10 May 2018

Is NZ 100% Pure?

From Morning Report, 7:47 am on 10 May 2018

The New Zealand '100% Pure' marketing slogan that has angered environmentalists is getting a shakeup. The slogan has been controversial since it was challenged in a 2012 New York Times interview with Massey University ecologist Mike Joy. That led to an awkward moment for former Prime Minister Sir John Key on the BBC show Hard Talk. Tourism New Zealand chief executive Stephen England-Hall says the brand is now "evolving". Freshwater ecologist Mike Joy says it's essential New Zealand actually does improve its environment to make the statement true.