Chicago, IL – August 31, 2025 – Can something as ordinary as fruit help protect endangered turtles? For Chicago entrepreneur and NYU graduate Luisa Portugal, the answer is yes. Known since childhood by the nickname “Turtle,” Portugal has transformed that personal story into the Friends of Turtles Initiative, a nonprofit dedicated to linking agriculture with marine conservation in ways that are both practical and innovative.
Her connection to turtles began in Washington, D.C., where she grew up near a small turtle park. She spent countless afternoons there, fascinated by the animals. Her friends even nicknamed her “Turtle.” What could have been only a fond memory became instead a lifelong promise: to safeguard these creatures for generations to come.
Through her pilot project, Friends of Turtles Initiative partners with fruit growers to add QR-coded labels to fruit, allowing shoppers to instantly connect their purchase to turtle conservation programs worldwide. This direct link between everyday consumer behavior and environmental protection is helping people see that small actions can translate into meaningful impact. Beyond these grower partnerships, Friends of Turtles Initiative is also in discussions with large global transportation and fertilizer companies to explore how they can support the mission. The initiative’s efforts continue to build awareness about the importance of conservation, with communities engaging in educational events that focus on both marine life and environmental protection.
The approach has already shown positive results. Friends of Turtles Initiative has set goals to raise $100,000 by the end of the year and $1 million by 2027. At the same time, the organization is advancing conservation projects in Florida, Mexico, and Brazil, demonstrating that even a nonprofit headquartered in Chicago can contribute to international efforts.
“Sea turtles have survived since the age of dinosaurs, but today their future depends on us,” Portugal said. “Unless we help, their strength won’t be enough. Friends of Turtles Initiative is about giving them a fighting chance. It’s about proving that small choices—what you buy, how you act—can create a global impact. For me, it’s also about keeping a childhood promise: helping more hatchlings make it safely to the sea.”
Partnerships continue to be a central focus. In addition to fruit growers, Friends of Turtles Initiative is working with aquariums, community organizations, and educators to ensure conservation is not just funded but also understood. Events held by the nonprofit combine entertainment with education, creating opportunities for people to learn about the challenges turtles face and how collective actions can support their protection.
Looking ahead, anticipation is building for a special educational dinner scheduled for September 2026 at a renowned aquarium. The event will highlight conservation and give attendees a chance to engage directly with efforts to protect turtles. The exact location will be announced later this year.
Another project on the horizon is the Adopt-a-Turtle campaign, which will allow supporters to symbolically adopt turtles and contribute to field projects ranging from nest protection to marine rescue operations. This campaign aims to deepen engagement with the cause and encourage long-term advocacy.
Photo Courtesy: Friends of Turtles Initiative
Friends of Turtles Initiative proves that geography does not limit conservation. By merging commerce, community participation, and education, the organization demonstrates how action taken in an inland city can ripple outward to the world’s oceans. The lesson is clear: one doesn’t need to live near a beach to make a difference. Every decision—whether it’s a purchase, attending an event, or learning about conservation—has the power to safeguard turtles and the marine ecosystems they inhabit.
With each QR code scanned, each event held, and each new supporter inspired, Friends of Turtles Initiative is showing how a childhood nickname can evolve into a global movement for conservation.
Learn more at www.friendsofturtlesinitiative.org.
Media Contact:
- Luisa Portugal, Founder
- info@friendsofturtlesinitiative.org
