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AMA Foundation

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AMA Foundation, a marine conservation foundation, with the mission to improve, protect and save the seas.


AMA FOUNDATION is a marine conservation foundation in Baja California, registered in Mexico and the United States. It was founded with the mission to improve, protect and save the seas, as well as creating an ecological environment in Baja California. It financially supports marine conservation partners already in place and spreads awareness as to the crucial work they do. Starting with the waters of the Sea of Cortez where many of the world’s whales migrate annually to reproduce, AMA’s goal is to look after Baja. AMA operates with an ethos of transparency and respect for the oceans, recognising that they provide 99% of the planet’s living space, with an estimated 50-80% of all life on earth found beneath the ocean surface. The word ‘ama’ means ‘Lady in Charge’ and AMA Foundation seeks to represent the status of the ocean as an entity to be respected and cared for, so she in turn can continue to do her own magnificent job.

The Sea of Cortez and the region around the Baja California Peninsula is not only a site of outstanding natural beauty but also a mecca for marine life. Jacques Cousteau, the famous marine explorer called it ‘the world’s aquarium’ when he often visited between the 1960’s and the 1980’s and still today some 900 species of fish, thousands of invertebrates and around 30 mammals reside here while many others frequent the place on a regular basis. Mammals range from Blue, Grey and Humpback Whales to Sealions while fish include Marlin, Yellowfin Tuna, Manta Rays and Whale Sharks, the largest fish in the world, a gentle giant which is totally harmless to humans. There are also dolphins, eels and sea turtles. Yet sadly today many of these species including Sealions and Whale Sharks are now endangered due to decades of fishing and commercial development, causing issues like net entanglement, lesions and trappings from bad fishing practices, not to mention pollution caused by loose plastics and other non-biodegradable waste. They need rescue and protection now more than ever.

AMA supports local marine conservation initiatives which are already taking positive action, such as: Mar Libre, Espiritu Santo Es Parte de Ti, ECO-R, Cabet Cultura y Ambiente, Building Baja’s Future Los Cabos, Asupmatoma, Yo Reciclo, Huellas Verdes, Taste Ecologico Cabo San Lucas, and Gente Joven por un Cambio. Currently AMA’s goals include: a mission to save 45 sea lions from entrapment by fishing nets and a plan to release 5,000 turtles into the sea, hatched from eggs that had been endangered. 

AMA launches on Monday, November 11th, 2019 at 5.30pm at Nicksan restaurant in San José del Cabo in Baja California and hosts its first fundraising gala, AMA Ocean Ball, at Las Ventanas al Paraíso, a Rosewood Resort, in San José del Cabo on Friday, November 15th, during the Los Cabos International Film Festival. The Ball will be repeated annually with increased guests and fundraising targets. The marine conservation beneficiaries selected will continue their work throughout the year, with boosted resources and potential thanks to AMA’s financial support and awareness campaign that will benefit the whole community.

The Chair of the event is the world renowned designer Tamara Ralph and the Co Chair are TTRRHH Prince and Princess of Orleans, duques of Anjou and Cadaval, and  former supermodel, Christina Estrada.

2019 Turtle Release

Our friends at Ocean Blue World hit the beach with the AMA Foundation to experience their turtle release this past October in San Jose del Cabo. These newly hatched olive ridley turtles were quite the site! Enjoy these pics from #OceanBlueProductions.