In a bid to rejuvenate marine life, petcare company Purina is working in partnership with marine conservation organisation, Oyster Heaven, which will 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.
Native European oysters, once plentiful along the UK coastline, play a crucial role in maintaining healthy marine ecosystems. 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. With the disappearance of the species from UK waters in the past century, this ecosystem function has been lost. The reintroduction of oysters through building reefs is expected to significantly restore water clarity along the Norfolk Coast while also boosting biodiversity.
Oyster Heaven is deploying the first batch 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. Working together with Norfolk Seaweed, a local family-run aquaculture business, together they will install new oyster reefs, drawing on their deep knowledge of the area's local marine environment.
More broadly, Purina Europe has an ambitious Ocean Restoration Programme, which launched last year, and is part of the company’s commitment to help advance the regeneration of ocean and soil ecosystems in their extended fish supply chains. The company is taking an active role to help restore marine habitats at scale across Europe. By working with various partners, the overall aim is to restore 1500 hectares - the equivalent of 3,700 football pitches – of marine habitat by 2030. Alongside the newly announced oyster reef deployment project in the UK, restoration efforts also supported by Purina are already taking place in France), the Netherlands, Norway, and Portugal.
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.”
George Birch, Founder of Oyster Heaven, explains the process: “Building an oyster reef is all about large numbers to create population tipping points and provide a suitable habitat. It starts with the creation of Mother Reefs, specially designed clay structures. Each reef is pre-charged with over a hundred baby oysters, known as spats, in a controlled environment to ensure their survival and growth. Local teams from Norfolk Seaweed will then carefully place the Mother Reefs on the seafloor, allowing the spat to grow into mature oysters. These oyster reef systems then act as a foundation for the whole ecosystem, generating an oasis of life on the seafloor."
The new Norfolk oyster restoration site marks a significant milestone in Purina’s collaboration with Oyster Heaven. Together with a site already underway in Veerse Meer, Netherlands, makes the collaboration set to become the largest oyster restoration initiative in Europe.
