Innovative water brand becomes first UK company to achieve Plastic Cleanup Partner status
KURE is on a mission to raise the bar on personal wellness – and the health of our planet, too.
KURE is formulated to boost the body’s oxygen levels as it hydrates, the most significant innovation and natural upgrade to bottled water since The Holy Well Bottling Plant first started bottling water in 1622.
They’re also the first UK company to achieve Plastic Clean Up Partnership™ status, deepening KURE’s commitment to keep plastic out of our oceans and landfills.
This label is awarded by PCX Markets, a plastic credit marketplace for audited, traceable plastic waste recovery and responsible processing, to companies and brands that deliver significant, measurable impact in cleaning up plastic pollution for a three-year period.
PCX’s marketplace activates an ecosystem of partners who collect, transport and responsibly process plastic waste, while supporting communities on the ground with programs that improve livelihoods and scale social impact.
This year, KURE is proud to be supporting five PCX projects in five countries hard-hit by the plastic pollution crisis:
- Ocean and Island Community Collection of Mixed Plastics in Thailand
- Plastic Upcycling in Davao, Philippine
- Collection of Ocean Bound Plastic in Vietnam
- Recycling in New Delhi, India
- Upcycling Ocean Bound Plastic in Patagonia
Through these projects, KURE has diverted 5,000 kilograms of plastic waste from nature in 2024. As a PCX Plastic Cleanup Partner, KURE ensures that for every bottle of water they produce each year, they’re cleaning up the same amount of ocean-bound plastic for the next three years.
Since the start of their partnership with PCX in 2023, KURE has recovered
recovered a total of 47,260 kilograms of plastic from our ocean, which is equivalent to 2.78 million 17-gram 330 ML KURE bottles – or 7.8 million 6 gram plastic bags.
Humanity produces around 430 million tonnes of plastic every year, two-thirds of which quickly becomes waste that ends up polluting land, sea and air. KURE Oxygen Water’s bottles are already made from 100% Prevented Ocean Plastic™ collected from coastlines most at risk of ocean plastic pollution.
Andrew Blow, Chief Product Officer at KURE says: “KURE is a business that thinks extremely seriously about how we source, deliver and consume materials all the while meeting and exceeding industry standards for quality, and we are thrilled to be working so closely with a mission-driven, professional organisation like PCX.
“PCX is proud to deepen our partnership with KURE, and we’re excited that they’ve made a multi-year commitment to join our Plastic Cleanup Partner Program,” said Sebastian DiGrande, Chief Executive Officer at PCX Markets. “Their consumers can be assured they’re supporting a brand that’s helping build a future where no plastic waste ends in nature.”
WELCOME TO THE MOVEMENT TO SOLVE THE PLASTIC POLLUTION CRISIS.
