Century Tuna, the Philippines’ No. 1 tuna brand, returns for the 3rd year of its award-winning “Saving Our Seas” campaign, championing cleaner seas with greater impact. 2025 marks a turning point as the movement expands to six sites nationwide, further driving plastic circular economy and marine conservation across the country.
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.
The Saving Our Seas campaign gained new momentum this year during the fan meet of brand ambassador Park Seo Joon, where fans from across the Philippines took part by donating plastic bottles to support the campaign. Building on this inspiring start, Century Tuna is expanding the campaign nationwide by rallying communities, fostering volunteerism, and empowering more Filipinos to take part in protecting our seas and marine life.
To celebrate this year’s International Coastal Cleanup Day, Century Tuna revitalized their campaign initiatives with a more ambitious goal.
Volunteers and divers are working together to safeguard marine life and preserve the oceans.
Started as a single coastal cleanup in Batangas in 2023, it quickly grew into a nationwide movement. This year, the campaign expanded its reach, organizing and supporting coastal cleanup drives across Manila, Batangas, Subic, Davao, Zamboanga, and General Santos City. To cap it off, the campaign attracted over 8,200 volunteers, a significant jump from last year’s 205 volunteers. The volunteers came from various groups such as the local government units, Porto Novo, The Asri, and Pier Uno group of divers, the Philippine Marine Corps, Century Tuna Superbods, employees of Century Pacific Food Inc. (CPFI), and like-minded friends.
Volunteers from Manila, General Santos City, Davao, Batangas, and Zamboanga have united under Century Tuna’s 'Saving Our Seas' campaign.
“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.
Mr. Carlo Endaya, Vice President and General Manager of the Branded Tuna Division, CPFI, delivers his message of gratitude and commitment to marine preservation.
The campaign targets a 33% increase in plastic collection this year, powered by Century Tuna’s strength in partnerships. From its roots with HOPE’s Aling Tindera waste-to-cash program, the initiative has expanded to more like-minded organizations and individuals, reinforcing its commitment to the plastic circular economy and marine conservation.
“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.
In Mabini, Batangas, HOPE’s Aling Tindera representatives came together to clear plastic waste from the coast.
Century Tuna also took part in new partner initiatives, including joining the cleanup activities of the Department of Environment and Natural Resources, the Department of Public Services of the City of Manila, and the Subic Bay Metropolitan Authority (SBMA). The campaign also partnered with other brands such as Shakey’s, Vita Coco, Beach Hut, and Peri-Peri to further strengthen the initiative.
CPFI hands over trash bins to fisherfolk in Mabini, Batangas as a symbol of their commitment to protecting marine ecosystems and helping save our seas.
All these combined efforts resulted in collecting 1,386 kilograms of plastic waste, a significant growth from last year’s 357 kilograms of plastic waste.
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.
Ray Guinoo, Director of Marketing at CPFI, thanks volunteers and reaffirms Century Tuna’s commitment to protecting the seas.
The campaign entered its 3rd year with a huge success, amassing a huge number of volunteers and raising its partnership initiatives. The “Saving Our Seas” campaign is a testament to Century Tuna’s strong commitment to becoming the torchbearer of marine protection in the country.
Launched in 2023, Century Tuna’s “Saving Our Seas” campaign aims to put into the spotlight the problems of plastic pollution in marine biodiversity by reinforcing the idea of Plastic Circular Economy through coastal and reef cleanup activities together with an environmental education program in schools.
