MAER joins forces with big business to preserve the nature of Lake Baikal

The MAER media holding has signed an agreement with the YunIrus company (the Clean Line brand) and the Pyaterochka retail chain within the framework of the ecological project "Caring for Lake Baikal: preserving the ecosystem of the Chivyrkuy Isthmus". The agreement is aimed at strengthening joint efforts to preserve the unique nature of Lake Baikal.

"The partnership of three large companies is a big step forward for the project. Together, we will be able to tell people why it is important to protect the ecosystem of the Chivyrkuy Isthmus, where Red Book plants are located, rare birds and animals live," comments Elena Tyabutova, CEO of UNIRUS.

"It is important for the MAER media holding not only to talk about problems, but also to actively participate in their solution. This project is a great example of how media can become a real driving force for positive change. We use all our resources to tell millions of people about the beauty of Lake Baikal and the simple steps that everyone can take to preserve it. Our goal is to inspire the audience and turn information into real action," said Konstantin Mayor, owner and CEO of the MAER media holding.

"It is important that such projects bring real benefits to nature and people. Ecotropa will help reduce the burden on the ecosystem, make nature accessible, but not affected by human intervention," said Boris Ogarkov, Director of Government Relations at X5.

The project "Caring for Lake Baikal: preserving the ecosystem of the Chivyrkuy Isthmus" was initiated to preserve biodiversity and educate park visitors about the rules of responsible tourism in this unique natural area. Despite the status of a national park, the place is open to tourists, and they often ignore security signs, park cars and arrange parking in the forbidden areas of "silence". This affects the vulnerable vegetation of dune communities, and the peace of birds and animals is disrupted by the presence of humans.

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