Pure Magic! 20 Years of Keeping Wicklow Uplands Clean

Pure has removed over 4,300,000 kg of waste from more than 17,000 illegal dumping sites across the uplands since 2006.

A small army of volunteers, along with local authorities and state bodies have been keeping Wicklow's beautiful landscapes free from illegal dumping for two decades

This year, that effort hits a major milestone.

Pure, the partnership initiative protecting the Wicklow / Dublin Uplands, is celebrating 20 years since its launch at Avondale House in Rathdrum back on 1st September 2006. The numbers behind those two decades are staggering:

4,300 Tonnes of Rubbish, Gone

Pure has removed over 4,300,000kg of waste from more than 17,000 illegal dumping sites across the uplands since it began. That's more than 860,000 standard household bin bags!

Pure Manager Ian Davis led the initiative from day one. He says roads were often impassable in the early days, littered with everything from household waste and electrical goods to construction debris and burnt-out cars. On more than one occasion, crews came across what looked like the entire contents of a house dumped in the Wicklow mountains, including the kitchen sink!

Numbers Are Moving in the Right Direction

The good news for Wicklow is it's working. In 2025, illegally dumped waste and litter dropped by almost 72% compared to its busiest year back in 2008.

The Pure Mile: A Community Success Story

One of the standout achievements is the Pure Mile initiative. It invites local communities, families, schools, Scouts, walking groups, cyclists and businesses to 'adopt' a mile of road in their area, organise litter picks, run anti-dumping campaigns, and research local wildlife and heritage along the way.

Celebration

To mark the 20th anniversary, Pure has put a documentary-style video together charting its 20-year journey. That'll premiere at a special celebration night on 2nd October at the Brooklodge Hotel, alongside the annual Pure Mile Awards.

While Pure's current funding cycle is due to wrap up this December, the team say they're optimistic about securing continued support from the Department of Climate, Energy and the Environment, and submitted a three-year funding proposal back in March.