Pure Project Brewing partners with WILDCOAST

Pure Project Brewing and WILDCOAST are raising funds to install a trash boom (solid waste retention system) in Tijuana’s Matadero Canyon, a tributary of the Tijuana River near the San Diego-Tijuana border.

The purpose of the trash boom crowdfunding campaign is to address the critical issue of marine debris runoff into the Tijuana River Watershed, which impacts San Diego waterways and ultimately flows to the Pacific Ocean. This pollution of trash, plastic and sediment poses a significant threat to the health of nearby communities, marine wildlife, and delicate coastal and marine ecosystems.

Established in 2000, WILDCOAST is an international team dedicated to conserving coastal and marine ecosystems, and addressing climate change through natural solutions. The non-profit organization works to support protected areas, advocate for stronger conservation policies, and engage communities in the stewardship of healthy, thriving oceans, coastlines, and wildlife in the USA and Mexico.

This is WILDCOAST’s second trash boom installation project in Tijuana. In 2021, WILDCOAST introduced Mexico’s first-ever solid waste retention system in Los Laureles Canyon, which, to date, has prevented over 225,000 pounds of trash from flowing into the Tijuana Estuary. This new trash boom in Matadero Canyon will stop an additional 6,800 pounds of waste from entering the estuary per month.

Pure Project, a sustainability-focused brewery, is thrilled to join this initiative. As a long-time partner of 1% for the Planet, Pure Project is committed to making a positive environmental impact by supporting efforts to protect and preserve natural resources.

“Protecting the environment has always been one of our brewery’s core values,” said Pure Project co-founder Mat Robar. “We’re grateful to partner with WILDCOAST to tackle an environmental crisis occurring right in our own backyard. This is an important project that not only benefits our community but also helps preserve the ocean, its wildlife and this beautiful place we call home.”

“We are grateful to Pure Project for their partnership in tackling the marine debris crisis at the border,” said WILDCOAST Executive Director Serge Dedina, Ph.D. “Our second trash boom, and the expansion of our marine debris program, is a crucial step to increasing our impact — an effort that will significantly reduce the amount of waste entering the ocean, improving the health of marine ecosystems, wildlife and the communities on both sides of the border. With the help of the community, this initiative will make a true, lasting difference for the health of our ocean and ecosystems.”

The trash boom installation will take place in El Pato, Tijuana, B.C. in October 2024. To donate and
support the project, visit WILDCOAST’s website.