PepsiCo Pakistan has teamed up with WWF-Pakistan to launch a transformative Coastal Clean-up Project at the Karachi Fish Harbour. This endeavour is in line with PepsiCo’s global sustainability agenda, PepsiCo Positive (pep+), which encompasses a wide range of environmental and sustainability initiatives aimed at enhancing positive impact for the wellbeing of people and the planet. WWF-Pakistan conducted a comprehensive scoping study on waste quantification and characterisation at coastal sites in Karachi to identify the interventions which will be implemented as part of this project.

The primary objective of the Coastal Clean-up Project is to efficiently gather and manage waste on Karachi’s coastline through a concerted campaign. Additionally, the project seeks to raise awareness among the local community and relevant stakeholders about recycling and proper waste disposal practices.

The launch event witnessed PepsiCo associates, WWF-Pakistan’s team members, and representatives from key government organisations including Sindh Environmental Protection Agency, National Institute of Oceanography, Marine Fisheries Department, Sindh Fisheries, Karachi Fisheries Harbour Authority, and the Pakistan Fisherfolk Forum coming together for this important cause. The event also marked the formal inauguration of a litter boom installation—a strategically designed floating barrier to prevent litter from continuing to float into water sources.

Ghazi Salahuddin, Regional Head Sindh and Balochistan at WWF-Pakistan, expressed his thoughts during the inauguration, stating, “Our oceans are burdened with waste which is impacting the health of our marine ecosystems. Addressing coastal littering, primarily driven by human activity and coastal migration, is of utmost importance if we are to safeguard nature.”

Basit Pirzada, Senior Manager Public Policy, Government Affairs, and Sustainability at PepsiCo Pakistan, emphasised the significance of waste collection and recycling. He also shed light on PepsiCo Pakistan’s dedicated efforts to promote the circular economy of plastics through collaboration with various stakeholders, including the Ministry of Climate Change and Environmental Coordination, Government of Pakistan.

“PepsiCo is deeply committed to plastic reduction through effective collection, recycling, and fostering a circular economy for plastics. Our PepsiCo Positive (pep+) agenda envisions a world where plastic never becomes waste. By partnering with organisations like WWF-Pakistan, we strive to implement transformative technologies to tackle immediate challenges and raise awareness for lasting impact and positive change on the ground. Furthermore, we are harnessing the influence of our brands to raise public awareness about proper waste disposal and recycling, ensuring the protection of our riverine, coastal, and marine habitats,” said Basit Pirzada.

As the event concluded, Nazifa Butt, Head of Climate & Energy Programme at WWF-Pakistan, underscored the significance of such initiatives, stating, “There is an urgent need for activities and cleanup projects that enhance public awareness of managing debris along our coastline. Through corporate engagement, we can expedite the deployment of locally manufactured technologies while also supporting broader policies focused on waste management and plastics reduction.”

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