Petcare company Purina has announced a new partnership with marine conservation organisation Oyster Heaven to deploy new oyster reefs off the North Norfolk coast.
The aim is to embed a minimum of four million individual oysters to help restore healthy marine ecosystems by improving water quality and providing a home for a wide range of species. Oyster reefs generate biodiversity by providing a home for a multitude of different species and are natural water filterers, removing pollutants including excess nitrogen which helps improve water quality.
The project begins with the deployment of specially designed clay bricks known as mother reefs, which serve as homes for juvenile oysters and pave the way for large-scale deployment. By the end of 2026, 40,000 mother reefs are expected to be installed, containing a total of four million young oysters, by Oyster Heaven working together with Norfolk Seaweed, a local family-run aquaculture business.
Kerstin Schmeiduch, director of sustainability at Purina Europe, said: “We source fish by-products for our pet food – meaning no part of the fish goes to waste while delivering valuable vitamins and minerals for pets.
“We are thrilled to be working with Oyster Heaven, marking an important step towards improving marine restoration along the Norfolk coastline and a first for Purina in the UK. As marine biodiversity faces significant challenges, it is essential we come together for collective restoration efforts. We urge other companies and organisations to work together on collaborative solutions for the benefit of ocean health.”
