Through a partnership that is unprecedented in the aquatics industry, Central Garden & Pet Co. (Walnut Creek, Calif.) and United Pet Group Inc. (Cincinnati), the industry’s largest manufacturers, have decided to work together to promote the aquarium hobby among consumers.

“We are excited to partner with Central Aquatics to promote fish-keeping,” said Carol Huntley-Weber, senior director of marketing for United Pet Group Aquatics (Blacksburg, Va.), the aquatics division of UPG. “Since our companies both offer excellent aquatic products for fish owners, with everything from food to plants and filters to aquariums, we’re working together to share the benefits that owning fish can bring to a home.”

“As leaders in the industry, we felt it was our place to take a leadership role in growing the hobby,” said Linda Staley, senior manager of consumer marketing for UPG Aquatics. “While we may be competitors, we share an interest in seeing the hobby grow.”

As part of their promotional efforts, Central Garden and UPG plan to donate aquariums to major public and non-profit organizations. They hope the donated aquariums in highly visible public locations will inspire the next generation of aquarium hobbyists, Staley said.

The companies had agreed to donate two aquariums by the end of this year, but had not identified the recipient organizations at press time.

The companies also will develop media relations to inform consumers about the long-term benefits of owning fish, and about the choices now available in aquatic home décor. According to Staley, they are working with public relations firm Trone (Greensboro, N.C.) to “pitch and place stories that will inspire the next generation of fish-keepers” in high-circulation consumer publications.

“There is a lot of innovation in the hobby today that makes fish-keeping more enjoyable,” Staley said. “It may not be the same experience that you had in the past.”