In 20 working days Waipu Cove will rival Rotorua for stink, but the pong will have zero attraction for tourists.
So locals have got stuck in - they aren't being reckless, in fact they have had advice from the NRC on how to do it properly.
That was before Christmas, when a smaller amount of weed washed up.
This time it's everywhere. And not just on the beach.
The sea off Waipu Cove is, as Alexandra Newlove writes in today's paper, a thick stew of red seaweed. Doing nothing is not an option, the locals have to act.
The seaweed is bound for local farms - it may even make good fertiliser. Hopefully the NRC is watching closely and there is no damage being done to the environment.
And if there is no damage being done then hopefully the NRC will not prosecute a group of well-meaning people who are effectively doing the NRC's job for them.
Now that would really cause a stink.