Nestlé pet care brand Purina has launched its first Ocean Restoration Programme, as it ramps up its environmental efforts to combat overfishing, pollution and climate change across ocean ecosystems.
The programme is part of Purina Europe’s larger commitments to try and regenerate ocean and soil ecosystems, which are currently declining at an alarming rate, putting marine life under threat.
It also forms part of the the pet food brand’s commitment to ensuring 100% of its seafood ingredients are responsibly sourced or organic, and marks its latest initiative to improve its environmental credentials.
As part of the programme, Purina aims to restore 1,500 hectares of marine habitats (the equivalent of around 3,700 football pitches) by 2030.
The brand will also be teaming up with several expert organisations as part of its regeneration efforts, which will focus on initiatives including restoring seagrass meadows, oyster reef reconstruction and sea urchin control.
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The two-phase operation is designed to further develop and scale partners’ proven ocean restoration solutions in seabeds across Europe.
The first phase of the programme will last three years, prioritising the development of research, a measurement framework and the conditions to scale up the restoration solutions efficiently. The second phase is planned to start in 2026, and will focus on scaling the proven solutions.
“With marine biodiversity declining dramatically, collective restoration efforts are required,” said Purina Europe director of corporate communications and sustainability Kerstin Schmeiduch.
“We are committed to playing our part to help address the marine biodiversity loss in our extended supply chain… [and] are taking an active role to help restore marine habitats at scale in Europe.”
Purina launched its first carbon reduced pet food range last year.
