SodaStream deploys an ocean-sweeper to clean up plastic waste in the Caribbean Sea

SodaStream has announced the launch of its massive ocean-sweeper, a contraption designed to dismantle booming plastic waste patches in marine waters.  The “Holy Turtle” has already started cleaning up plastic in the Caribbean Sea; the specially designed model is stationed off the shores of Roatán, Honduras for its pilot project. Enlisting the aid of local youth and government, as well as environmental NGOs, experts and artists, SodaStream’s multifaceted mission is a four-day feat with a hopefully long-term impact.

SodaStream CEO Daniel Birnbaum heads the ambitious assignment alongside a formation of international executives who have refocused their energies into acquiring the technology and partnerships they need for the bold initiative. Seven local schools in Honduras have also teamed up with the nearly 150 company execs. While the students are charged with providing a helping hand with the clean-up, their longstanding potential is even more significant. The kids will participate in educational courses alongside their clean-up duties, learning about the environment from international experts. Birnbaum and collaborating NGO Plastic Soup Foundation hope that the students’ involvement will influence them to become environmental ambassadors for their communities in the future.

Having spent his life side-by-side with water, Birnbaum is no stranger to how influential interacting with nature can be. Before leading SodaStream, the philanthropist was a naval officer and an experienced skipper. Birnbaum’s project was inspired by a 2017 BBC feature that brought to light the devastating stretch of synthetic trash floating off the Honduran coastline through the lens of videographer Caroline Powers. More than a clean-up job, Birnbaum became determined to dismantle the marine decay, regarding the plastic waste as both a somber byproduct of human consumption as well as an invasive force in its own right.

“More than 8 million tons of plastic goes into the ocean every year. This plastic doesn’t disappear. It breaks up into tiny particles, floats in the ocean, endangers marine life and ends up in our food chain,” he explained. “We must all put our hands together to reduce the use of single-use plastic and commit ourselves to changing our habits and go reusable. It’s in our hands.”

The company is the first known commercial entity to attempt a marine clean-up project, at least with this rank of potential and — true to its cause — the recovered debris won’t simply be trashed. The waste, gathered by the 1,000-foot-long “Holy Turtle” contraption, will be transformed into an exhibition aimed at raising awareness about single-use plastics and educating people on why adopting reusable cups, straws, bags and bottles is paramount in saving the environment.

The one-of-a-kind vessel was developed by Florida-based company ABBCO, specialists in oil spill containment. Two marine vessels tow the extensive gathering unit that is able to cover vast portions of open water. Most remarkably, the “Holy Turtle” features specially engineered vent holes to protect wildlife while still gathering up significant amounts waste.

“We can’t clean up all the plastic waste on the planet, but we each need to do whatever we can,” Birnbaum said. “The most important thing is to commit ourselves to stop using single-use plastic.”