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Chicago Nonprofit Friends of Turtles Initiative Turns Childhood Nickname into Global Turtle Conservation Movement

September 3, 2025

Chicago, IL – August 31, 2025 – What if the fruit on your table could help save turtles? For Chicago entrepreneur and NYU alumna Luisa Portugal, that question became more than just an idea. It became her life’s mission.

Portugal’s passion for turtles started early. As a child growing up in Washington, D.C., she lived near a small neighborhood park that had a turtle pond. She spent countless afternoons there, fascinated by these animals. Her friends began calling her “Turtle,” a nickname that stuck and became a part of her identity. What might have remained only a childhood story instead grew into a lifelong commitment to protect the creatures she admired so deeply. Today, Portugal has transformed that bond into the Friends of Turtles Initiative, a nonprofit that blends agriculture and marine conservation in innovative, unexpected ways.

The heart of the program is simple yet powerful. Through her pilot project, Friends of Turtles Initiative partners with fruit growers to add QR-coded labels to fruit, offering shoppers a way to learn about and support turtle conservation programs worldwide. This direct link between everyday consumer behavior and environmental protection is helping people realize that small actions can potentially lead to a 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. In addition to these industry collaborations, the nonprofit organizes fundraising and educational events, providing communities with an opportunity to engage with conservation efforts and learn how they can help protect turtles. Together, these efforts highlight how everyday commerce, corporate engagement, and public awareness can align to support meaningful change.

The results in the very first year have been encouraging. Friends of Turtles Initiative is now focusing on steady growth, with a goal of reaching $100,000 by the end of this year and gradually working toward $1 million by the close of 2027. Conservation-focused projects are already underway in Florida, Mexico, and Brazil, demonstrating that the movement’s reach is expanding beyond its Chicago base.

“Sea turtles have survived since the age of dinosaurs, but today their future is closely tied to our efforts, Portugal explained. “Unless we help, their strength won’t be enough. Friends of Turtles Initiative is about giving them a chance. It’s about proving that small choices—what you buy, where you donate—can have a significant impact. For me, it’s also about keeping a childhood promise: helping more hatchlings make it safely to the sea.”

Building on this momentum, Friends of Turtles Initiative is establishing partnerships not only with fruit companies but also with aquariums, community groups, and educational organizations. These collaborations work toward ensuring that conservation is not only funded but also understood by the public. The nonprofit has already hosted fundraisers and awareness-building events that combine entertainment with environmental education, inviting participants to learn while contributing directly to turtle protection.

One of the most anticipated events on the horizon will take place in September 2026, when Friends of Turtles Initiative will host an educational dinner at a world-famous aquarium. The evening will highlight the connection between ocean health, conservation, and the choices consumers make every day. To add a sense of excitement, Portugal has kept the exact venue under wraps, with details to be revealed later this year. This approach is designed to build curiosity and sustained engagement as the date approaches.

The organization is also preparing to launch an Adopt-a-Turtle campaign, offering supporters a way to personally connect with and support conservation efforts. By symbolically adopting a turtle, supporters can feel personally connected to on-the-ground projects, from protecting nesting beaches to supporting marine rescue centers. This initiative is expected to strengthen emotional connections between consumers and the cause, fostering ongoing participation and advocacy.

Chicago Nonprofit Friends of Turtles Initiative Turns Childhood Nickname into Global Turtle Conservation Movement — Photo Courtesy: Friends of Turtles Initiative

Though headquartered in Chicago—an inland city far from the ocean—Friends of Turtles Initiative is proving that conservation truly knows no borders. By creatively linking commerce, community involvement, and heartfelt storytelling, Portugal is showing how local action can ripple outward into ocean-wide change. The broader lesson is simple yet profound: you don’t need to live on the coast to play a role in protecting marine life. Every choice, no matter where it is made, can help contribute to safeguarding the future of turtles around the world.

With every piece of fruit labeled, every dollar raised, and every new supporter inspired, Friends of Turtles Initiative is turning a childhood nickname into a global conservation movement.

Learn more at www.friendsofturtlesinitiative.org.