardbird partnership structure.
• World Central Kitchen: José Andrés-founded non-profit providing meals in disaster and crisis settings using chef-led kitchens. The closest international analog to More Good's chef-grade-kitchen + vulnerable-community-meal model, though at significantly larger scale and with a crisis-response focus.
• DC Central Kitchen: US non-profit that combines vocational culinary training with meal distribution to vulnerable populations. Comparable operating model — chef-led kitchen producing high-quality meals for food-insecure beneficiaries — though with a stronger workforce-development angle.

Others

• Sustain: Gleaning Network: UK-based network coordinating volunteers to harvest surplus produce for food redistribution. Thematically adjacent to More Good's food access mission but operating in gleaning rather than prepared-meal distribution.

Emerging players

• ImpactHK: Hong Kong non-profit serving people experiencing homelessness. Already a direct beneficiary partner of More Good (provides meal distribution), and operates overlapping programs in Chai Wan and broader HK with similar volunteer-driven food assistance.
• Refugee Union: Hong Kong refugee-led society and direct More Good partner. Operates in adjacent beneficiary space (refugees/asylum seekers), with mission overlap on food assistance and similar volunteer-driven community organizing in Hong Kong.

Regional players

• Food Bank Singapore: Singapore's primary food bank distributing to welfare organizations and vulnerable groups. Comparable beneficiary model and food-rescue-plus-meal-preparation hybrid, though in a different jurisdiction with different donor dynamics.
• City Harvest (London): London-based food redistribution charity operating in a different geography. Comparable mission of redirecting surplus food to vulnerable populations with volunteer mobilization, though focused on food rescue rather than chef-led preparation.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/moregoodhk
• LinkedInlinkedin.com/company/moregoodhk

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about More Good