15 Aug 2013

Risks inherent in 100% Pure slogan

9:20 am on 15 August 2013

Parliamentary Commissioner for the Environment Jan Wright says the 100% Pure marketing campaign could pose a serious risk to the economy.

The slogan has been heavily criticised in the wake of the Fonterra botulism scare, with some international media describing it as a festering sore and 100 percent manure.

Dr Wright says she has believed since its inception the campaign was risky, and asking for trouble.

She says it potentially poses a risk to the economy from countries picking holes in it, and using examples of poor environmental measurements as reasons not to import from New Zealand.

She believes this could be happening with Sri Lanka blocking some Fonterra product, claiming it has tested positive for a contaminant, despite the Government saying that is not the case.

Dr Wright believes a more truthful slogan would be 'Clean and Green New Zealand'.

Which she believes is a simple phrase, with enough positive examples, but offering no guarantees.