Saving marine life begins at the shore. Every piece of trash collected during a coastal cleanup helps protect fragile ecosystems and the countless species that depend on them.
From discarded plastics that threaten sea turtles and fish to debris that pollutes coral reefs, cleaning coastlines is a vital step toward restoring ocean health.
In a united effort to create cleaner oceans and protect marine life, more than 8,000 volunteers took part in this year’s “Saving Our Seas” coastal cleanup drive led by Century Tuna, expanding the brand’s marine conservation campaign to six locations across the Philippines.
Now in its third year, the initiative—launched by Century Pacific Food Inc. (CPFI)—marked its biggest turnout yet, drawing volunteers from Manila, Batangas, Subic, Davao, Zamboanga, and General Santos City for the 2025 International Coastal Cleanup Day.
The campaign, which began as a single-site cleanup in Batangas in 2023, has grown into a national movement supporting the plastic circular economy and marine protection. This year, it collected 1,386 kilograms of plastic waste, up from 357 kilograms last year.
“Our product comes from the sea, and without healthy oceans, we have nothing,” said Carlo Endaya, CPFI vice president and general manager for the Branded Tuna Division. “This isn’t just about a one-day cleanup but about raising awareness and creating something sustainable through Aling Tindera and the plastic circular economy.”
The initiative, carried out in partnership with Friends of HOPE Inc. and its Aling Tindera waste-to-cash program, aims to turn collected plastics into livelihood opportunities for coastal communities. CPFI also collaborated with the Department of Environment and Natural Resources, the Department of Public Services of Manila, the Subic Bay Metropolitan Authority, and partner brands including Shakey’s, Vita Coco, Beach Hut, and Peri-Peri.
“We are truly thankful because Century Tuna is one of HOPE’s biggest sponsors here,” said Caroline Beloso, Friends of HOPE field coordinator in Mabini, Batangas. “With 29 sites across Mabini, from resorts to local communities, this partnership creates a real impact for our people.”
This year’s drive followed a fan-led push during the meet-and-greet event of Century Tuna brand ambassador Park Seo Joon, where supporters contributed plastic bottles to the cause.
Ray Guinoo, CPFI assistant vice president and marketing director for local tuna operations, said the campaign’s reach has multiplied in just three years, with more partners, volunteers, and cleanup sites joining the movement.
Launched in 2023, Century Tuna’s “Saving Our Seas” campaign aims to raise awareness about marine pollution and promote the plastic circular economy through cleanup activities and environmental education programs in schools.
