As the country’s top tuna brand, Century Tuna brings back its celebrated “Saving Our Seas” campaign for its third year, reinforcing its dedication to preserving the nation’s marine environment. With mounting concerns over ocean pollution, the campaign’s 2025 run marks a significant milestone: expansion to six key locations across the Philippines. This broader reach allows the movement to deepen its drive for a circular plastic economy, heighten public awareness, and further marine conservation initiatives, ultimately protecting vital ecosystems and the well-being of coastal communities.
Representatives from Century Pacific Food Inc. (CPFI), HOPE, brand partners, and volunteers join forces for the “Saving Our Seas” International Coastal Cleanup Day activity in Anilao, Batangas, one of six cleanup sites held nationwide.
This year, the Saving Our Seas campaign saw renewed momentum at the fan meet of brand ambassador Park Seo Joon, where fans from all over the Philippines donated plastic bottles to support recycling drives and raise awareness on plastic pollution. Building on this, Century Tuna is broadening its campaign nationwide by collaborating with local communities, schools, and environmental groups. The expansion focuses on volunteer recruitment, hands-on coastal cleanups, and educational programs about the effects of plastic on marine ecosystems.
For International Coastal Cleanup Day—a worldwide annual event dedicated to removing debris from coasts—the brand unveiled enhanced initiatives, aiming not just for broader participation but also for measurable environmental impact through extensive cleanup operations, waste segregation training sessions, and advocacy campaigns.
The initiative began in 2023 as a solitary coastal cleanup in Batangas. By 2024, it transformed into a comprehensive, nationwide movement, conducting and supporting coastal cleanups across Manila Bay, Batangas, Subic Bay, Davao, Zamboanga, and General Santos City. These activities targeted pressing challenges like marine debris and plastic waste, contributing to broader environmental goals.
Participation grew significantly, with more than 8,200 volunteers in 2024 compared to just 205 the previous year. Volunteers represented a wide range of groups: local government units; environmental organizations like Porto Novo and The Asri; the Pier Uno diving team; the Philippine Marine Corps; Century Tuna Superbods; employees of Century Pacific Food Inc. (CPFI); and other concerned citizens. The campaign not only cleaned up coastlines but also promoted marine conservation and encouraged collaboration among key sectors.
“Our product comes from the sea, and without healthy oceans, we have nothing,” said Mr. Carlo Endaya, Century Pacific Food Inc.’s Vice President and General Manager of 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. Each piece of plastic collected can be transformed into livelihood opportunities, while keeping it out of the ocean,” he added.
Targeting a notable 33% rise in plastic collection this year, the campaign builds upon Century Tuna’s robust network of partnerships for greater reach and effectiveness. Beginning with a focus on the HOPE’s Aling Tindera waste-to-cash program, which empowers women in local communities to collect plastic waste and convert it into supplemental income, the initiative has broadened its scope to include various like-minded organizations, community groups, government agencies, and private sector allies. Through these collaborations, the campaign strengthens its commitment to the plastic circular economy and marine conservation, addressing the challenge of plastic pollution through both grassroots engagement and large-scale cooperation.
“We are truly thankful because Century Tuna is one of HOPE’s biggest sponsors here. Their support is a huge help to our agri-fishery sector and to the livelihood of our communities. With 29 sites across Mabini, from resorts to local communities, this partnership creates a real impact for our people,” said Ms. Caroline Beloso, Friends of HOPE Inc.’s Field Coordinator in Mabini, Batangas.
Century Tuna strengthened its commitment to environmental responsibility by joining forces with the Department of Environment and Natural Resources, Manila’s Department of Public Services, and the Subic Bay Metropolitan Authority (SBMA) for organized cleanup drives, particularly focusing on areas like Manila Bay and Subic Bay to tackle pollution and encourage community involvement. To further broaden its reach, Century Tuna collaborated with brands including Shakey’s, Vita Coco, Beach Hut, and Peri-Peri. These partnerships enabled comprehensive community engagements, co-branded campaigns, and promotional events that emphasized environmental protection, wellness, and healthy lifestyles.
Thanks to the dedication of volunteers, improved planning, and increased community involvement, we managed to collect 1,386 kilograms of plastic waste during this year’s campaign. This amount is nearly four times greater than last year’s total of 357 kilograms, illustrating a remarkable year-over-year improvement and reinforcing the success of our expanded initiatives in tackling plastic pollution.
In just three years, Saving Our Seas has collected over 100 metric tons of waste, growing from one site to six and becoming a nationwide movement. More than a cleanup, this is about building community, creating livelihoods, and working together for a cleaner, healthier, and more sustainable future. With everyone’s commitment, we are confident this will be our most impactful International Coastal Cleanup yet,” shared Mr. Ray Guinoo, Century Pacific Food Inc.’s Assistant Vice President and Marketing Director for Local Tuna Operations.
Now in its third year, the “Saving Our Seas” campaign has achieved significant milestones, including the recruitment of thousands of volunteers and the formation of impactful partnerships with government agencies, non-profits, and private organizations. Serving as a clear demonstration of Century Tuna’s leadership in marine conservation, the campaign has become a model initiative in the Philippines.
Initiated in 2023, “Saving Our Seas” seeks to spotlight the urgent issue of plastic pollution in marine biodiversity. The campaign operates on two main fronts: it organizes frequent coastal and reef cleanups to mitigate immediate threats, and it delivers educational programs in schools to cultivate environmental responsibility and promote the Plastic Circular Economy. These efforts complement each other in encouraging both immediate action and long-term behavioral change among Filipinos.
For more information, please visit https://savingourseas.centurytuna.ph or visit Century Tuna on Facebook at https://www.facebook.com/centurytuna or @centurytunasuperbods on Instagram for more updates.
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