How patagonia helped save europe’s last wild river from dozens of planned dams

The Vjosa River flows wild and free for 169 miles from Greece’s Pindus Mountains to Albania’s Mediterranean coast—one of Europe’s last untouched waterways in a continent where most rivers are confined by dams. Thanks to an unprecedented partnership between outdoor clothing company Patagonia, local activists, and the Albanian government, this pristine ecosystem is now protected as Europe’s first wild river national park.

The victory came after a decade-long battle against dozens of planned hydropower dams that would have destroyed the river’s ecosystem. While dams are often promoted as “clean” energy, they actually emit methane, block fish migration routes, and displace local communities. The Vjosa supports over 1,000 species and 100,000 people who depend on it for fishing, agriculture, and cultural traditions.

Patagonia’s involvement began in 2018 when the company joined the “Save the Blue Heart of Europe” campaign, providing nearly $5 million in funding since 2023. The company took an innovative dual approach—supporting grassroots activists while also working directly with Albanian government officials. CEO Ryan Gellert personally met with Albania’s Prime Minister multiple times, serving as a mediator between local advocates and policymakers. This strategy proved successful when an Albanian court blocked dam construction in 2021, and the government officially designated the Vjosa Wild River National Park in 2023.

The campaign’s success demonstrates how businesses can be powerful allies in environmental protection. As part of Patagonia’s new comprehensive impact report, the company hopes to inspire other businesses to take similar action, showing that corporate environmental activism can create lasting change when combined with community organizing and government partnership.