When Mexican fishermen turn to the ocean, they find way more plastic than fish. Beer brand Corona, which has a longstanding commitment to fighting plastic pollution, addresses this problem with The Plastic Fishing tournament. The event challenged local fishermen to retrieve plastic from the Pacific ocean in return for a cash prize. In merely four hours, over 60 fishermen on 30 boats removed 2.9 tonnes of plastic from the ocean. The event followed Corona’s claims that it is the first in the beverage industry to become ‘net-zero plastic’ – announcing that it is now recovering more plastic from the environment than it generates.