Hooton on 100% pure

August 17th, 2013 at 8:54 am by David Farrar

writes in NBR:

The usual suspects are at it again.

After the Fonterra fiasco, the likes of the Daily Mail, Rod Oram, the Chinese Communist Party and the Green Party are again targeting Tourism New Zealand’s campaign.

I wonder if other countries put up with this nonsense? Many countries have marketing slogans that are of course not literal statements of fact.

In fact, the 100% Pure campaign was never exclusively or even primarily about the environment.

Launched in 1999 by the Shipley government, and maintained throughout Helen Clark and Mr Key’s prime ministerships, 100% Pure was always about the quality of the visitor experience.

Jumping off a bridge tied by the feet to an elastic band is 100% Pure adrenalin, dining on fresh crayfish and Cloudy Bay is 100% Pure indulgence, and so forth.

Tourism New Zealand’s market research always showed that tourists and potential tourists understood the campaign’s messages far better than those who, for domestic political reasons, have co-opted 100% Pure and subverted it to be solely about the natural environment.

Matthew is absolutely right. They are trying to hijack what the slogan is about.

Indeed, early market research suggested that the initial 100% Pure imagery was too focussed on the natural environment and neglected people and activities. Potential tourists wondered if there was anything to actually do in New Zealand except stare at a lake.

As a result, through most of its history, 100% Pure’s imagery has been designed to tell a story of how landscapes, people and activities combine to produce a uniquely, 100% New Zealand experience.

Environmental lunatics like Dr Ehrlich may define a world as 100% Pure only if there are no people in it but most human beings understand they have just as much right to be part of the environment as the Eritrean gannet.

Indeed, a country with no humans is the only way you can be 100% environmentally pure.

Those who doubt how our environment stacks up are clearly ignorant of the rest of the world but those who visit here are not. In Tourism New Zealand’s 2012 Visitor Experience Monitor, satisfaction with our landscapes and natural scenery received an overall rating of 9.5 out of 10, the highest rating in the survey and ahead of food, beverages and shopping.

Only 9.5/10. What a disgrace.

The commercial danger is that the green movement’s misrepresentation of 100% Pure will create pressure for it to be dropped.

100% Pure is the most successful tourism marketing campaign in history, winning dozens of international awards including best destination marketing campaign at the 2012 World Travel Awards for its latest 100% Middle Earth iteration.

Part of its secret is its longevity. While other countries change their tourism campaigns regularly, 100% Pure has survived 13 years. Its core message has been repeated for so long that it has become well enough known to be worth theDaily Mail criticising it.

The data speaks for itself. Since it was launched, holiday arrivals have increased by 56%, from 785,000 in 1998/9 to 1,224,000 in 2012/3. Total revenue is up 53% to $5.5 billion. 

Yet a few dedicated people want us to drop it.

New Zealand is a clean and green country, with a beautiful natural environment, and offers a wide range of 100% Pure holiday experiences. We should be proud of it. And the green movement and their foreign backers should stop running it down.

Hear hear.

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56 Responses to “Hooton on 100% pure”

  1. Dean Papa (784 comments) says:

    As the great philosopher prince Philip once remarked, “Tourism? It’s just national prostitution”

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  2. lazza (381 comments) says:

    “Quote” … “New Zealand is a clean and green country, with a beautiful natural environment”.

    Really? … Well maybe not 100%.

    Been to Horowhenua lately? Seen their Lake/open drains/dump/old sewer system/$150 M backlog water waste water expenditures/Shannon township boil their drinking water/ HDC water waste water consents expired.

    And up the road the Manawatu River, (Geez) … go a little further north to Lake’s Taupo, Rotorua, plenty of others … see what I am saying?

    Current static from the Min of the “E” suggests that someone has at last woken up to the need to DO! something.

    Lets hope so and then! … we might fairly claim (say) 90% pure.

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  3. Reid (16,227 comments) says:

    lazza I’m guessing you heard a lot of wooshing sounds as your parents, teachers and lecturers tried vainly to educate you.

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  4. eszett (2,396 comments) says:

    Oh please!

    So if it isn’t about of natural beauty why quote the visitors “satisfaction with our landscapes and natural scenery”.
    And it’s fantastic that they still rate us so well. We should be proud of it. Most of all we should be protective of it.

    It’s more than a bit disingenuous to suggest that it isn’t all about nature, but more about activity and indulgence.
    Whenever I am overseas and people talk about New Zealand the first thing people mention is not the bungee jumping or the great food that you can have here.

    Invariably the first thing that say is what a beautiful place it must be.

    Yes, all the wine, food, bungee jumping, whitewater rafting is all important in the mix.
    But New Zealand’s USP is it’s pristine landscape and natural beauty. People come here mainly for that AND all the other little bonuses such as a great time, great food and great wine. Take away the natural beauty and all else falls apart.
    To pretend otherwise is either truly ignorant or plain foolish.

    And that USP is pretty damn vulnerable, especially to short-sighted profit interests.

    Nobody thinks 100% pure should be taken literally. That’s just a silly strawman to counter anyone who dares to question the amount cow piss and shit we allow to flow into our waterways.

    To speak with John Key’s immortal words: it’s an aspirational goal.

    And the 100% pure campaign shouldn’t be dropped. But we should bloody well aspire to it.

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  5. Black with a Vengeance (1,787 comments) says:

    Hidden due to low comment rating. Click here to see.

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  6. thedavincimode (6,627 comments) says:

    It’s true. Rod Oram is a cunt.

    He seems to do quite a lot of research (unlike, for example, the pop economist Hickey) but unfortunately for Oram, he never quite seems to do enough. On the occasions that I’ve heard him he gives the impression of the 100m runner who thought the race stopped at 90m or simply just ran out of puff at the 90m mark. Either he doesn’t realise that it is in fact the last 10m that gets you to the line, or it’s just that he always finds what he set out to find at the 90m mark.

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  7. Reid (16,227 comments) says:

    We all know It’s mostly bullshit.

    You mean like how the lefties claim they really really want jobs as well as getting rid of “dirty” dairy Black?

    How does that work?

    I mean do you guys think life is some sort of movie? Where you can just wish upon a star and it will all become twue?

    It’s just you guys never explain how your wishes translate into the real world of exports etc. So are we to take you on trust, where at your direction we’ll break down our current world and once it’s all been broken down and we have no more dirty dairy or mining or anything else, then what?

    Er…

    See if guys ever spelled out the second bit of the puzzle, even I might consider supporting your plan. But since you never have, I refuse to consider your philosophy and place it into the childish naive bin of dreams.

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  8. Dennis Horne (2,373 comments) says:

    Storm in a poo-pond.

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  9. slightlyrighty (2,471 comments) says:

    http://www.youtube.com/watch?v=K75BzQAEBiU

    This is how to hijack a slogan!

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  10. backster (2,141 comments) says:

    I don’t think either Oram or the Greens claim to be patriots.They yearn for the power to bring about their own ideal of backward socialism over which they can exercise authority and paternalism.

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  11. Black with a Vengeance (1,787 comments) says:

    Well perhaps if you nutjobs actually practised trickle down in more than just theory, invested in entrepreneurial new business instead of rental properties and gouging power companies, there wouldn’t be so many short sighted hayseeds looking to grow cows, fuck up the environment and create fuck all manufacturing jobs that provide goods to export.

    Trust your lot to know what they’re doing because Key’s intentions for NZ are 100% pure…hmmm yeah OK…NOT!!!

    What is the road to hell paved with?…cowshit and bullshit from the looks of it.

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  12. Reid (16,227 comments) says:

    I don’t think either Oram or the Greens claim to be patriots.

    The Gweens do. The fact they can’t see the contradiction between patriotism and their policies I put down to roaring mentalism so powerful and terrible, that the chance of rational thinking entering their minds has about the same chance as a sparrow making headway in a hurricane.

    What is the road to hell paved with?…cowshit and bullshit from the looks of it.

    So still no plan, Black. Honestly, when are you going to learn that just pointing to a problem is only half of the solution? I’m picking, never. You’re not a Gween, are you?

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  13. Ian McK (237 comments) says:

    The cruds mentioned in the article would be charged with fiscal treason anywhere else. How long are we going to sit back and put up with the likes of Oram, Greens, and Labour doing their best to ruin this country so as to try and gain some votes. These non-productive scum should be given a bullet.

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  14. Jack5 (5,014 comments) says:

    Rod Oram will get bookings for speeches on this up and down the country.

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  15. jcuk (665 comments) says:

    Maybe it is something to do with the 13th year for it to be questioned and also if we are doing enough to make NZ a clean green country … it is a hell of a lot better than many places in the world but it could be a hell of a lot better still.

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  16. Ross12 (1,389 comments) says:

    “To speak with John Key’s immortal words: it’s an aspirational goal.

    And the 100% pure campaign shouldn’t be dropped. But we should bloody well aspire to it.”

    Exactly right eszett. You could have added ” we should never get complacent about it “

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  17. Manolo (13,518 comments) says:

    Rod Oram, comrade Clark’s fan number one, should be deported to Mother England. :-)

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  18. Black with a Vengeance (1,787 comments) says:

    You just can’t see the wood for the trees huh Reid?

    You’re the sound of one hand clapping, like a one armed guy trying to hi 5 himself.

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  19. Manolo (13,518 comments) says:

    We need to embrace the Pasifika way of life to become 100% Pure NZ. Advanced and enlightened.
    Hurry up. Progress and the Third Fourth World await.

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  20. 3-coil (1,215 comments) says:

    When will these idiots get over themselves? Wake me up when these hypocrites have a critical look at a few of their own brands and slogans.

    It’s total hypocrisy and corruption, not irony, when the Green Party criticize the 100% Pure slogan. Green representatives have some of the largest carbon footprints of any humanbeings on the planet. Robyn Malcolm, Lucy Lawless, Paul Watson, Al Gore etc etc embarrass themselves as they gorge on carbon units while preaching “green” – they’ll all be in the top few % of carbon polluters in the world, multiple times more than 90+% of the rest of the citizens of the planet will ever create in their entire lifetimes. “Green Party” = pure bullshit! Should be “Brownish-Green Party” at best.

    The Chinese Communist Party – FFS!! How does their “People’s Republic of China” bear scrutiny? A “republic” (roughly: a form of government in which affairs of state are a public matter, not private for the ruler)?? Yeah right. For the people…yeah right.

    These morons all believe that they are pontificating from atop some pedestal of credibility. The hypocrisy of attacking Tourism NZ’s slogan while posing behind their own totally bullshit self-labelling is sickening. They are just a motley collection of corrupt crooks, liars, posers and hypocrites (along with their apologists and appeasers tagging along like little pet dogs) – a more self-serving, greedy and selfish bunch would be hard to amass. They are dribbling 100% pure bullshit.

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  21. OneTrack (2,981 comments) says:

    Reid – “I mean do you guys think life is some sort of movie? Where you can just wish upon a star and it will all become twue?

    Many (most) of them do? They want to live in a world where the government (or the Party, not sure which) just creates a job and houses for people.

    Unfortunately in their reference sites, The job might be on the railway and the house might be in Otira (close to work no travelling, all good). In other words, just like a Polish shipyard.

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  22. OneTrack (2,981 comments) says:

    “I don’t think either Oram or the Greens claim to be patriots.”

    Maybe they do, but only for Aotearoa. Not New Zealand.

    Just ask Meteria (future Deputy? Prime Minister)

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  23. RightNow (6,973 comments) says:

    Create jobs cleaning up the environment and kill two birds with one stone. We could have tens of thousands of (currently unemployed) people walking the country (in hi-vis vests) cleaning up the environment like a giant emu parade. There’s some real green jobs.

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  24. Simon (694 comments) says:

    100% pure? probably yes comparatively speaking. Much like there is no poverty in NZ comparatively speaking.

    Take the overseas drinking water test. Travel in Asia and drink the water provided by the State. Report back after being discharged from hospital. Asians will travel here because unlike most of the rest of the world the water is safe.

    Chinese govt criticism of 100% was a bit too much. Test for Chinese nationals try criticising the Chinese govt. Give it a good attempt & see how you go.

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  25. publicwatchdog (2,516 comments) says:

    Hate to be the one to break this news – but New Zealand is actually a corrupt, polluted tax haven.

    Penny Bright
    ‘Anti-corruption /anti-privatisation’ campaigner

    2013 Auckland Mayoral candidate

    http://www.occupyaucklandvsaucklandcouncilappeal.org.nz

    http://www.dodgyjohnhasgone.com

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  26. RightNow (6,973 comments) says:

    “Hate to be the one to break this news – but New Zealand is actually a corrupt, polluted tax haven.”

    And you’re an honest rate-payer.

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  27. helmet (807 comments) says:

    BWAV- if Reid’s the sound of one hand clapping may I suggest that your posts contain the strong suggestion of one hand fapping.

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  28. Reid (16,227 comments) says:

    You just can’t see the wood for the trees huh Reid?

    To the contrary Black, I always see the point you lefties complain about whenever you raise one, be it on the social front, the environmental front, the economic front or any other front. This is because I live life and I know how many beans make five.

    But so what if you raise an issue? So what? It’s like war. Who wants war? No-one. Even a child knows this. But does a child know how to stop it? No. I’ve never heard anyone give a solution to it. Not a child and not an adult. So until someone does come up with a solution, proclaiming it’s bad says nothing. We all know it, we have all always known it, so what. Pointing it out offers nothing new.

    For example, your living wage. Waving a wand and paying everyone more. So what. Why not wave the wand even harder and pay everyone $50 p.h; if that’s the answer, why stop at $20? As I said Black, if any of you lefties had an ounce of intelligence you’d tell us what the solution is, but you never ever do. Do you.

    Unfortunately in their reference sites, The job might be on the railway and the house might be in Otira

    Really? I would have thought they would have talked about having thousands of people paid for by printing money all living in environmentally friendly tents on swampy grasslands each one individually assigned to looking after a rare snail or a carefully tended piece of tussock to each of which the state has granted them naming rights which they’re allowed to publish on their govt funded Facebook site which all NZ citizens are required by law, to Like at least once a year, lest they be imprisoned in a re-education camp. They’re more rational than I thought.

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  29. ross69 (3,652 comments) says:

    “The data speaks for itself”

    Actually that’s false. hooton lazily makes no effort to assess the value or otherwise of the slogan. It’s like saying that without PR, nobody would watch the All Blacks. NZ has had a lot of publicity in recent years and has hosted a number of international sporting and cultural events. Hooton ignores this fact and suggests visitor numbers are down to the pure slogan. That’s pure bullshit.

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  30. ross69 (3,652 comments) says:

    We should get rid of the pure slogan. It’s dumb and shows a complete lack of imagination. Out of interest, how many people have rushed to Hamilton because of it’s slogan “more than you expect”? Yeah thought as much.

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  31. kowtow (8,194 comments) says:

    Why has the Chinese Communist Party turned on Aotearoa,formerly NewZealand?

    We were very useful to them and treated as big buddies for getting them into the world of free trade,but what’s changed?

    That’s the real story.

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  32. Black with a Vengeance (1,787 comments) says:

    Hahaha…What sort of a name is Manolo?… Portuguese? Italian? Greek? Spanish?

    Hows your advanced, enlightened, first world economies doing…eh Manhole ?

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  33. lazza (381 comments) says:

    Wow did I get this one “wrong”.

    My modest and reasonable position on matters NZ-environmental, elicits an avalanche of unreasonable red-necked hysterical denials.

    Boy I did’nt see this coming.

    What is this telling us? … that this blog/site is peopled by pollution proud trolls or what?.

    Pointed, though polite responses appreciated.

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  34. Black with a Vengeance (1,787 comments) says:

    I already fucking told you the solution Reid, ya bloody moran!!!

    INVEST IN ENTREPRENEURIAL CAPITALISM.

    You’re like a baby that gets spoonfed opinions until you can regurgitate them ad nauseum, but you never actually have to worry about cleaning up after yourself or bother looking in a mirror to see the shit dribbling down your chin.

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  35. thedavincimode (6,627 comments) says:

    Pointed, though polite responses appreciated.

    Sorry, that isn’t how we do things here. Time is money and it’s essential to get your retaliation in first.

    blackie

    Still peddling your cowshit bullshit? Why don’t you invest your money in some entrepreneurial endeavour that will save the world? You’re sufficiently used to pulling stuff out of your arse, why not pull out a good idea for a change and some cash to fund it?

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  36. Black with a Vengeance (1,787 comments) says:

    Work in progress…dvm :)

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  37. thedavincimode (6,627 comments) says:

    Work in progress

    Allow me to translate for the benefit of the masses blackie. “No idea, no money”! :)

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  38. Black with a Vengeance (1,787 comments) says:

    Nah…that’s more a slogan for the National party’s take on the economy, dvm :)

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  39. Fisiani (1,025 comments) says:

    The Greens and the other loony Left will constantly belittle NZ to try to garner a few more votes. They actually believe that people respond to negativity. The amazing recovery we are seeing in NZ in terms of the economy, employment, crime, health and education are all ignored. Expect them to continue throwing mud and hypocrisy in a futile effort to bobble the greatest PM in our history.

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  40. MT_Tinman (3,105 comments) says:

    DPF, I agree with the post except for this comment;

    Indeed, a country with no humans is the only way you can be 100% environmentally pure.

    The Reds may wish it otherwise but humans are part of the planet too!

    Except for those areas polluted by aliens every-bloody-where is "100% environmentally pure".

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  41. Black with a Vengeance (1,787 comments) says:

    Somehow Fisiani, looking back at history from 50 years in the future, i think we’ll see that Key was nothing more than proof positive that you can polish a greasy turd!

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  42. Paulus (2,602 comments) says:

    I thought that Oram has just returned to New Zealand after having left to go overseas for a job, s Fairfax had done away with him. Obviously nobody wanted him which is understandable – watch his influence in left wing economic theory from now on.
    He is back to join his mate from the Australian Socialist Workers Party aka Gweeny Doctor

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  43. Bad__Cat (140 comments) says:

    Lefties are like Gríma Wormtongue in LOTR, full of bile and misery and darkness, looking for something to destroy or pull down rather than build. What a miserable, sad lot.

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  44. Black with a Vengeance (1,787 comments) says:

    Well aren’t you an insightful beacon of positivity, Bad Cat…haha

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  45. flipper (3,952 comments) says:

    Paulus says….*** He is back to join his mate from the Australian Socialist Workers Party aka Gweeny Doctor. ***

    Ahhh so.
    Comrade Commissar Red Melon, no less. :)

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  46. simian (29 comments) says:

    That is such rubbish to say that 100% pure doesn’t relate to our environment! If so how come when you go to our tourism website (http://www.newzealand.com/int/) its full of pictures of people hiking in mountains or kayaking in crystal clear water next to dolphins.

    People understand that it is marketing and isn’t literal, but that is still the image, a “clean” “green” New Zealand. The government should be doing all that it can to allow us to live up to our image so we can keep the best marketing campaign around for a country. Not shit all over it and try to justify it by changing its meaning.

    And of course we want to tell people we have good food and fun activities as well. Just coming and looking at pretty landscape isn’t super enticing to everyone, that doesn’t mean that it’s not the focus of that campaign which it clearly is to anyone who is not trying to defend John Key.

    The less we are like that image when people get here the more they will stop coming. But Key and the right don’t care if there is a quick buck to make. The right was quick to shout of economic sabotage with Labour and the greens well guess what hurting our international brand is exactly the same! Fool yourselves all you like your not kidding anyone else!

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  47. MikeG (425 comments) says:

    If NZ Inc. was a company the 100% Pure campaign would have been dropped a long time ago.

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  48. Crusader (302 comments) says:

    The 100% Pure is not hypocritical or false. The ad really was about all the 100% experiences you can get here. Like the ad says you can get 100% Adrenaline and 100% Indulgence here etc. But you can get a 100% Pure experience too. Fly into Christchurch, hire a car, and in a few hours you can put a pack on your back and walk into deep wilderness. That’s no lie. The image of Glenorchy plastered across the billboard in the airport is real. People from foreign countries might look at the image and wonder if it was photo-shopped, but it really is that amazing. Yes, I know other countries have wilderness too, but the accessibility of NZ wilderness makes it special. All countries have bungee jumping now. Luxury lodges are 2 a penny and the world is made of lovely beaches. We need to make the most of our accessible wilderness point of difference. That’s the tourism side of our economy. It’s a great slogan, it works, and it’s a damn sight better than “where the bloody hell are you?” which was just an embarrassment.

    Yes it is true that the other side of our economy is industrial scale farming. Not as cutesy as the manicured hillsides of Switzerland or Jolly old England (subsidized to a massive scale). And some Pommy newspapers will delight in trying to take us to task about the inherent pollution of waterways etc. And it’s true that we need to keep on cleaning up our act as much as possible. And obviously we need to preserve environments and look after endangered species as much as we can. But I fail to see how Kiwis joining the negative brigade talking down NZ in the international sphere helps us to sort out our environment at home. There once was a saying about airing dirty laundry in public.

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  49. Dean Papa (784 comments) says:

    Ah, memory just prompted, ..who remembers this from 1989?

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  50. jcuk (665 comments) says:

    Best forgotten Dean Papa .. what a gormless looking twit …

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  51. hj (6,866 comments) says:

    “The usual citation for this nonsense is a 2010 internet article by three obscure academics, Corey Bradshaw, Xingli Giam and Navjot Sodhi, assisted by the notoriously wrong population alarmist Paul Ehrlich.

    They claimed that New Zealand is the world’s 18th worst country for environmental degradation, alongside Denmark and Iceland, and far worse than Eritrea, Suriname, Lesotho, Turkmenistan, Gabon, Kazakhstan, Mali, Vanuatu and Chad, the countries they said were best in the world.

    Such ravings wouldn’t matter much – and are useful in revealing the true economic and environmental agenda of the green movement – but they lead to some apparently serious individuals telling us we need either to drop 100% Pure as our tourism slogan or adopt the kinds of economic and environmental policies presumably found in Gabon.”
    …………..
    Hooten declares environmentalism dead says it’s o.k (nay -necessary) to bull-shit but what do the but-shitees think?

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  52. hj (6,866 comments) says:

    thedavincimode (5,133) Says:
    August 17th, 2013 at 10:14 am
    It’s true. Rod Oram is a cunt.
    ……………………………………………………………………..
    he says all the wrong things e.g:

    Urban life
    In recent years Auckland has ranked fifth and Wellington 12th in the annual global
    quality of city life rankings by Mercer, a US consultancy.
    But Auckland, more than Wellington, faces a challenge. Fast population growth over
    the past decade has strained infrastructure, boosted house prices and reduced the
    quality of life in the Auckland region. Addressing such issues goes right to the heart
    of the long-term strategies of the region’s councils for obvious economic and social
    reasons.
    Auckland’s ambition to become a truly international metropolis depends in part on
    maintaining the quality of life, which in turn requires bold vision, sound strategies,
    good regulatory processes and citizen commitment. Clearly, the RMA is a critical tool
    to help achieve those goals, which in turn will then help attract migrants, and help
    keep existing residents here. On present forecasts, the region could have a
    population of around 2m by 2050, a 65% rise from current levels, suggesting the
    challenges will be formidable.
    http://img.scoop.co.nz/media/pdfs/0705/RMA__Oram_Paper_May_2007.pdf

    You wouldn’t hear mathew Hooten admit the quality of life had declined for the average person.

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  53. hj (6,866 comments) says:

    Mathew Hooten: “if that person can’t sell [his property] to a foreigner he can’t get the best price”
    Chris Trotter: “people who sold out to foreigners used to be hung drawn and quatered”
    :smile:

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  54. itstricky (1,772 comments) says:

    Both yourself and Hooton sound far too desperate trying to defend this Mr Farrar. Why?

    As simian says the Government should be doing everything it can to reach 100% not redefine it when it is questioned. They should also be spearheading a change of marketing as MikeG says.

    I think you quite obviously realise that neither of these things are happening, that’s why.

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  55. hj (6,866 comments) says:

    Hooten character in Avatar (except Hooten is a little more smarmy)

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  56. Dean Papa (784 comments) says:

    if by “gormless looking twit” you mean “too smooth for his own good?”

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