P&G Expands Water Restoration to Strengthen Cutzamala

Procter & Gamble (P&G) is expanding its water restoration strategy in Mexico through ecosystem-based projects aimed at strengthening the Cutzamala System, a key water source for Mexico City and the State of Mexico, while advancing broader efficiency and conservation targets across its operations and supply chain.

In partnership with Nación Verde, P&G launched an environmental restoration initiative focused on improving water security in the region. The project began near El Bosque Dam in Zitacuaro, Michoacan, where soil conservation, fire prevention and reforestation measures are being implemented to reduce surface runoff and increase water infiltration.

The initiative is expected to reduce runoff by approximately 1.2 billion L of water annually, contributing to aquifer recharge within the Cutzamala System. The strategy is now expanding into the Monarch Butterfly Biosphere Reserve, a UNESCO World Heritage site, where 20,000 native trees will be planted to support ecosystem resilience and habitat protection.

“At P&G, we integrate environmental sustainability into how we operate our business across our operations, supply chain and brands. This is reflected in our commitment to contribute to a Water Positive Future, where water can sustain people, nature and P&G’s operations now and for generations to come. We are working with a network of local partners to support long-term projects that improve, manage or protect freshwater sources. Implementing this project within the Monarch Butterfly Biosphere Reserve is part of that work: nature-based solutions that strengthen forests, improve infiltration and support the recharge of aquifers that supply the Cutzamala System,” said Shannon Quinn, Global Leader of Responsible Water Management, P&G.

The initiative also includes temporary employment generation for vulnerable communities in the region, linking environmental restoration with local economic support.

Octavio López, CEO, Nación Verde, emphasized the role of partnerships in ensuring long-term impact. “A lasting forest is not built through isolated actions. It is built when the community contributes its land, its work and the pride of passing it on as a green legacy, while Nación Verde provides the technical rigor, scientific methodology and implementation needed to ensure its permanence. Partnerships like P&G are essential to achieve these types of projects,” he said.

The project forms part of P&G’s Water Positive Future strategy, which focuses on reducing water use in operations, restoring water in stressed regions and addressing water-related challenges through innovation and partnerships. The company has set a target to restore more water than it uses in its six plants in Mexico and in the use phase of its products in Mexico City by 2030.

Beyond ecosystem restoration, P&G has implemented efficiency measures in high water-stress areas such as the Valley of Mexico. Across its Alce Blanco, Mariscala and Milenio plants, the company has reduced water consumption per unit of production by 35% and recycles 5 billion liters annually.

P&G has also expanded its collaboration model through the Litros de Ayuda (Liters of Aid) initiative, developed with Pronatura and Walmart de México. The program links consumer purchases to water conservation efforts, supporting projects such as the restoration of 18ha in the Sierra de Guadalupe through nature-based solutions, including living barriers and filtration dams to improve infiltration, reduce erosion and mitigate flood risks.

“We firmly believe in the power of strategic partnerships. Water is a complex challenge that requires collaboration, which is why we have joined key organizations to drive concrete solutions,” said Camilo Restrepo, Senior Director of Marketing and Communications, P&G Mexico.

The initiative also seeks to engage consumers in sustainability efforts. According to the company, between 60% and 80% of water used across the lifecycle of products such as shampoos and detergents occurs during household use rather than in manufacturing. “It is very important for us to connect with consumers so they are aware of the impact generated, help them with solutions that minimize that impact, and at the same time help them adopt better habits when using products,” Restrepo said.