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100% Pure USA Drive Towards New Zealand As A GE Nation

100% Pure USA Drive Towards New Zealand As A GE Nation

Governments phasing out of the winning 100% Pure New Zealand brand, while putting genetic engineering (GE) zealot Dr William Rolleston as Chair of Innovation and also on the Science board of the new Ministry Of Science and Innovation, is a clear sign that New Zealand's science and production is further headed down a GE track, rather than the clean green 100% Pure New Zealand trail according to the Soil & Health Association of NZ. (1)

"Last week's announcement that 100% Pure New Zealand is to be replaced by '100% Pure You,' although only weeks before New Zealand had moved from 4th to 3rd strongest country brand in the world, indicates that Pure New Zealand has been given the boot because Government is not prepared to put substance to the branding," said Soil & Health - Organic NZ spokesperson Steffan Browning. (2)

In November, Tourism New Zealand's Chief Executive Kevin Bowler said it was great to see brand New Zealand continuing to gain strength, especially in such a highly competitive international market.

"The consistency of the 100% Pure New Zealand campaign has kept New Zealand top of mind, and has made a promise that New Zealand is continuing to keep." (3)

"Even then that promise was being broken by the Government, with significant commitment to genetic engineering and dumbing down of brand New Zealand," said Mr Browning.

"Whether it be the dwindling support for sustainable organic production, or Government's recent $10 million support for Crown Researcher Scion and its USA partner ArborGen's GE trees experiments, and significantly more for AgResearch and its USA partner, GTC Biotherapeutics, cruel GE animal experiments, the current Government vision has little that is pure about it."

"New Zealanders are proud of our clean green 100% Pure New Zealand brand, and just as we are proud of our nuclear free status, most New Zealanders and our overseas customers have shown in polls to be opposed to genetic engineering in our environment and production."

"Inserting Dr Rolleston and other GE proponents into key science funding and policy roles, is a clear statement that this government is a GE government," said Mr Browning.

"The Government is intent of removing any semblance of independence in the Environmental Risk Management Authority (ERMA) , currently tasked with decisions on GE applications. By ensuring the emerging Environmental Protection Authority (EPA), will 'put effect' to Government policy rather than the previous 'have regard to,' another sinister element is added to New Zealand's future GE status." (4)

"For an EPA to be effective, it must be as independent as possible, and policy for a clean green 100% Pure vision for New Zealand should be driven by those without the type of vested interests that Dr Rolleston and his Life Sciences Network bring."

Continued United States pressure for the uptake of GE, as revealed by Wikileaks recently and Soil & Health - Organic NZ last year, appears to be coming through in Government action. (5,6)

2010 began with the USA's Secretary of State Hillary Clinton's Senior Science Advisor Nina Federoff visiting New Zealand and promoting GE. At the same time, Terri Dunahay, a US Department of Agriculture (USDA) international GE policy specialist, over several months, was promoting genetic engineering for New Zealand agriculture, while given a Fulbright Scholarship seat in New Zealand's science policy agency, the Ministry of Research Science and Technology (MoRST).

"Dunahay was also given time at ERMA, with her final MoRST-USDA report on the issues affecting the uptake of GE forages in New Zealand farming, suggesting that the New Zealand public should not be able to submit on GE field trial applications and that some GE pollen release was necessary to test environmental effects."

"The November 4th Hillary Clinton and John Key's 'Wellington Declaration' signing then sealed intent on GE biofuels collaboration and the current government's end to 100% Pure New Zealand," believes Mr Browning.

Soil & Health - Organic NZ campaigns against the release of genetically engineered organisms into the environment and food and has a vision of an Organic 2020 in direct contrast to United States foreign policy.





100% Pure New Zealand has been used to promote New Zealand as a tourism destination since 1999. Last November, New Zealand was ranked the third strongest country brand in the world by FutureBrands Country Brand Index.


ERMA is currently an autonomous Crown entity, slightly more independent than a Crown

agent (the Minister can only require an autonomous Crown entity to have regard to, not give

effect to, government policy). As one of the government's objectives for resource

management reform is to provide for better central government direction, it is vital that the

chosen model allows for central government direction of the EPA. A Crown agent allows for

this relationship.


(SBU) When asked what the top local impediments will be to concluding an agreement, Sinclair noted a number of areas sensitive to New Zealand. It is "no secret" that Monsanto does not like New Zealand's genetically modified organism (GMO) regulations, Sinclair said.



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