Keeping it Pure

Keeping It Pure is a series about the New Zealand environment and the way we treat it. It looks at some of the major problems facing the environment and the things that people are doing to protect it. With an eye on the economic implications of “greening” the economy, the series canvasses the opinion of leading scientists, environmentalists, farmers and business leaders as it examines the importance to New Zealand of Keeping It Pure. Aotearoa, New Zealand is a country of such spectacular natural beauty that, few questions were asked when Tourism New Zealand labelled the country 100% pure in 1999. After all, compared to most other countries, New Zealand is clean and green. But, what started out as a tourist campaign has become a measure of New Zealand’s environmental performance and this performance is coming under increasing scrutiny both at home and abroad. But, while pollution and degradation of the natural environment have dented the country’s reputation there are many New Zealanders who are living up to the clean, green image and, in this series, we’re going to look at the issues we’re facing and meet some of the people who are working to restore and protect the environment.