Multiple award-winning scuba holiday company blue o two has strengthened its industry-leading commitment to the environment by partnering with Bite-Back Shark & Marine Conservation and pledging to raise £10,000 for the charity in 2019.

The announcement comes just months after blue o two removed all single-use plastic bottles and straws from its Red Sea and Maldives fleets and pledged that its vessels will be single-use plastic free by the end of next year.

The newly re-branded, global dive operator has now committed to raise a five figure sum to support Bite-Back Shark & Marine Conservation and its pioneering campaign to eliminate the sale of shark products in the UK.

Managing director for blue o two, Alyson Tyler, said: “Our partnership with Bite-Back is a fresh and exciting example of how blue o two is leading the scuba diving industry’s environmental agenda from the front. Choosing to support Bite-Back was an easy decision. For over a decade the charity has run intelligent and impressive campaigns that have delivered real results that champion shark conservation and help safeguard the marine environment. We’re certain our clients will love this partnership too.”

Bite-Back’s campaign successes have prompted ASDA, Iceland Foods and nationwide cash-and-carry operator MAKRO to end the sale of mako, thresher and blue shark products. The charity has also spearheaded an 82% fall in the number of restaurants serving shark fin soup. Last summer Bite-Back launched a campaign calling on the UK media to drop the clichéd killer shark headlines and accurately report shark encounters, reaching an audience of 14 million people.

Campaign director for Bite-Back, Graham Buckingham, said: “When you realise that nearly half (46%) of all Brits would prefer an ocean without sharks, you get a clear understanding of the enormity of the challenge. For that reason, we’re enormously proud and grateful that blue o two has chosen to get behind Bite-Back’s campaigns with funding, outreach and exposure to thousands of loyal customers around the world. With its support we look forward to accelerating our campaign ambitions and sharing our successes throughout the year.”

From this month, blue o two customers will also have the chance to pledge a donation to Bite-Back when making a booking to any of its 15 destinations.