In late April 2021, Pyaterochka and J7 announced the launch of the Together We Do Good eco-campaign to clean up a part of the Volga shoreline. From 1 May to 31 August 2021, one rouble from every item of J7 juice sold at Pyaterochka was donated to clean up the banks of the Volga. The project experts – environmental activists and specialists from the Clean Games interregional public organization – compiled a list of the most visited places along the Volga River that needed to be cleaned.

On the results of the voting, three zones were chosen: together the companies cleaned up 370,000 square meters of a section of the Volga line.