Together we’re working to conserve precious wetland species and create habitats in East Anglian wetlands, which house some of the UK’s most valuable, yet fragile ecosystems.

A lasting commitment

Across our three-year partnership, Finish will fund critical WWF work.  This will include water replenishment projects that will cleanse and return at least 500 million litres of freshwater to the environment – that’s equivalent to more than 160 London Olympics’ swimming pools!


East Anglia is famous for its rivers, wetlands and marshes, many of which are under increasing threat from growing water demand, pollution and climate change. These freshwater environments are home to a unique variety of plants and animals, and WWF has chosen to work in this area to help protect and enhance them.

Working with nature

Working with nature

Wetlands not only sustain and enhance key wildlife populations, they can also play a vital role in maintaining water quality. So WWF is using this “nature-based solutions” technology to create new wetlands to further clean water discharging from some of the region’s sewage treatment works.

Re-introducing native wildlife

The Burbot, a native freshwater fish, became extinct in the UK in the mid 20th century due to water pollution and habitat degradation. Now, WWF can bring it back into a targeted river in East Anglia which provides a cleaner, safer water environment for the species.

Working with others

WWF is joining an exciting partnership that is developing a first-of-its-kind Water Fund for Norfolk. This will bring together funding from a range of organisations, including Finish, to deliver on-the-ground projects that will benefit the water environment.


Conserving and cleaning up freshwater is critical to helping nature thrive. Since the 1970s, 41% of UK plant and animal life has declined (NBN – State of Nature 2019). Creating and maintaining healthy wetland habitats is one way to stop this decline and support biodiversity.

What depends on wetlands

Rare plants and animals

Species such as the marsh harrier and the fen orchid can only flourish with healthy wetland environments. Across East Anglia, a variety of different wetland habitats – many unique to the UK – support a huge range of plants and animals that can be threatened by human impact.

Local livelihoods

Wetlands across East Anglia, and the wildlife they support, draw visitors from far and wide. This tourism brings in over £10bn a year to local economies.

Water supply

East Anglia is one of the driest and most water-scarce areas of the UK. Wetlands can play a vital role in holding water and helping recharge aquifers from where a significant proportion of the area’s domestic water supply comes from.


The Environment Agency is warning that the UK could face serious water shortages within the next 25 years. To avoid our water supply dropping dangerously, positive action is needed.

Take action


Finish Ultimate is proven to deliver a first-time clean on even the toughest baked-on stains. Not only does it save you time and effort, but by skipping the pre-rinse your household could save up to 1000 litres a year!

Finish UK is raising £250,000 per year for WWF-UK for freshwater projects. (WWF-UK Trading Ltd pays all taxable profit to WWF-UK, charity registered in England & Wales 1081247, Scotland SCO39593)