San Diego brewery partners with WILDCOAST to protect endangered Eastern Pacific leatherback turtles through new hazy IPA release
Pure Project’s newest beer release is brewed for freshness and survival. The San Diego brewery has teamed up with international conservation group WILDCOAST to launch Noc-Turtle, a hazy IPA brewed to support endangered sea turtle protection efforts in Oaxaca, Mexico.
Available starting October 2, the beer directly funds work to safeguard the critically endangered Eastern Pacific leatherback, one of the world’s largest and most at-risk sea turtle species. Only a small number of nesting females remain, and the population has dropped over 90% in the last two decades.
Purpose in every pour
Sales of Noc-Turtle will support WILDCOAST’s work at Laguna de Chacahua Sanctuary, where volunteers monitor turtle nests, relocate at-risk eggs to protected enclosures, and help hatchlings make their way safely to the ocean. The collaboration marks a new phase in WILDCOAST’s marine protection mission, building on its earlier success with olive ridley turtle recovery along the same coastline. Since 2016, WILDCOAST’s efforts have helped hatch nearly 164 million olive ridley eggs.
“We’re at a critical point for the survival of the Eastern Pacific leatherback,” said Serge Dedina, Executive Director and Co-founder of WILDCOAST. “Through this partnership with Pure Project, we have the opportunity to scale up our protection efforts and ensure that a meaningful number of nests are safeguarded.”
Founded in 2000, WILDCOAST has helped conserve more than 38 million acres of coastal and marine ecosystems across California and Mexico, using a mix of science-based protection, blue carbon restoration, and partnerships with local communities.
Small-batch beer with big impact
Pure Project, a small-batch brewery with five taprooms across San Diego, has long made sustainability part of its brand identity. A 1% for the Planet member, the brewery donates 1% of all sales to grassroots environmental groups. Since its founding in 2015 by Mat Robar, Jesse Pine, and Winslow Sawyer, the brewery has earned numerous GABF and World Beer Cup medals and a reputation for seasonally inspired, ingredient-driven brewing.
“Noc-Turtle is more than a beer; it’s an invitation to be a part of an extraordinary mission,” said co-founder Mat Robar. “We’re proud to partner with WILDCOAST on this initiative, whose decades of conservation work have been monumental for our oceans and marine life.”
Where to find Noc-Turtle
The hazy IPA will be on tap at all Pure Project locations and in select California retailers beginning Thursday, October 2. A portion of proceeds from every pint and can sold will go toward protecting leatherback sea turtle nests in Oaxaca.
Drinkers are also encouraged to support the project directly by donating right here.
