Hong Kong-based and long-time member CHEURAM Consulting Group strongly supports Passion Sea, the established non-profit organization based in Monaco. While it is apparent that the oceans and the water face an ever-increasing challenge to be free from plastic and waste, most efforts focus on arranging and improving cleaning efforts in coastal areas and on the high seas, as well as increased awareness among governments and consumers on restricting the use of plastic. Passion Sea´s activities, however, begin much earlier to make sure that pollution will not happen, in the first place.