PLANT CORALS WITH EVERY ORDER

PROJECT: THE KEY’S CORAL COMEBACK

Florida’s reefs have lost over 90% of their coral cover. We’re funding the comeback with 5% of every purchase.

Our Damage

Our Responsibility
2030 GOAL: MEASURABLE RESTORATION IMPACT, REPORTED PUBLICLY. #SAVETHECORAL #SAVETHEOCEAN
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We publish progress updates and impact reports as we fund restoration through partners.

Florida Keys Coral Reef Restoration

At the end of Florida’s 120-mile island chain, Key West sits between the Gulf of Mexico and the Atlantic, where mangroves, seagrass meadows, and coral reefs connect into one living system. Just offshore lies Florida’s Coral Reef (the Florida Reef Tract), part of the only coral barrier reef in the continental United States and one of the largest shallow-water reef systems on Earth.

Coral reefs are small in footprint but massive in impact. They support roughly 25% of ocean life by providing food, shelter, and nursery habitat for fish and other species. When reefs decline, the entire food web thins out, along with the coastal protection and local economies that depend on a functioning reef.

The hard truth is that we have pushed these reefs to the brink. Over the last roughly 40 years, healthy coral cover in the Florida Keys has fallen by more than 90%. Warming oceans drive mass bleaching and heat stress. Polluted water and sediment make it harder for corals to recover. Disease outbreaks like stony coral tissue loss disease, first reported in Florida in 2014, have accelerated losses across the reef tract and the wider Caribbean.

That is why we commit 5% of every purchase to coral reef restoration in the Florida Keys. Your support helps fund practical work such as coral nurseries, outplanting, and reef recovery efforts designed to rebuild coral cover and bring reef habitats back to life. Large initiatives in the Keys, including NOAA’s Mission: Iconic Reefs, exist because the decline is real, and reversing it takes sustained effort and scale.

#SAVETHECORAL & #SAVETHEOCEAN

PROJECT: THE KEY’S CORAL COMEBACK

We publish our donations every six months and keep the Florida Keys reef crisis visible until real recovery is underway.

What is PROJECT: THE KEY’S CORAL COMEBACK?

PROJECT: THE KEY’S CORAL COMEBACK is our long-term commitment to support coral reef restoration in the Florida Keys. We fund real work and real awareness with a simple rule: 5% of every purchase goes toward Florida Keys coral reef restoration and education.
Why focus on the Florida Keys?

Because the Florida Keys reefs have been pushed into severe decline by human impact and climate stress, and they need active restoration. This is one of the most important reef ecosystems in the United States, and it is worth fighting for.
How does my purchase help?

Every order automatically contributes. 5% of your purchase is allocated to support reef restoration and reef education tied to Florida’s reef system, so buying from us becomes a direct action.
Where does the 5% donation go?

We support and amplify credible Florida reef programs and resources, including:

These sites provide public information, initiatives, and education tied to Florida’s coral reef conservation and restoration efforts.
How do you calculate the donation?

We calculate 5% from completed purchase revenue, after cancellations and refunds. That keeps the number accurate and verifiable.
How often do you publish what you donated?

We publish Impact Updates twice a year:

  • Mid-year Impact Update: January 1 to June 30
  • Year-end Impact Update: July 1 to December 31

Each update is posted publicly so customers can see the numbers.
What exactly will be included in each Impact Update?

Every Impact Update will include:

  • Total donation amount for the period
  • How the total was calculated
  • Where funds were directed (program, partner, or initiative)
  • Proof of contribution when available (receipts or confirmation records)
  • Education content we shared and why it matters
  • Next steps for the next 6 months.
What is the 2030 countdown on your site?

The countdown is an accountability marker for our commitment and momentum, not a guarantee that nature will recover on a schedule. Reefs are affected by heat, storms, disease, and water quality. What we control is consistent funding, transparency, and education, and we will keep showing the work.
Do you promise the reef will be fully restored by 2030?

No. Anyone promising that is selling a fantasy. What we do promise is measurable action: continuous giving, public reporting every six months, and consistent education that keeps this crisis visible.
Why do you share the Florida’s Coral Reef Webinar Series?

Because education prevents empty “feel-good” conservation. We share the Florida Department of Environmental Protection’s Florida’s Coral Reef Webinar Series to help people understand what was damaged, what is being done, and what restoration realistically takes.
Where can I learn more about what’s happening to Florida’s reefs?

We point our community to trusted Florida reef resources, including FloridaReef.org and FloridasCoralReef.org, and we also share the Florida DEP webinar series so you can learn directly from experts.
How can I help beyond buying?
  • Watch and share the Florida DEP webinar sessions
  • Practice reef-safe behavior when boating, diving, and snorkeling
  • Support credible reef restoration groups and local conservation efforts
  • Reduce personal pollution impact (waste, chemicals, runoff awareness)