P&G, Walmart, and Pronatura Launch Water Restoration Project

Procter & Gamble (P&G), Walmart de Mexico y Centroamerica, and Pronatura Mexico are launching a strategic alliance to implement water restoration projects in Mexico. The program will begin with an intervention in the Sierra de Guadalupe to address water stress and strengthen the resilience of local ecosystems.

“Sustainability only has long-term impact when it becomes a business strategy because it ultimately benefits everyone,” says Camilo Restrepo, Senior Director of Marketing and Communication, P&G.

Mexico is experiencing a growing water crisis, marked by resource scarcity, extreme weather events, and inadequate infrastructure. According to P&G, the country is one of 18 global regions the company has identified as experiencing high water stress and where it has significant operations.

This multi-sector collaboration responds to the need for coordinated efforts to address water resource degradation. The three organizations have aligned their sustainability strategies on common foundations, enabling convergence on a project that aims to deliver measurable and scalable impact.

Initiative Details

P&G’s environmental sustainability strategy is structured around four pillars: climate, waste, water, and nature. Its water strategy in Mexico is built on three phases:

• Operational reduction: Optimization of its six plants in Mexico to reduce water use.

• Product innovation: Development of formulations that lower water consumption during product use.

• Collaborative restoration: Active participation in ecological recovery projects with strategic partners.

The company plans to restore more water than it consumes in Mexico by 2030, including water used during product use in Mexico City. This translates, according to P&G, into “billions of liters,” potentially benefitting local communities and ecosystems.

Walmart has set a target to become a regenerative company by 2040. Its environmental strategy focuses on mitigating climate change, promoting a circular economy, and protecting natural resources. Walmart’s water initiatives include:

• Water footprint measurement

• Installation of efficient-use technologies (such as valves, meters, and automation)

• Wastewater treatment and reuse systems

• Staff training on sustainable water management

These actions, according to Ksenia Portnova, deputy director of sustainability, Walmart Mexico and Central America, aim to secure the operational continuity of stores, clubs, and distribution centers, while minimizing environmental impact. The company acknowledges that achieving structural outcomes requires moving beyond internal efficiency toward collaborative initiatives such as “Litros de Ayuda” (Liters of Help).

The program’s initial intervention will take place in micro-watershed 6 of the Sierra de Guadalupe State Park, a critical recharge area for the Valley of Mexico aquifer. The aquifer’s annual water deficit exceeds 400 million m3, positioning the site as strategic for hydrological recovery.

The first phase includes intervention across 18 hectares of the micro-watershed and the construction of four gabion dams to slow surface runoff, reduce erosion, and facilitate infiltration. The project is expected to generate 20,000 additional m3 of water per year.

Kathy Gregoire, Executive Director, Pronatura Mexico, says that the organization’s methodological approach prioritizes quantifiable indicators such as infiltrated water volume, ecosystem functionality, and biodiversity metrics.

“In the medium term, this initiative is expected to serve as a replicable model for other regions of the country and as a starting point for new public-private partnerships,” says Gregoire.