Outdoor apparel company Patagonia has played a key role in protecting Europe's last free-flowing river, the Vjosa in Albania, culminating in the establishment of the continent's first wild river national park in 2023. The company's support included funding, advocacy, and policy engagement, helping thwart dozens of planned dams. Patagonia recently released a report detailing its environmental efforts and challenges.
The Vjosa River, stretching 169 miles from the Greek Pindus Mountains to Albania's Adriatic coast, remains one of Europe's last dam-free waterways. Ulrich Eichelmann, head of RiverWatch, described it as "a bit like an intact living being," starting fast in the mountains and calming near the sea. While hydropower dams often destroy ecosystems and displace communities, the Vjosa's watershed stays untouched thanks to a public-private coalition.
Activists launched the Save the Blue Heart of Europe campaign in 2013 to counter a Balkan hydropower boom. Patagonia joined in 2018, providing funding and producing films that drew global attention, including a petition supported by Leonardo DiCaprio. The company also contributed nearly $5 million since 2023 and engaged Albanian Prime Minister Edi Rama in discussions, mediating between locals and government.
This effort led to Albania's 2023 announcement of the Vjosa Wild River National Park, spanning over 31,000 acres. Olsi Nika, executive director of EcoAlbania, noted the river supports 100,000 people for fishing, agriculture, and traditions, plus over 1,000 species. With Patagonia's help, EcoAlbania united residents, artists, scientists, and lawyers, winning Albania's first environmental lawsuit and blocking a dam, setting legal precedent.
Besjana Guri, a former EcoAlbania member and recent Goldman Prize winner with Nika, highlighted ongoing threats from nearby resort developments. The government approved a 10-year management plan, zoning visitors and improving wastewater systems. Daniel Pirushi from the Ministry of Tourism and Environment stated, "The protection of the Vjosa is not a symbolic act but a concrete, evolving process grounded in science, policy, and partnership."
Patagonia's involvement reflects its long activism history, starting with a 1973 grant for the Ventura River and the 1985 "Earth Tax" donating 1% of sales to environmental groups. CEO Ryan Gellert acknowledged, "Businesses created a lot of the environmental problems that we as humans are now navigating. We’ve got an outsized responsibility to do something about it." The company's new "Work in Progress Report" outlines its impacts and aims to inspire other businesses.