Handbook of the International Political Economy of Agriculture and Food
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Handbook of the International Political Economy of Agriculture and Food

Edited by Alessandro Bonanno and Lawrence Busch

This book tackles the central question of the political and structural changes and characteristics that govern agriculture and food. Original contributions explore this highly globalized economic sector by analyzing salient geographical regions and substantive topics. Along with chapters that investigate agri-food in North America, Europe, Latin America, Asia and Oceania, the book includes contributions that cover topics such as labor, science and technology, the financialization of agri-food, and supermarkets.
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Chapter 2: “100% pure”? Private governance efforts to mitigate the effects of “dirty dairying” on New Zealand’s environment

Carmen Bain and Tamera Dandachi


“Clean and green” and pastoral farming are images synonymous with New Zealand. While long held as part of New Zealanders’ (colloquially known as “kiwis”) cultural identity these images have more recently been developed to create a niche for New Zealand commerce within the global marketplace. The government, together with business, has carefully crafted the identities of New Zealand’s pastoral clean, green image, captured in the “100% pure” international brand and marketing campaign (see Figure 2.1). This brand is centered on the natural environment and the perceived cleanliness of the country, which is critical for the country’s second biggest economic sector, tourism. For example, New Zealand was the location for the popular Lord of the Rings movie trilogy, which showed off the country’s spectacular unspoilt national beauty and has brought in tens of millions of dollars as tourists flocked in to visit places such as Hobbiton. The clean, green image is also central for the identity and promotion of New Zealand’s agricultural products, especially dairy and organics, as distinctive within the global market.

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