Surfrider and REEF establish Better Beach Alliance to protect clean water and healthy beaches

May 01 2018

Today, the Surfrider Foundation, a leading nonprofit organization dedicated to the protection and enjoyment of our ocean, waves and beaches, and REEF, one of the world’s premier beach footwear and apparel brands, announced the launch of the Better Beach Alliance to fuel industry-wide support for the protection of our coasts. 

The Better Beach Alliance was developed in collaboration to expand three key areas of impact, including number of beach cleanups, trash removal and volunteers. The collective goal is to engage 30,000 volunteers in 1,500 beach cleanups to remove 150,000 pounds of plastic pollution and trash from the nation’s coastlines in 2018. As the founding sponsor of the Better Beach Alliance, REEF’s commitment will also contribute to Surfrider’s plastic pollution efforts, with a focus on reducing the consumption of single-use plastics. 

"Surfrider is a force for good that continually inspires REEF and directly connects to our passion to keep our ocean and beaches clean for everyone to enjoy,” says Mike Matey, REEF VP of Marketing. “By joining resources, we hope to accelerate our impact and encourage more brands and communities to get involved.” 

The launch of the Better Beach Alliance underscores REEF’s recently reinvigorated mantra, Beach Freely. The new mantra lends itself to the brand’s updated impact strategy to help keep beaches clean for everyone to enjoy. In addition, Beach Freely embraces a connection between our beaches and well-being. By protecting the beach from harmful pollutants, people can create clean and beautiful places to be restored from life's daily stress and pressure.

“REEF has taken their Surf Industry Coastal Defender support to another level to protect the world’s beaches,” said Dr. Chad Nelsen, CEO of the Surfrider Foundation. “Beaching freely requires clean water and healthy beaches and REEF’s support will help Surfrider’s network step up our game to reduce plastic pollution.”

As the founders of the Better Beach Alliance, REEF and Surfrider hope to bring together industry and communities to play a critical role in enacting meaningful change to our planet. For more information on how to get involved in the Better Beach Alliance, visit or find your nearest Surfrider chapter at


REEF is the global footwear and apparel brand that encourages people everywhere to Beach Freely. United by the spirit of the beach since 1984, REEF designs innovative and comfort-driven products to celebrate the freedom and fun of the beach lifestyle.

REEF® and Reef Beach Freely™ are trademarks of South Cone, Inc.

About Surfrider Foundation

The Surfrider Foundation is a nonprofit grassroots organization dedicated to the protection and enjoyment of our world’s oceans, waves and beaches through a powerful network. Founded in 1984 by a handful of visionary surfers in Malibu, California, the Surfrider Foundation now maintains over 500,000 supporters, activists and members, with more than 160 volunteer-led chapters and student clubs in the U.S., and more than 450 victories protecting our coasts. Learn more at