NZ’s clean, green image under scrutiny with dairy scare

For a country that markets itself to the world with the slogan “100% Pure”, New Zealand’s environmental credentials are not as impeccable as many would think.

The majority of its rivers are too polluted to swim in. Its record on preservation of natural environments is among the worst in the world on a per capita basis. And it is the only OECD country that does not produce a regular national report on its environment.

The discovery by dairy giant Fonterra of a bacteria that can cause potentially fatal food poisoning in ingredients sold to eight countries exposes New Zealand’s vulnerability to food safety scares and the fragility of the clean, green image underpinning its farming- and tourism-based economy.

Agricultural exports, including dairy, meat, fruit and wine, command high premiums internationally thanks to New Zealand’s reputation as a producer of safe, natural and high-quality food.

“It was only a matter of time before our dirty little secret came out,” said Jill Brinsdon, brand strategist at Radiation, a brand agency in Auckland.

“Fonterra is our largest exporter and they’re completely intertwined with New Zealand’s image and also they’re the absolute biggest benefactor of the ‘100% Pure’ brand. When you’re coming out with something that presents itself as fact, or 100% pure, then you have to be 100% pure and we’ve proven that we’re not.”