Some percentage pure

Well, this was only a matter of time: Guardian columnist takes a quick look at our green credentials and doesn’t like what he sees. “My prize for the most shameless two fingers to the global community goes to New Zealand, a country that sells itself round the world as ‘clean and green’.”

This is hardly news to us here in Godzone, but will certainly be a revelation to some of our customers.

It’s not too late to give some meaning to our national brand, but it will be infinitely harder to do under international consumer pressure than it would be to treat the issue with the importance it deserves and to do it ourselves—quickly and properly.

There’s an active thread on the topic at