Asia's Multimedia Star Alden Richards advocates the fight against plastic pollution with Century Tuna Saving Our Seas initiative

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Asia's Multimedia Star and Century Tuna Ambassador Alden Richards leads the reef cleanup for the Century Tuna Saving Our Seas Initiative at Anilao in Mabini, Batangas

For the first time ever, Asia’s Multimedia Star and Century Tuna Ambassador Alden Richards dived the seas of Anilao in Mabini, Batangas to join the Century Tuna Saving Our Seas initiative, an advocacy that highlights the importance of preserving the local marine biodiversity and plastic waste management in the country.

Century Tuna Ambassador Alden Richards shows a piece of shoe he found during the reef cleanup.

“I'm not going to scuba dive for leisure but I'm going to scuba dive to help protect the planet and to save our seas,” said Alden pointing out how important it is for celebrities like him to use their platform to influence and amplify the messages on pressing issues including plastic pollution, climate change and other environment concerns.

Century Tuna Ambassador Alden Richards leads the Saving Our Seas initiative with Century Tuna.

The Saving Our Seas program is an initiative of the local canned tuna brand, Century Tuna, that aims to raise awareness about the current challenges that we are facing because of plastic pollution that affects not only marine biodiversity but the human population as well.

Century Tuna recognizes that the Philippines is part of the ‘Coral Triangle’ that is the center of the world’s marine biodiversity which is why the local tuna brand exerts efforts in addressing the ecological challenges that currently affects the Philippine seas.

Century Tuna, through Saving Our Seas, encourages people to join the fight against plastic pollution and become part of the solution to conserving the environment. In partnership with Aling Tindera Waste-to-Cash program by HOPE, an impact organization, communities can collect plastic wastes that they can exchange for an amount of money. The Saving Our Seas project reinforces the Plastic Circular Economy which diverts collected and recycled plastic away from nature.

Alden Richards also revealed that Century Tuna Saving Our Seas is his first environmental advocacy project and that this initiative opened his eyes to the impact of plastic pollution on the ecosystem.

Century Tuna Ambassador Alden Richards collects the trash in the seas of Anilao, Batangas

The superstar said, “This is the first and it’s saddening that people still take waste management for granted. Way back, I used to think that throwing a piece of wrapper wouldn’t hurt but when I saw the reef, it made me ask myself what would happen if 10,000 people thought the same? I believe that change starts in you. If you want to see change, be the change you want to see because the things that we take for granted will make an impact on the future generations.”

Century Tuna Ambassador Alden Richards preparing for the Reef Cleanup

Through the Saving Our Seas initiative, Century Tuna hopes to help strengthen the Plastic Circular Economy which entails that all plastics collected and recycled will not leak back into the open environment. In partnership with HOPE, the Saving Our Seas project aims to collect 10 metric tons of plastic this 2023.

“It's really about the cause that made me say yes – a combination of scuba diving and reef cleaning.  I've never done that in this lifetime so I’m very honored. Thank you, Century Tuna for considering me to be a part of this,” said Alden.

Alden Richards encourages the people of Barangay Ligaya to support the Saving Our Seas Initiative.

Alden Richards was joined by Century Tuna executives including Century Pacific Food Inc. Executive Chairman Mr. Chris Po, Director & Treasurer Mr. Leo Po, EVP & COO Mr. Greg Banzon, VP & GM for Branded Tuna Business Mr. Carlo Endaya, HOPE Founder Ms. Nanette Medved-Po and Managing Director Ms. Ilusion Farias, Century Tuna Superbods winners and finalists together with volunteers from the community.

Century Tuna Ambassador Alden Richards joins the crowd of Brgy. Ligaya, Mabini, Batangas

Coinciding with the celebration of Earth Hour, the commencement of the Saving Our Seas initiative was filled with environment-conscious activities including shore and reef clean up, community visit, and the observance of Earth Hour.

Aside from Asia's Multimedia Star Alden Richards, the newest Century Tuna ambassador Pia Wurtzbach also supports the Saving Our Seas advocacy.

For more information, feel free to visit the newest Saving our Seas microsite at https://centurytuna.ph/SavingOurSeas/ or visit Century Tuna Superbods on Facebook or @centurytunasuperbods on Instagram for more updates.

Century Tuna kicks off the “Saving Our Seas” Initiative to Combat Plastic Pollution

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The Philippines has one of the world's richest marine biodiversity centers, yet we are losing our greatest treasure due to plastic pollution. Century Tuna, the leading canned tuna brand in the Philippines, puts a spotlight on this urgent concern as it launches the “Saving Our Seas” initiative.

The program aims to raise awareness on the significance of marine conservation as well as the importance of the involvement of consumers in the fight against plastic pollution and how they can be part of the solution. 

Mr. Carlo Endaya, Vice President and General Manager of Branded Tuna Business, Century Pacific Food Inc. talks about the Saving Our Seas Initiative

“Plastic pollution is one of the most pressing environmental issues we have today and as part of Century Tuna’s mission to give back to our planet and our seas, we will be launching the ‘Saving Our Seas’ initiative to help the fight against plastic pollution, especially in our Philippine Seas,” said Century Pacific Food Inc. (CPFI) Vice President and General Manager for Branded Tuna Business, Mr. Carlo Endaya. “Let’s make a huge difference for our beaches and continue to enjoy the marine resources we need,” he added.

The initiative started through a Beach and Reef Clean-up activity in several areas in Mabini, Batangas, and was joined by Century Tuna Ambassador Alden Richards and Superbods winners and finalists together with volunteers from the community.

Century Tuna Ambassador Alden Richards talks about his advocacy of saving the seas

“I am so honored to be part of Century Tuna’s ‘Saving Our Seas’ initiative and I totally support this project as I believe that we are all connected to nature. We can only remain healthy if we have a healthy environment. It is our responsibility to protect and save our seas,” said Century Tuna Ambassador Mr. Alden Richards.

Century Tuna’s ‘Saving Our Seas’ initiative is also in partnership with HOPE’s Aling Tindera Waste-to-Cash Program where people in the community can collect their plastic waste and exchange it for cash. Through the Saving Our Seas initiative, Century Tuna reinforces the concept of Plastic Circular Economy–where all plastics collected and recycled are diverted away from nature to ensure that it won’t leak back into the open environment. This is done by bringing it to processors which turn them into something useful and can be used again by the people.

Along the shoreline of Mabini, Batangas, 11 key areas were already deployed with the Aling Tindera waste bins, where people can drop their plastic and convert their trash into cash. Overall, Century Tuna’s Saving Our Seas initiative is aiming to collect at least 10 metric tons of plastics for its pilot year.

Ms. Ilusion Farias shares how Aling Tindera project works

“We are so very excited to partner with Century Tuna for the ‘Saving Our Seas’ initiative. This campaign will help grow awareness and encourage more people to join the fight against plastic pollution,” said Friends of HOPE Managing Director Ms. Ilusion Farias. “We hope Filipinos will take this opportunity to exchange their waste for cash and save our seas at the same time,” she added.

The launch of the “Saving Our Seas” initiative also coincides with the celebration of Earth Hour, the world’s largest grassroots movement for the environment, on March 25, 2023. Century Tuna's “Saving our Seas” initiative has a lot of noteworthy activities to save our Philippine Seas, stay tuned to find out more!

For more information, please visit https://centurytuna.ph/SavingOurSeas/ or visit /CenturyTuna on Facebook or @centurytunasuperbods on Instagram for more updates.