In response to the recent rains that washed a significant amount of debris into the coastal area, a community-led beach cleanup took place on the morning of Sunday, January 4, at El Bebé Beach, located in the southern part of the municipality. The initiative was organized by local resident and content creator José Martínez, joined by fellow volunteers and city personnel. The only municipal departments participating were IMJUVER, ZOFEMAT, and the Environmental Protection Office.

Marisol Montaño, head of the Secretariat for Environmental Protection, noted that this marked the first cleanup effort of the year and highlighted that a full calendar of upcoming activities is already in place—not only for beaches, but also for neighborhoods throughout the city—through comprehensive programs focused on cleaning, urban maintenance, and bulky waste collection.

“This is not just about showing up to clean; it’s about raising awareness through prevention,” Montaño said. “It is essential to avoid littering in streets, drainage channels, vacant lots, and public spaces. The community at large, along with businesses of all kinds, must play an active role in caring for our environment and in reporting practices that cause pollution.” She emphasized that the main goal is to strengthen collaboration between citizens and government to protect the environment and build a cleaner, healthier, and more organized Rosarito.

Participants in the cleanup included residents from neighborhoods such as Lucio Blanco and Fraccionamiento El Lingote, cowboy associations, community members, and local leaders. Among them were Cokys, a community leader from Reforma; Edgar Robles, representative of the Rosarito Canyon cowboys; Francisco Ayala, veterinarian at El Rodeo Veterinary Clinic; students from COBACH Rosarito High School; and filmmaker Ashlin Toot Marlin, along with many others committed to environmental stewardship.

José Martínez explained that this particular beach was chosen because recent storms had carried large amounts of trash to the area and, being far from the main tourist zone, it rarely receives cleanup attention. “Our goal is to reach more places—not just the most visible ones—and keep them clean on an ongoing basis,” he said.

City officials also announced that future cleanup efforts will include stronger outreach to encourage broader community participation, reiterating that protecting the environment is a shared responsibility.