Pure Project Partners with WILDCOAST for Trash Boom Crowdfunding Campaign

Pure Project Brewing and WILDCOAST are raising funds to install a trash boom (solid waste retention system) in Tijuana’s Matadero Canyon, a tributary of the Tijuana River near the San Diego-Tijuana border.

The purpose of the trash boom crowdfunding campaign is to address the critical issue of marine debris runoff into the Tijuana River Watershed, which impacts San Diego waterways and ultimately flows to the Pacific Ocean. This pollution of trash, plastic, and sediment poses a significant threat to the health of nearby communities, marine wildlife, and delicate coastal and marine ecosystems.

Established in 2000, WILDCOAST is an international team dedicated to conserving coastal and marine ecosystems and addressing climate change through natural solutions. The non-profit organization works to support protected areas, advocate for stronger conservation policies, and engage communities in the stewardship of healthy, thriving oceans, coastlines, and wildlife in the USA and Mexico.

This is WILDCOAST’s second trash boom installation project in Tijuana. In 2021, WILDCOAST introduced Mexico’s first-ever solid waste retention system in Los Laureles Canyon, which, to date, has prevented over 225,000 pounds of trash from flowing into the Tijuana Estuary. This new trash boom in Matadero Canyon will stop an additional 6,800 pounds of waste from entering the estuary per month.

Pure Project, a sustainability-focused brewery, is thrilled to join this initiative. As a long-time partner of 1% for the Planet, Pure Project is committed to making a positive environmental impact by supporting efforts to protect and preserve natural resources.

"Protecting the environment has always been one of our brewery’s core values," said Pure Project co-founder Mat Robar. “We’re grateful to partner with WILDCOAST to tackle an environmental crisis occurring right in our own backyard.” He added, "This is an important project that not only benefits our community but also helps preserve the ocean, its wildlife, and this beautiful place we call home."

“We are grateful to Pure Project for their partnership in tackling the marine debris crisis at the border,” said WILDCOAST Executive Director, Serge Dedina, Ph.D. “Our second trash boom, and the expansion of our marine debris program, is a crucial step to increasing our impact—an effort that will significantly reduce the amount of waste entering the ocean, improving the health of marine ecosystems, wildlife, and the communities on both sides of the border.” He added, “With the help of the community, this initiative will make a true, lasting difference for the health of our ocean and ecosystems.”

The trash boom installation will take place in El Pato, Tijuana, B.C. in October 2024. To donate and support the project, visit https://wildcoast.org/trashboom/.

About Pure Project:

Pure Project is a small-batch craft brewery with five taprooms in San Diego, California. Co-founded in 2015 by friends and entrepreneurs Mat Robar, Jesse Pine, and Winslow Sawyer, Pure Project brews unique, ingredient-driven beers with a passion for sustainability, seasonality, and the small details.

Pure Project has won numerous awards, ranging from GABF (Great American Beer Festival) to US Beer Open Medals. It has also been featured on multiple “Best Brewery” lists and is recognized for its dedication to using beer as a force for good.

Pure Project is a 1% for the Planet company and donates 1% of total sales to grassroots environmental organizations. To learn more, visit https://www.purebrewing.org/beer-for-good/.

About WILDCOAST:

WILDCOAST is an international team that conserves coastal and marine ecosystems and addresses climate change through natural solutions.

Founded in 2000 and with offices in California and Mexico, WILDCOAST carries out its mission through three strategies: 1) Establish and manage protected areas; 2) Protect and restore blue carbon ecosystems; and 3) Partner with local communities, governments, and the private sector. In total, WILDCOAST has helped conserve over 38 million acres of coastal and marine ecosystems.

WILDCOAST is a voice for the ocean and coastlines and is committed to conserving, restoring, and protecting ecologically important and globally significant coastal and marine ecosystems and wildlife for future generations. To learn more, visit