Edited by Alessandro Bonanno and Lawrence Busch
Chapter 2: “100% pure”? Private governance efforts to mitigate the effects of “dirty dairying” on New Zealand’s environment
“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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