Corona Plastic Fishing Tournament - Fishing for Hope: Corona's Initiative Tackles Plastic, Inspires Collaboration for a Cleaner World.
#plasticpollution #oceanpollution #ocean #Campaignsoftheworld #mexico #ABInbev #beer
Corona, the AB Inbev beer brand with a steadfast commitment to combatting plastic pollution, orchestrated a remarkable event in Mexico to address the pressing issue of plastic containers inundating the ocean—about 750 million annually. Teaming up with New York agency We Believers, Corona organized the Plastic Fishing tournament in Mazatlán, Sinaloa, drawing attention to the problem while providing a practical solution.
In collaboration with México Recicla and MazConCiencia, Corona challenged local fishermen to retrieve plastic from the Pacific Ocean during the event, offering lucrative cash prizes. In just four hours, over 60 fishermen on 30 boats successfully removed a staggering 2.9 tonnes of plastic from the Isla de la Piedra to the Urías estuary channel, an area significantly impacted by tourist waste.
The top-performing boat, collecting 319kg of plastic, was awarded MX$15,000 (US$750), with second and third places receiving MX$10,000 (US$500) and MX$5,000 (US$250) respectively. Every participant received a medal and vouchers for utilities and utensils made from recycled materials, showcasing the potential for plastic retrieval to become a sustainable income source.
México Recicla, based in Ecatepec, a municipality grappling with femicides, will recycle the collected plastic. Notably, around 60% of the company's workforce comprises women, aligning with their mission to empower women through economic independence. Since December 2020, the partnership between Corona and México Recicla has resulted in the collection of over 5 million kg of plastic.
Gustavo Lauria, co-founder of We Believers, emphasized the severe impact of plastic pollution and overfishing on small local fishing communities in Mexico. The initiative aims to redirect fishermen from catching diminishing fish to collecting abundant plastic, thereby creating a new income source for their communities. This innovative approach connects the dots, addressing both environmental concerns and economic empowerment.
