Jupp Baron Kerckerinck zur Borg, Chief executive officer

Jupp provides longterm strategic vision and direction for our organization in his role as SRI's Chief Executive Officer.

Ever since his first dive with white sharks at Isla Guadalupe with his daughter Philipa, he has been on hundreds of dives with sharks, always without a cage, to show people sharks are not as dangerous as humans; or as humans think.

An impassioned and eloquent advocate for sharks, Jupp lectures about the perils these beautiful and still-misunderstood animals face due to the ever-increasing demand for their fins, and the crucial role they play as apex predators in the marine ecosystem. He fights for their protection at the United Nations and international forums such as CITES, and regularly appears on television, often on Germany’s popular ZDF Markus Lanz Talk Show which regularly attracts two million viewers.

Jump is also a Fellow of the Explorers Club, Founder of the German nonprofit organization, Shark Protect and author of Sharks: A Love Story.