Primary industry: The cattle grazing on Mike Barton's Tihoi farm, west of Lake Taupo, are fed on grass, and nothing but grass.
It's a decision made by Barton and the three other farmers growing 'Taupo Beef' - a product sold to the best restaurants in the district - based on their experience that if educated, consumers will pay more for sustainably-reared meat where the farms on which they were raised don't contribute to the pollution of Lake Taupo and the stock feed doesn't contribute to deforestation.
In Barton's case, where stock numbers are restricted around the lake, not using PKE as a feed stock is made easier; he can source feed on his - or neighbouring - properties.
But for dairy farmers the intensification of their herds to remain competitive means extra feed is required. As Dairy NZ strategy and investment leader Bruce Thorrold explains, PKE is "a very good supplementary feed; it's a good price, it's safe, it keeps capital requirements down."
But the problem lies overseas, where the blame for deforestation in Indonesia and Malaysia lies with the palm oil industry, which is clearing rainforests to make way for the plantations.