Territorial Regeneration:
Valeria del Mar Dunes Eco-Area
A new protected area for Pinamar

The Recupera&Transforma campaign continues with the creation of a new protected area in Pinamar to protect and enhance coastal dunes, prevent marine waste pollution, promote recycling, and reduce the impact on nature and wildlife.

The Recover and Transform campaign, promoted by the Municipality of Pinamar, the Recycling Conscience cooperative, and the Pinamar Ecological Foundation, has the support of the civil association CEMPRE (Business Commitment to Recycling) and SC Johnson, along with technical assistance from La Ciudad Posible. Within this framework, activities are being carried out to protect coastal ecosystems, provide infrastructure and equipment to enhance the value of a new protected area, strengthen comprehensive waste management, and carry out educational activities for visitors, schools, and local NGOs, with the aim of raising awareness about the importance of recovering and transforming waste. This contributes to preventing the pollution of our beaches and accelerating the transition towards a more circular and regenerative economy.

Valeria del Mar Dunes Eco-Area

As part of the campaign, work was done to enhance the value of an ecotone-like area, encompassing 40,000 m2 of coastal dunes and interdune shoals surrounding the main entrance to Valeria del Mar beach. The area protects a valuable diversity of coastal flora and fauna and houses two lagoons formed by the accumulation of rainwater and stormwater runoff from a section of the city.

The importance of dunes lies in the fact that they are a vital transition zone between the terrestrial and aquatic ecosystems and perform key coastal protection functions, thus representing significant benefits for our communities. The dunes act as a natural barrier: they protect the coast from marine erosion, slow the advance of the sea, provide sand to maintain wide and healthy beaches, and reduce the impact of storms. In turn, these ecosystems provide refuge for endemic species of fauna such as the endangered dune tuco-tuco and the dune lizard, as well as a huge diversity of birds. They also guarantee sustainable urban water management by reducing the risk of flooding and infiltrating rainwater into the aquifer, contributing to the balance of the freshwater-saltwater wedge. The care and protection of the site also protects psammophilous flora species (plants adapted to sandy substrates or biotopes), which have developed unique strategies to survive wind, salinity, and water scarcity.

Transforming waste into circular and sustainable equipment to enhance the area

Through the campaign, equipment was installed to promote the enjoyment and protection of the area by the local community and tourists.

A network of biotrails with interpretive signage was developed to explore the Eco-Area, discover the native flora and fauna species that inhabit the dunes, and raise awareness among visitors about the importance of their conservation.

One trail leads to a lookout point above the dunes, from where you can enjoy a panoramic view of Valeria del Mar Beach and the dune, as well as native wildlife such as gulls, oystercatchers, hairy and two-haired sea lions, elephant seals, and the endangered Franciscana dolphin.

Another trail goes deep into the dune, among wild vegetation, to visit one of the area's lagoons, relax, and connect with nature.

Along the trail, there are sculptures produced by local artists representing some of the region's flora and fauna species, such as the great grebe, the sea bass, and the dune daisy.

According to the latest Provincial Census of Marine Coastal Litter (2018), 84% of the waste found on the Buenos Aires coast is plastic. This waste, degraded into small particles, becomes microplastics that seriously affect marine biodiversity. To address this problem, an ecopoint was installed on the visitor access path to the beach to promote the separation of recyclable waste at source, preventing it from contaminating the dunes and beaches and harming wildlife. At the same time, the project seeks to strengthen the local recycling industry.

All the materials used for the construction of the structures and equipment come from the circular economy: they were once post-consumer waste and, thanks to recycling, were transformed into products and resources of social value. One of the main players is plastic lumber, made from recycled plastics, primarily flexible or single-use plastics. The use of plastic lumber avoids the felling of native trees; it is also fireproof and maintenance-free.

Community Participation and Awareness

The inauguration ceremony for the Eco-Area took place on the morning of Wednesday, April 16, 2025, with the presence of Mayor Juan Ibarguren.

The event has been declared of Municipal Interest by Decree No. 0675/25.

The event was attended by 50 people from the Reciclando Conciencia cooperative, the Pinamar Ecological Foundation, and city residents. They worked on ecological restoration using native species in areas of the dunes degraded by vehicle traffic and parking, and on cleaning and sorting waste throughout the Eco-Area. The event concluded with live music from the local ensemble "La Siembra."

Sobre las organizaciones que impulsan el proyecto

SC Johnson: Founded in 1886 and headquartered in Racine, Wisconsin, USA, SC Johnson believes that a more sustainable, healthy, and transparent world that inspires people and creates opportunities is not only possible: it's our responsibility.

A heritage of innovation and bold, transparent decisions is why its high-quality products and iconic brands—including OFF!® Raid®, Glade®, Windex®, Scrubbing Bubbles®, Ziploc®, Mrs. Meyers®, Method®, Autan®, Baygon®, Mr. Muscle®, Duck®, Lysoform®, and more—are found in homes, schools, and businesses in virtually every country around the world.

As a global company with a purpose, SC Johnson is committed to making the world a better place today and for future generations. That means tirelessly applying its expertise in science, innovation, and partnerships to impact some of the world's most pressing environmental and health issues, such as reducing plastic waste and eradicating malaria. Around the world, SC Johnson uses its resources to unlock greater economic and educational opportunities for people and communities where access may be limited, but curiosity and potential are limitless.

SC Johnson is a family company working for a better world; for more information, visit scjohnson.com or visit their Facebook, Twitter, LinkedIn, Instagram, and YouTube accounts.

CEMPRE: CEMPRE is a civil association that aims to increase recycling levels in Argentina through the generation and dissemination of technical and operational knowledge in the Urban Solid Waste Management system.

www.cemprearg.org

LA CIUDAD POSIBLE: La Ciudad Posible is a triple-impact ecosystem focused on supporting governments and businesses in building nature-inspired solutions. The organization structures its work based on six strategies, with the goal of sustaining life in the territories: ecosystem development, circularity of materials, resilient cities, sustainable food, clean energy, and water management.