A proud San Diego son, amazing surfer and all around "good dude" Rob Machado is helping launch the first 100% biodegradable cooler.

The timing could not be better as San Diego recently banned styrafoam coolers at beaches , and will soon ban single use styrofoam and plastic throughout the city.

The ocean is projected to have more plastic than fish by 2050 and every little bit to cut down helps. Whether your a surfer, a fisher, a boogey/body boarder or someone who just likes to enjoy a cold one stairing at the sunset, all San Diegans have a connection to the ocean and protecting it is a worthy cause.