PURINA EUROPE’S OCEAN RESTORATION PROGRAMME
Helping to Restore Ocean Waters with Purina
The ocean is essential for all life on Earth. However, ocean health is declining at an alarming rate, putting all marine life under threat. To work towards a sustainable future, oceans must be protected and preserved.
In 2024 we launched our first Ocean Restoration Programme, partnering with expert organisations to help restore seagrass, oyster reefs and seaweed, which provide vital habitats for marine life.
The goal is to recover 1500 hectares - the equivalent of around 3,700 American football pitches - of marine habitats across Europe by 2030.
To help play our part in this, Purina UK&I is proud to be working in partnership with marine conservation organisation, Oyster Heaven, which will deploy new oyster reefs off the North Norfolk coast. Click here to find out more.
At Purina, we are committed to playing our part to help address the marine biodiversity loss in our extended supply chain. Therefore, together with our partners, we are taking an active role in helping restore marine habitats at-scale in Europe.
Kerstin Schmeiduch, Director of Corporate Communications and Sustainability at Purina Europe
Restoring marine habitats with Purina
Cats love fish, and Purina loves cats. Marine habitats provide a home to many species, including fish, which is a valuable ingredient in pet food. By looking after the health of those marine habitats, we're looking after the health of the ecosystem from which we source our wild-caught fish. So we can help to ensure a more abundant fish population for generations of humans and cats to come.
Who are our partners?
Sea Ranger Service is a social enterprise based in the Netherlands, that trains and employs young people to carry out seagrass restoration work. They are one of the founding partners and represent The Seagrass Consortium, which exists to accelerate large-scale seagrass restoration in Europe. The consortium works together to plant, restore, and monitor seagrass meadows and develop standardised restoration practices.
Urchinomics is helping to restore kelp in Norway, Japan, and the United States (California) by turning ecologically destructive sea urchins into a high-valued seafood product.
SeaForester is an environmental impact organisation based in Portugal, focused on restoring rapidly disappearing seaweed in Europe by using cost-efficient sea forestation techniques and mobile seaweed nurseries.
Purina UK&I announces support for the UK’s largest oyster reef restoration project
Purina UK&I announces support for the UK’s largest oyster reef restoration project
In a bid to rejuvenate marine life, Purina UK&I is proud to be working in partnership with marine conservation organisation, Oyster Heaven, which will deploy new oyster reefs off the North Norfolk coast. The aim is to embed a minimum of four million individual oysters to help maintain healthy marine ecosystems by improving water quality and providing a home for a wide range of species.
In September 2025, Oyster Heaven, working together with their local partners Norfolk Seaweed, a family-run aquaculture business, plan to deploy the first batch of specially designed clay bricks known as Mother Reefs, which serve as homes for juvenile oysters and pave the way for large-scale deployment.
Why Oysters?
Oyster reefs generate biodiversity by providing a home for a multitude of different species and are natural water filterers, removing pollutants including excess nitrogen which helps improve water quality.
With the disappearance of the species from UK waters in the past century, this ecosystem function has been lost.
The reintroduction of oysters through building reefs is expected to significantly restore water clarity along the Norfolk Coast while also boosting biodiversity.
By the end of 2026, 40,000 Mother Reefs are expected to be installed containing a total of four million young oysters.
Did you know?
Four Million Oysters to the Rescue: How Norfolk's New Reef is Set to Make Waves
Discover more
Purina and Blue Horizons
Purina is part of the Blue Horizons, a new series produced by BBC StoryWorks Commercial Productions and presented by the World Ocean Council. This online film series explores how the Ocean relates to each one of us.
Oops!
It looks like something is wrong. Please try again or come back a little later.
Thinking about getting a puppy?
Join Growing Pup for help from our Purina experts on how to find the right puppy & prepare for your new arrival. And when you find your new pup, tell us a bit more about them to get a discount off one of our puppy ranges and regular personalised puppy advice.
