- Handbooks of Research on International Political Economy series
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.
You are not authenticated to view the full text of this chapter or article.
Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.
Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.
Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.