SHEBA(R) unveils Hope Reef: World's Largest Coral Restoration Program Announced
AsiaNet 89367
LONDON, May 5, 2021 /PRNewswire=KYODO JBN/ --
SHEBA(R) unveils Hope Reef
-- Leading cat food brand SHEBA(R) has begun work on the world's largest
coral restoration program, which aims to restore more than 185,000
square meters of coral reefs around the world by 2029
-- The coral reef, which can be seen on Google Earth, has been regrown to
spell the word HOPE to drive awareness and show how positive change
can happen within our lifetime
-- Visit the first-of-its-kind YouTube Channel
(https://www.youtube.com/watch?v=Nfhq4b4p1I0 ) where with every video
view, advertising revenue is donated to The Nature Conservancy to
support its reef restoration initiatives
Hope Reef, the start of the world's largest coral reef restoration program, has
been unveiled off the coast of Sulawesi, Indonesia. The reef, which can be seen
on Google Earth, has been built to spell the word H-O-P-E and is a symbol to
show the world how positive change can happen within our lifetime.
Photo - https://mma.prnewswire.com/media/1501768/Mars_Inc_Hope_Reef.jpg
Scientists estimate that if the world does nothing, 90% of the world's tropical
reefs will be gone by 2043, impacting nearly 500 million people who depend on
them for food, income and coastal protection[1]. The effort to solve this
requires global cooperation on a massive scale and SHEBA(R) hopes to play the
role of catalyst, helping to ensure the future has coral reefs and fish.
While the unveiling of Hope Reef takes place today, its restoration began two
years ago. Since then, coral cover has increased from 5 to 55%, fish abundance
has increased and we have seen the return of species such as sharks and
turtles. By the end of 2029, SHEBA's(R) ambition is to restore more than
185,000 square meters of coral reef at sites around the world – roughly the
size of 148 Olympic Swimming Pools.
Viewers who watch the SHEBA(R) Hope Reef story, "The Film That Grows Coral"
(https://www.youtube.com/watch?v=Nfhq4b4p1I0 ) on YouTube will help raise money
for reef restoration. With every view, the advertising money generated is
invested into coral reef restoration through campaign partner, The Nature
Conservancy. This is the first time ever that 100% of the funds from a YouTube
channel have been monetized for sustainability efforts.
Providing a simple but effective solution, Hope Reef uses innovative 'Reef
Star' technology – 90cm-wide, star-shaped, steel structures that are handmade
by the local community in Indonesia. Each star is joined underwater to create a
strong web that covers the seabed and provides a stable base for coral
fragments to regrow.
Professor David Smith, Chief Marine Scientist at Mars Inc., said: "We're
thrilled to unveil Hope Reef and show that there really is hope for our oceans.
Our efforts around the world to restore and regenerate these precious
ecosystems are showing exciting results and having a positive impact on local
communities, which we're delighted to see. We hope our efforts inspire others
to join us so we can all play our part in helping to prevent the extinction of
our coral reefs."
Dr. Elizabeth McLeod, The Nature Conservancy's Global Reef Systems Lead, said:
"Coral reefs are the heart of our oceans, supporting over a quarter of marine
life. Reefs also supply millions of people worldwide with food, livelihoods,
life-saving medicines, and protection against storms. It's imperative that we
scale up our work to protect and restore the long-term health of these vital
ecosystems, as well as addressing the threats that have caused their decline
and building their resilience to a changing climate."
Since 2008, SHEBA(R)'s parent company, Mars, Incorporated, has invested more
than $10m in research, restoration and community engagement as part of its
coral reef program. In addition, the company has invested $1 billion to drive
action for the protection and restoration of the planet and those who inhabit
it through its Sustainable In A Generation Plan
(https://www.mars.com/sustainability-plan ).
Tracey Massey, Global President of Mars Pet Nutrition said: "This is a symbol
of hope – hope for the future of our oceans and the start of a movement to
restore these vital ecosystems. The Nature Conservancy and our other
long-standing partners on coral restoration around the world ensure a promising
start to drive further action, acting as catalyst to inspire others and help
create a healthy, thriving planet for both people and pets."
To play a role in reef restoration, so that we have more coral today and more
fish tomorrow, watch and share this video #hopegrows: The Film That Grows Coral
(https://www.youtube.com/watch?v=Nfhq4b4p1I0 )
About SHEBA(R)
The SHEBA(R) Brand knows that cat owners love cats for their independent
spirits, personalities, and discerning palates. That's why the SHEBA(R) brand
puts cats at the heart of everything it does, creating premium recipes with
irresistible real meat, no artificial preservatives or flavors, and designed to
entice cats' unique tastes and desires. The SHEBA(R) Brand appreciates the
relationship between cats and their owners and uses that understanding to
celebrate and fuel their unique bond. Look for SHEBA(R) premium cat food and
cat treats at retailers nationwide. For more information, visit www.sheba.com.
About The Nature Conservancy
The Nature Conservancy is a global conservation organization dedicated to
conserving the lands and waters on which all life depends. Guided by science,
we create innovative, on-the-ground solutions to our world's toughest
challenges so that nature and people can thrive together. We are tackling
climate change, conserving lands, waters and oceans at an unprecedented scale,
providing food and water sustainably and helping make cities more sustainable.
Working in 72 countries and territories: 38 by direct conservation impact and
34 through partners, we use a collaborative approach that engages local
communities, governments, the private sector, and other partners. To learn
more, visit www.nature.org or follow @nature_press
(https://twitter.com/nature_press ) on Twitter.
About Mars Petcare
Mars Petcare (https://www.mars.com/made-by-mars/petcare )is a diverse and
growing business with 85,000 Associates across 50+ countries dedicated to one
purpose: A BETTER WORLD FOR PETS(TM). With 75 years of experience, our
portfolio of almost 50 brands serves the health and nutrition needs of the
world's pets – including brands PEDIGREE(R) (https://www.pedigree.com/ ),
WHISKAS(R) (https://www.whiskas.com/ ), ROYAL CANIN(R)
(https://www.royalcanin.com/us/es_us ), NUTRO(TM) (https://www.nutro.com/ ),
GREENIES(TM) (https://www.greenies.com/ ), SHEBA(R) (https://www.sheba.com/ )
, CESAR(R) (https://www.cesar.com/ ), IAMS(TM)
(https://www.iams.com/checkupchallenge ) and EUKANUBA(TM)
(https://www.eukanuba.com/us ) as well as The WALTHAM(TM) Centre for Pet
Nutrition (https://www.waltham.com/ ) which has advanced research in the
nutrition and health of pets for over 50 years. Mars Petcare is also a leading
veterinary health provider through a network of over 2,000 pet hospitals
including BANFIELD(TM) (https://www.banfield.com/ ), BLUEPEARL(TM)
(https://bluepearlvet.com/ ), PET PARTNERS(TM) (https://www.petpartnersusa.com/
), VCA(TM) (https://vcahospitals.com/ ), LINNAEUS(TM)
(https://www.linnaeusgroup.co.uk/ ) and ANICURA(TM)
(https://www.anicuragroup.com/ ). We're also active in innovation and
technology for pets, with WISDOM PANEL(TM) (https://www.wisdompanel.com/en-us/
) genetic health screening and DNA testing for dogs, the WHISTLE(TM)(
https://www.whistle.com/ ) GPS dog tracker, and LEAP VENTURE STUDIO
(https://www.leapventurestudio.com/ ) accelerator and COMPANION FUND(TM)
(https://companionfund.com/ ) programs that drive innovation and disruption in
the pet care industry. As a family business (https://www.mars.com/ ) and guided
by our principles, we are privileged with the flexibility to fight for what we
believe in – and we choose to fight for: A BETTER WORLD FOR PETS.
About Mars, Incorporated
For more than a century, Mars, Incorporated has been driven by the belief that
the world we want tomorrow starts with how we do business today. This idea is
at the center of who we have always been as a global, family-owned business.
Today, Mars is transforming, innovating and evolving in ways that affirm our
commitment to making a positive impact on the world around us.
Across our diverse and expanding portfolio of confectionery, food, and petcare
products and services, we employ 133,000 dedicated Associates who are all
moving in the same direction: forward. With $40 billion in annual sales, we
produce some of the world's best-loved brands including DOVE(R), EXTRA(R),
M&M's(R), MILKY WAY(R), SNICKERS(R), TWIX(R), ORBIT(R), PEDIGREE(R), ROYAL
CANIN(R), SKITTLES(R), BEN'S ORIGINAL(TM), WHISKAS(R), COCOAVIA(R), and 5(TM);
and take care of half of the world's pets through our pet health services
AniCura, Banfield Pet Hospitals(TM), BluePearl(R), Linnaeus, Pet Partners(TM),
and VCA(TM).
We know we can only be truly successful if our partners and the communities in
which we operate prosper as well. The Mars Five Principles — Quality,
Responsibility, Mutuality, Efficiency and Freedom — inspire our Associates to
take action every day to help create a world tomorrow in which the planet, its
people and pets can thrive. For more information about Mars, please visit
For more information about Mars, please visit www.mars.com. Join us on Facebook
(https://www.facebook.com/Mars/ ), Twitter (https://twitter.com/MarsGlobal ),
LinkedIn (https://www.linkedin.com/company/1544/admin/ ), Instagram
(https://www.instagram.com/marsglobal/ ) and YouTube
(https://www.youtube.com/user/Mars ).
[1] IPPC Special Report (2018):
https://report.ipcc.ch/sr15/pdf/sr15_spm_final.pdf
sheba@freuds.com
SOURCE Mars, Incorporated.
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