The Country
  • The Country home
  • Latest news
  • Audio & podcasts
  • Opinion
  • Dairy farming
  • Sheep & beef farming
  • Rural business
  • Rural technology
  • Rural life
  • Listen on iHeart radio

Subscriptions

  • Herald Premium
  • Viva Premium
  • The Listener
  • BusinessDesk

Sections

  • Latest news
  • Coast & Country News
  • Opinion
  • Dairy farming
  • Sheep & beef farming
  • Horticulture
  • Animal health
  • Rural business
  • Rural technology
  • Rural life

Media

  • Podcasts
  • Video

Weather

  • Kaitaia
  • Whāngarei
  • Dargaville
  • Auckland
  • Thames
  • Tauranga
  • Hamilton
  • Whakatāne
  • Rotorua
  • Tokoroa
  • Te Kuiti
  • Taumurunui
  • Taupō
  • Gisborne
  • New Plymouth
  • Napier
  • Hastings
  • Dannevirke
  • Whanganui
  • Palmerston North
  • Levin
  • Paraparaumu
  • Masterton
  • Wellington
  • Motueka
  • Nelson
  • Blenheim
  • Westport
  • Reefton
  • Kaikōura
  • Greymouth
  • Hokitika
  • Christchurch
  • Ashburton
  • Timaru
  • Wānaka
  • Oamaru
  • Queenstown
  • Dunedin
  • Gore
  • Invercargill

NZME Network

  • Advertise with NZME
  • OneRoof
  • Driven Car Guide
  • BusinessDesk
  • Newstalk ZB
  • Sunlive
  • ZM
  • The Hits
  • Coast
  • Radio Hauraki
  • The Alternative Commentary Collective
  • Gold
  • Flava
  • iHeart Radio
  • Hokonui
  • Radio Wanaka
  • iHeartCountry New Zealand
  • Restaurant Hub
  • NZME Events

SubscribeSign In
Advertisement
Advertise with NZME.
Home / The Country / Opinion

Jack Tame: Talking 100% Pure and water till the cows come home

Jack Tame
By Jack Tame
Host of Saturday Mornings 9am-noon on Newstalk ZB·Herald on Sunday·
12 Aug, 2017 05:00 PM4 mins to read

Subscribe to listen

Access to Herald Premium articles require a Premium subscription. Subscribe now to listen.
Already a subscriber?  Sign in here

Listening to articles is free for open-access content—explore other articles or learn more about text-to-speech.
‌
Save

    Share this article

A legitimate 100% Pure brand is good for dairy and tourism. Photo / Supplied

A legitimate 100% Pure brand is good for dairy and tourism. Photo / Supplied

Jack Tame
Opinion by Jack Tame
Jack Tame hosts Saturday Mornings 9am-noon on Newstalk ZB.
Learn more

I played tour guide last week and showed a group of American mates around New Zealand. We did the North and South Islands, wine, sheep, jet boats.

And everywhere we'd go, scenic or otherwise, a couple of my mates would pause and breathe deeply when we arrived.

"You guyyys. Taste the fresh air!" one would exclaim.

I couldn't taste the fresh air.

To me, it tasted like normal air.

Advertisement
Advertise with NZME.
Advertisement
Advertise with NZME.

And when I quietly asked one of the other Americans if she could actually taste anything, she conceded the effect might have been more than a bit psychosomatic.

From their first-time visitors' perspective, New Zealand is still 100 per cent Pure.

You can't buy that kind of international reputation. But poison our natural habitat and you can spoil it pretty fast.

I've eagerly anticipated National and Labour's respective election policies for freshwater protection and management.

The first part of Labour's new water policy chases an easy win. Charging companies that bottle and export drinking water is popular with the voting public.

But as I've reiterated in this column before, the bottled water export industry is a side show compared to our biggest water extractor, and Labour's plan to charge commercial irrigators is much more impactful and contentious.

According to the Ministry for the Environment, we extract 600,000 times more water for irrigation than the amount of bottled drinking water we send overseas every year. Farmers point out that with our plentiful rainfall and water resource, it's still a relatively small amount.

Advertisement
Advertise with NZME.

But that ignores the startling impact that dairying in particular is having on our environment.

New Zealand has more than twice the number of cows than 40 years ago.

Even the Minister for Primary Industries, Nathan Guy, foresees a point in the not-too-distant future where we reach maximum cow.

As the impact of dairying on our environment becomes more obvious, no one is suggesting for a moment farmers haven't put in a big effort. They've invested hugely to fence off waterways and you'd be hard-pressed to find a Kiwi farmer who doesn't appreciate the importance of protecting their land.

But given the extent to which our waterways are degrading, it's clearly not enough.

Short of taking cows out of paddocks and sticking them all indoors, there's not much you can do to stop nitrate leaching. Research and Development can't keep up. And although National's water policy promises $44 million to help clean up our waterways, the Government still has $450m set aside for irrigation subsidies that would only exacerbate the problem.

I accept dairy's importance to the New Zealand economy. But as of 2016, tourism is an even bigger export earner. And without careful policy and management, the two industries are at risk of finding themselves at odds.

Advertisement
Advertise with NZME.

And when you think about it, it's in both the tourism and agricultural sectors' long-term interests to protect our 100 per cent Pure brand.

Even the Minister for Primary Industries, Nathan Guy, foresees a point in the not-too-distant future where we reach maximum cow.

"One big opportunity the dairy industry does have is about increasing the value, not the volume," he said in April.

Value increases through effective branding. And as much of the world groans with the effects of overpopulation and climate change, a legitimate 100 per cent Pure brand will fetch even greater premiums for dairy products and tourism alike.

Charging for water used in commercial irrigation is one way of taxing dairy's inevitable pollution.

I know it'll cost.

Advertisement
Advertise with NZME.

I know it'll likely cost consumers.

But, as I explained to my American friends as we rolled past green fields and rows of irrigators, it's already costing us.

Save

    Share this article

Latest from Dairy

Premium
The Country

Market close: Fonterra leads NZ sharemarket rise

26 Jun 06:15 AM
Opinion

Opinion: Are rising butter prices bad news?

25 Jun 11:18 PM
The Country

'Under pressure': NZ farms face succession challenges

24 Jun 11:15 PM

Kaibosh gets a clean-energy boost in the fight against food waste

sponsored
Advertisement
Advertise with NZME.

Latest from Dairy

Premium
Market close: Fonterra leads NZ sharemarket rise

Market close: Fonterra leads NZ sharemarket rise

26 Jun 06:15 AM

The NZX 50 rose by 0.15% to 12,480.05 as Fonterra performed strongly.

Opinion: Are rising butter prices bad news?

Opinion: Are rising butter prices bad news?

25 Jun 11:18 PM
'Under pressure': NZ farms face succession challenges

'Under pressure': NZ farms face succession challenges

24 Jun 11:15 PM
Huinga dairy farmer celebrated at national sustainability awards

Huinga dairy farmer celebrated at national sustainability awards

18 Jun 10:37 PM
Engage and explore one of the most remote places on Earth in comfort and style
sponsored

Engage and explore one of the most remote places on Earth in comfort and style

NZ Herald
  • About NZ Herald
  • Meet the journalists
  • Newsletters
  • Classifieds
  • Help & support
  • Contact us
  • House rules
  • Privacy Policy
  • Terms of use
  • Competition terms & conditions
  • Our use of AI
Subscriber Services
  • NZ Herald e-editions
  • Daily puzzles & quizzes
  • Manage your digital subscription
  • Manage your print subscription
  • Subscribe to the NZ Herald newspaper
  • Subscribe to Herald Premium
  • Gift a subscription
  • Subscriber FAQs
  • Subscription terms & conditions
  • Promotions and subscriber benefits
NZME Network
  • The New Zealand Herald
  • The Northland Age
  • The Northern Advocate
  • Waikato Herald
  • Bay of Plenty Times
  • Rotorua Daily Post
  • Hawke's Bay Today
  • Whanganui Chronicle
  • Viva
  • NZ Listener
  • Newstalk ZB
  • BusinessDesk
  • OneRoof
  • Driven Car Guide
  • iHeart Radio
  • Restaurant Hub
NZME
  • About NZME
  • NZME careers
  • Advertise with NZME
  • Digital self-service advertising
  • Book your classified ad
  • Photo sales
  • NZME Events
  • © Copyright 2025 NZME Publishing Limited
TOP