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Plastic bottle replaces fish to highlight problem of pollution

Updated: Dec 8, 2021



A portion of fish and chips has been reimagined with a plastic bottle replacing the fillet in an effort to highlight the ongoing threat posed by plastic waste at sea.


Home water filtration system Virgin Pure has partnered with marine conservation charity PADI AWARE Foundation to create four popular fish dishes, all made using plastic fished from the sea. The other three dishes include a seafood linguine, a traditional fish pie and a seafood paella.


Virgin Pure says the images are designed to act as a stark warning after research suggested by 2050 there could be more plastic than fish in our oceans. Plastic not only causes serious issues for marine animals and the environment, but is ingested through the water we drink and the food we eat in the form of microplastics.


It is hoped the campaign will raise awareness and influence drastic changes to the way we consume single-use plastics, like water bottles, which are bought globally at a rate of one million per minute.


Data from PADI AWARE Foundation, which works with scuba divers across the world to remove plastic waste from the seas, also reveals there are over 8 million pieces of plastic entering the ocean each day; it estimates that there are 46,000 pieces of plastic in the ocean for every square mile, with the majority (80%) of that plastic coming from the land.


Danna Moore, Global Director, PADI AWARE Foundation adds: “We hope this campaign helps bring to life just how severe the problem is, and encourages people to do better, get involved in ocean conservation and cut down on single-use plastic bottles. Whether you are a certified diver, a fisherman or a small child building a sandcastle at the local beach, the declining health of the oceans affects us all.


Tom Stazicker, CEO of Virgin Pure, comments: "None of us want to be consuming plastic, visible or not. Our products filter out harmful substances like chlorine, rust and microplastics that are commonly found in regular tap water, giving a better reason than ever before for people to stop buying bottled water. We’re delighted to be supporting the work that PADI AWARE Foundation does by partnering them, and proud to be able to offer a solution for those who want to kick the plastic bottle habit for good.”